Supermarket shoppers' response to mature models in point-of-purchase displays.

摘要

Point-of-purchase advertising influences up to 70% of purchases in US supermarkets. Based on the increased attention to including more older models in promotional materials in recognition of the aging population and the potential socialization effects of promotional tools, an experiment was conducted to assess the impact of older point-of-purchase display models on younger shoppers in a supermarket display. The results indicate that retailers' and manufacturers' fears of alienating younger shoppersif older models are used are largely unfounded. Managerial implications are discussed.