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Nonverbal stimuli in a virtual aisle: does the shelf you choose matter?

Porcheddu, Daniele and Usai, Antonio and Venturi, Alberto (2011) Nonverbal stimuli in a virtual aisle: does the shelf you choose matter? The International Review of Retail, Distribution and Consumer Research, Vol. 21 (3), p. 215-231. eISSN 1466-4402. Article.

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DOI: 10.1080/09593969.2011.578797

Abstract

In this work, we evaluate the phenomenon of asymmetric perception of some nonverbal stimuli located in an aisle of a virtual store. In a stimulus detection experiment, with a number of potentially confounding variables held under control, it was found that the nonverbal stimuli utilized (belonging to the color, size, and shape families) were perceived more rapidly when placed on shelves on the left rather than on the right of the observer. This response pattern was constant regardless the nature of stimulus and the gender of observer. The experiment also showed the following sequence, in descending order of perception rapidity: color–shape–size. Our results appear consistent with the predictions of the brain laterality theory. Overall, our article provides an initial contribution to extend the results of Rettie and Brewer (Journal of Product and Brand Management 2000; 9, no. 1: 56–70) pioneering work obtained by reference to specific problems of package design to the positioning of items with respect to instore traffic flow. Limitations and managerial implications of our work are discussed.

Item Type:Article
ID Code:6651
Status:Published
Refereed:Yes
Uncontrolled Keywords:Nonverbal stimuli, in-aisle position of items, merchandising, perception, brain hemispheric laterality, virtual aisle
Subjects:Area 13 - Scienze economiche e statistiche > SECS-P/08 Economia e gestione delle imprese
Divisions:001 Università di Sassari > 01 Dipartimenti > Economia, impresa, regolamentazione
Publisher:Routledge
eISSN:1466-4402
Copyright Holders:© 2011 Taylor & Francis
Deposited On:23 Nov 2011 10:29

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