Cognitive biases in merchandising activation and effect on supermarket sales

Main Article Content

Dante Avanzi
http://orcid.org/0000-0002-4715-1696
Leandro Angotti Guissoni
http://orcid.org/0000-0003-1193-9251
Jonny Mateus Rodrigues
http://orcid.org/0000-0002-4301-7553
Rafael D'Andrea
http://orcid.org/0000-0003-3773-4350

Abstract

Competition among different brands in supermarkets motivates consumer goods companies to develop and implement and activate merchandising materials at the point of sales (POS). These merchandising materials attempt to influence shoppers and promote sales. On the other hand, behavioral economics studies the decision-making of individuals based on their preferences and beliefs, influenced by cognitive
bias. This study attempts to understand the effect of loss aversion and mental accounting in POS materials on supermarket sales. We conduct two experiments with a consumer brand in a supermarket chain. The results reveal a positive and significant effect on sales only for the cognitive bias of loss aversion, applied to the POS materials.

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How to Cite
AVANZI, D.; GUISSONI, L. A.; RODRIGUES, J. M.; D’ANDREA, R. Cognitive biases in merchandising activation and effect on supermarket sales. RAE - Revista de Administracao de Empresas , [S. l.], v. 60, n. 4, p. 262–272, 2020. DOI: 10.1590/S0034-759020200403. Disponível em: https://periodicos.fgv.br/rae/article/view/81314. Acesso em: 28 feb. 2024.
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