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This study investigates the effectiveness of different in-store display types on the sales of utilitarian versus hedonic products, revealing that shelf signage is more effective for utilitarian products, while island and end-of-aisle displays boost hedonic product sales. The research highlights the importance of congruency between display types and product characteristics, suggesting that combining displays with appropriate promotions can enhance their effectiveness. The findings provide insights for retail

Author

Henrique Campos Junior

Language

EN