Store environment and advertising

Investigating two manipulative forces from the supermarket

J. Clochet, S. Cosaert, L.J.H. Cherchye, B. de Rock

Research output: Contribution to journalArticleScientificpeer-review

Abstract

We compare two manipulative forces from our daily shopping environment: store environment and advertising. Deviating from existing studies in the literature, we isolate store environment and advertising by using a simple experimental design, and we use a revealed preference methodology for analyzing (rational) consumer behavior. In a first step, we confirm that both forces positively impact on the expenditures for the promoted good. In a second step, we use a revealed preference methodology to investigate whether these manipulating forces have an distortive effect on consumer behavior. Our experiment suggests that respondents effectively tend to behave more irrational when subject to these forces, i.e. they spend more money for less utility. More generally, our paper motivates the use of revealed preference methodology in combination with specifically targeted experiments to address questions related to marketing influences on (rational) consumer behavior.
Original languageEnglish
Pages (from-to)90-106
JournalReview of Business and Economics
Volume55
Issue number1
Publication statusPublished - 2010

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Supermarkets
Store environment
Methodology
Revealed preference
Consumer behaviour
Experiment
Shopping
Experimental design
Marketing
Expenditure

Cite this

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title = "Store environment and advertising: Investigating two manipulative forces from the supermarket",
abstract = "We compare two manipulative forces from our daily shopping environment: store environment and advertising. Deviating from existing studies in the literature, we isolate store environment and advertising by using a simple experimental design, and we use a revealed preference methodology for analyzing (rational) consumer behavior. In a first step, we confirm that both forces positively impact on the expenditures for the promoted good. In a second step, we use a revealed preference methodology to investigate whether these manipulating forces have an distortive effect on consumer behavior. Our experiment suggests that respondents effectively tend to behave more irrational when subject to these forces, i.e. they spend more money for less utility. More generally, our paper motivates the use of revealed preference methodology in combination with specifically targeted experiments to address questions related to marketing influences on (rational) consumer behavior.",
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Store environment and advertising : Investigating two manipulative forces from the supermarket. / Clochet, J.; Cosaert, S.; Cherchye, L.J.H.; de Rock, B.

In: Review of Business and Economics, Vol. 55, No. 1, 2010, p. 90-106.

Research output: Contribution to journalArticleScientificpeer-review

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T1 - Store environment and advertising

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AU - Clochet, J.

AU - Cosaert, S.

AU - Cherchye, L.J.H.

AU - de Rock, B.

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AB - We compare two manipulative forces from our daily shopping environment: store environment and advertising. Deviating from existing studies in the literature, we isolate store environment and advertising by using a simple experimental design, and we use a revealed preference methodology for analyzing (rational) consumer behavior. In a first step, we confirm that both forces positively impact on the expenditures for the promoted good. In a second step, we use a revealed preference methodology to investigate whether these manipulating forces have an distortive effect on consumer behavior. Our experiment suggests that respondents effectively tend to behave more irrational when subject to these forces, i.e. they spend more money for less utility. More generally, our paper motivates the use of revealed preference methodology in combination with specifically targeted experiments to address questions related to marketing influences on (rational) consumer behavior.

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