Publication: The Cake Looks Yummy on the Shelf up There: The Interactive Effect of Retail Shelf Position and Consumers’ Personal Sense of Power on Indulgent Choice
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Issued Date
2018-09-01
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ISSN
00224359
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2-s2.0-85050728291
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Mahidol University
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SCOPUS
Bibliographic Citation
Journal of Retailing. Vol.94, No.3 (2018), 280-295
Suggested Citation
Apiradee Wongkitrungrueng, Ana Valenzuela, Sankar Sen The Cake Looks Yummy on the Shelf up There: The Interactive Effect of Retail Shelf Position and Consumers’ Personal Sense of Power on Indulgent Choice. Journal of Retailing. Vol.94, No.3 (2018), 280-295. doi:10.1016/j.jretai.2018.07.001 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/45356
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Title
The Cake Looks Yummy on the Shelf up There: The Interactive Effect of Retail Shelf Position and Consumers’ Personal Sense of Power on Indulgent Choice
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Abstract
© 2018 New York University This paper advances our understanding of consumer responses to retail product displays by examining the interplay between the vertical shelf position of choice options and consumers’ personal sense of power in determining their preference for indulgent options. Six experiments show that when consumers choose from assortments placed on a low shelf position, requiring them to lower their heads, those higher (vs. lower) in personal power are more likely to choose an indulgent option over its prudent counterpart. In contrast, when choosing from assortments placed on a high shelf position, requiring consumers to raise their heads, those lower (vs. higher) in personal power are more likely to choose an indulgent option. This effect hinges on a mismatch (vs. match) between consumers’ personal sense of power and that triggered by the products’ retail shelf position, increasing affective discomfort and guiding consumers, thus, towards indulgent choices.