Department of Management

Decompression zone deconstructed: Products located at the store entrance do have an impact on sales

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

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Decompression zone deconstructed: Products located at the store entrance do have an impact on sales. / Otterbring, Tobias.

In: International Journal of Retail & Distribution Management, Vol. 46, No. 11/12, 2018, p. 1108-1116.

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

Harvard

Otterbring, T 2018, 'Decompression zone deconstructed: Products located at the store entrance do have an impact on sales', International Journal of Retail & Distribution Management, vol. 46, no. 11/12, pp. 1108-1116. https://doi.org/10.1108/IJRDM-03-2017-0053

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MLA

Vancouver

Author

Otterbring, Tobias. / Decompression zone deconstructed: Products located at the store entrance do have an impact on sales. In: International Journal of Retail & Distribution Management. 2018 ; Vol. 46, No. 11/12. pp. 1108-1116.

Bibtex

@article{a29827b258834578a6918dc62ac73374,
title = "Decompression zone deconstructed: Products located at the store entrance do have an impact on sales",
abstract = "Purpose: Researchers have hypothesized that products located at the decompression zone of a store (the entrance area where customers adjust to the retail environment) do not influence sales of these particular products, because customers do not register things that are too close to store entrances. The purpose of this paper is to examine the validity of such a decompression zone account in actual field settings, and hence investigate whether or not placing products at the store entrance would increase customers’ likelihood to purchase these products. Design/methodology/approach: Two field studies with a total sample of 715 customers were conducted, in which the entrance area of a home goods store was manipulated using a two-group quasi-experimental design. In Study 1, customers were (vs were not) exposed to candles and candle holders at the store entrance. In Study 2, an employee greeted customers at the store entrance with (vs without) the store’s products nearby. Findings: Study 1 found that customers who were (vs were not) exposed to candles and candle holders at the store entrance purchased a significantly larger number of both these products. Study 2 replicated and generalized these findings. Although customers in the employee + products condition spent less money than customers in the employee-alone condition, the former group still purchased a significantly larger number of candles and candle holders. These findings go directly against a decompression zone account, but are consistent with research on exposure effects. Originality/value: This paper is the first to empirically examine the validity of the decompression zone account in real retail settings. The paper also fills a more general gap in the store atmospherics literature, as only a very limited number of studies have dealt with the external parts of the retail environment, such as the store entrance area.",
keywords = "Atmospherics, Decompression zone, Exposure effects, External variables, Field study, Store entrance",
author = "Tobias Otterbring",
year = "2018",
doi = "10.1108/IJRDM-03-2017-0053",
language = "English",
volume = "46",
pages = "1108--1116",
journal = "International Journal of Retail and Distribution Management",
issn = "0959-0552",
publisher = "JAI Press",
number = "11/12",

}

RIS

TY - JOUR

T1 - Decompression zone deconstructed: Products located at the store entrance do have an impact on sales

AU - Otterbring, Tobias

PY - 2018

Y1 - 2018

N2 - Purpose: Researchers have hypothesized that products located at the decompression zone of a store (the entrance area where customers adjust to the retail environment) do not influence sales of these particular products, because customers do not register things that are too close to store entrances. The purpose of this paper is to examine the validity of such a decompression zone account in actual field settings, and hence investigate whether or not placing products at the store entrance would increase customers’ likelihood to purchase these products. Design/methodology/approach: Two field studies with a total sample of 715 customers were conducted, in which the entrance area of a home goods store was manipulated using a two-group quasi-experimental design. In Study 1, customers were (vs were not) exposed to candles and candle holders at the store entrance. In Study 2, an employee greeted customers at the store entrance with (vs without) the store’s products nearby. Findings: Study 1 found that customers who were (vs were not) exposed to candles and candle holders at the store entrance purchased a significantly larger number of both these products. Study 2 replicated and generalized these findings. Although customers in the employee + products condition spent less money than customers in the employee-alone condition, the former group still purchased a significantly larger number of candles and candle holders. These findings go directly against a decompression zone account, but are consistent with research on exposure effects. Originality/value: This paper is the first to empirically examine the validity of the decompression zone account in real retail settings. The paper also fills a more general gap in the store atmospherics literature, as only a very limited number of studies have dealt with the external parts of the retail environment, such as the store entrance area.

AB - Purpose: Researchers have hypothesized that products located at the decompression zone of a store (the entrance area where customers adjust to the retail environment) do not influence sales of these particular products, because customers do not register things that are too close to store entrances. The purpose of this paper is to examine the validity of such a decompression zone account in actual field settings, and hence investigate whether or not placing products at the store entrance would increase customers’ likelihood to purchase these products. Design/methodology/approach: Two field studies with a total sample of 715 customers were conducted, in which the entrance area of a home goods store was manipulated using a two-group quasi-experimental design. In Study 1, customers were (vs were not) exposed to candles and candle holders at the store entrance. In Study 2, an employee greeted customers at the store entrance with (vs without) the store’s products nearby. Findings: Study 1 found that customers who were (vs were not) exposed to candles and candle holders at the store entrance purchased a significantly larger number of both these products. Study 2 replicated and generalized these findings. Although customers in the employee + products condition spent less money than customers in the employee-alone condition, the former group still purchased a significantly larger number of candles and candle holders. These findings go directly against a decompression zone account, but are consistent with research on exposure effects. Originality/value: This paper is the first to empirically examine the validity of the decompression zone account in real retail settings. The paper also fills a more general gap in the store atmospherics literature, as only a very limited number of studies have dealt with the external parts of the retail environment, such as the store entrance area.

KW - Atmospherics

KW - Decompression zone

KW - Exposure effects

KW - External variables

KW - Field study

KW - Store entrance

UR - http://www.scopus.com/inward/record.url?scp=85056194742&partnerID=8YFLogxK

U2 - 10.1108/IJRDM-03-2017-0053

DO - 10.1108/IJRDM-03-2017-0053

M3 - Journal article

VL - 46

SP - 1108

EP - 1116

JO - International Journal of Retail and Distribution Management

JF - International Journal of Retail and Distribution Management

SN - 0959-0552

IS - 11/12

ER -