Saiu, Salvatore (2017) Aspetti della percezione della shelf-based scarcity nell'ambito del grocery. Doctoral Thesis.
This study focuses on certain aspects of perception of the relative numerosity of item sets placed in contiguous displays. Previous studies have demonstrated that, ceteris paribus, perception of the relative numerosity of item sets in a display decreases as the amount of additional information (in polygonal form) placed in the panel behind the display increases. This result is attributed to a non-spatial type of clustering phenomenon exerted by the additional information. Unfortunately, however, the available literature does not address the perceptual mechanisms underlying the aforementioned effect. Our research is based on a laboratory study involving 200 participants. Using eye-tracking technology, we evidenced that upon augmenting the amount of additional information available in the decision-making context: a) there was an underestimation effect with regard to perceived item set numerosity; b) there was a significant decrease in number of total fixations per area of interest. In light of the available literature, we interpret these findings as evidence that strategically placed additional information generates “complex objects” (termed super-items), which tend to perceptually substitute entire item sets. Super-items appear to serve as “mediators” which facilitate cognitive processes elicited by approximate numeration tasks concerning item sets being compared. The results of our study presents some managerial implications in terms of merchandising and category management.
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