Provider: Ingenta Connect Database: Ingenta Connect Content: application/x-research-info-systems TY - ABST AU - Gabrielli, Veronica AU - Cavazza, Nicoletta TI - The influence of in-store product holders on orientation towards the product and on purchase intention JO - The International Review of Retail, Distribution and Consumer Research PY - 2014-05-27T00:00:00/// VL - 24 IS - 3 SP - 311 EP - 327 KW - emotions KW - purchase intention KW - attitude KW - display stand KW - brand N2 - The present research aims to test the communicative efficacy of an in-store marketing activity consisting of placing products on an end-of-aisle display stand. Two studies were conducted to test the positive effect exerted by the display stand applied to two convenience goods: a very familiar product (i.e. toothpaste in Study 1) and a less familiar one (i.e. instant chocolate pudding mix in Study 2). These two convenience goods were each articulated in three brands as a function of their awareness. Results of both experiments showed that end-of-aisle display stands significantly influenced consumers' attitude towards the product and, indirectly, their purchase intention. UR - https://www.ingentaconnect.com/content/routledg/rirr/2014/00000024/00000003/art00004 M3 - doi:10.1080/09593969.2013.862507 UR - https://doi.org/10.1080/09593969.2013.862507 ER -