Informazioni addizionali sui display e percezione della scarsità relativa dei prodotti a scafale

This study will evaluate if and in which way, the perception of numerosity
of retail products on the shelf can be conditioned by supplying appropriate
additional information, under the shape of Pop material. In two
laboratory experiments, 382 participants had to order in terms of increasing
numerosity of items, three different images depicting three different
shelf displays. Each of these images had varying degrees of additional information.
As theoretically predicted, our study shows that (ceteris paribus,
and in particular, in presence of an identical number of items characterizing
each set) the estimate of product numerosity within the compared
sets decreases monotonically when the amount of additional information
on display increases. The introduction, and, a fortiori, the increase
of additional information to certain products within the decision-making
context is capable of generating an illusion of scarcity within these sets of
products. Recent studies have shown that in certain circumstances within
a product category, consumers choose the product characterized by a
higher degree of shelf-based scarcity. Our study highlights that judgment
of relative scarcity can be conditioned by using appropriate Pop material
on display. Such material can be used in order to generate an illusion of
scarcity within a category in correspondence with certain sub-categories.
Similarly, within a sub-category, an illusion of scarcity could be produced
in order to give certain brands advantages over others.