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The Negative and Positive Consequences of Placing Products Next to Promoted Products

Advances in Consumer Research, 2020, Vol.48, p.1022 [Peer Reviewed Journal]

Copyright Association for Consumer Research 2020 ;ISSN: 0098-9258

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  • Title:
    The Negative and Positive Consequences of Placing Products Next to Promoted Products
  • Author: Kan, Christina ; Lichtenstein, Donald ; Janiszewski, Chris ; Liu, Yan (Lucy)
  • Subjects: Employee promotions ; Product development ; Product management ; Sales
  • Is Part Of: Advances in Consumer Research, 2020, Vol.48, p.1022
  • Description: This research investigates how promoting a product influences the sales of products located proximally versus distally to the promoted product. We find that a promoted product decreases sales of proximal, relative to distal, products when the set of products are strong substitutes and that the effect reverses for weak substitutes.
  • Publisher: Urbana: Association for Consumer Research
  • Language: English
  • Identifier: ISSN: 0098-9258
  • Source: Alma/SFX Local Collection
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