The Impact of Shelf Position on Consumer Choice

Product placement plays a crucial role in influencing consumer behaviour within retail environments. Atalay et al. (2012) investigated the relationship between shelf position and consumer attention, providing compelling evidence for the significance of centrality bias in purchasing decisions. This essay will delve into their research, examining the methodologies and findings of three key studies to demonstrate the impact of shelf position on consumer choice.

Study 1A, conducted with 67 undergraduate students in France, employed eye-tracking technology to explore attentional patterns towards vitamin supplements and meal replacement bars. Participants viewed fictitious brands arranged in a 3 x 3 matrix on a computer screen. The results unequivocally showed that products positioned in the center of the matrix garnered significantly more visual attention, measured by both fixation frequency and duration. Moreover, these centrally located products were chosen more frequently, highlighting a clear link between attention and purchase decisions.

Study 1B built upon these findings by introducing the concept of horizontal centrality. Using a similar experimental design, but with the matrix shifted away from the screen's center, the study aimed to determine if centrality bias persisted even when the focal point was manipulated. The findings mirrored those of Study 1A; products in the center of the matrix, despite not being in the absolute center of the visual field, continued to attract more attention and were more likely to be selected. This suggests that consumers instinctively gravitate towards the center of a given display, regardless of its absolute position.

To enhance ecological validity, Study 2 transitioned from a digital to a physical retail environment. Eighty-four students at Concordia University participated in a study involving the selection of fictitious energy drink brands displayed on a shelf. Each brand was randomly assigned a feature attribute (high intensity, extended endurance, muscle recovery) to mitigate potential bias. Participants were positioned so that the shelf containing their choices was either to their left or right, never directly in front. Crucially, even when the central product was not within the participants' direct line of sight, it was still chosen significantly more often. This suggests that centrality bias extends beyond direct visual attention and influences choice even in more naturalistic settings.

In conclusion, the research by Atalay et al. (2012) offers compelling evidence for the profound impact of shelf position on consumer attention and purchasing decisions. The consistent finding across all three studies - that centrally located products are more likely to be noticed, considered, and ultimately chosen - highlights the importance of centrality bias in consumer behavior. These findings have significant implications for retailers, emphasizing the need for strategic product placement to capitalize on consumers' innate tendencies. By understanding and leveraging centrality bias, businesses can effectively influence consumer choice and maximize sales potential.

References

Atalay, A. S., Bodur, H. O., & Rasolofoarison, D. (2012). Seeing the Center of the Shelf: How Planogram Centrality Affects Attention and Choice. Journal of Consumer Research, 39(4), 794–810.