In this work we show how is possible to alter the consumer perception about the amount of shelf space allocated to an item, levering on the visual illusion of Müller-Lyer (M-L). Sixty participants were recruited in three laboratory experiments conducted using the method of constant stimuli, where we assessed the presence (and the intensity) of the M-L illusion with reference to realistic sections of a display. In the first study, the intensity of the M-L illusion amounts, in terms of facings, to + 5.65% (SD = 3.04%). A second study shows that (under different conditions) the shelf space is underestimated in the measure of -4.43% (SD = 1.54%). A third study shows an illusion effect of + 3.28% (SD = 1.38%). The results have managerial implications: the retailers could employ the illusion effect concerning the shelf space to increase/decrease the visibility of some products influencing sales.

Alcune applicazioni dell’illusione di Müller-Lyer alla gestione dello spazio espositivo a scaffale / Porcheddu, Daniele; Massara, Francesco; Usai, Antonio. - (2016). (Intervento presentato al convegno Marketing & retail nei mercati che cambiano tenutosi a Università degli Studi di Cassino nel 20-21 ottobre 2016).

Alcune applicazioni dell’illusione di Müller-Lyer alla gestione dello spazio espositivo a scaffale

PORCHEDDU, Daniele;USAI, Antonio
2016-01-01

Abstract

In this work we show how is possible to alter the consumer perception about the amount of shelf space allocated to an item, levering on the visual illusion of Müller-Lyer (M-L). Sixty participants were recruited in three laboratory experiments conducted using the method of constant stimuli, where we assessed the presence (and the intensity) of the M-L illusion with reference to realistic sections of a display. In the first study, the intensity of the M-L illusion amounts, in terms of facings, to + 5.65% (SD = 3.04%). A second study shows that (under different conditions) the shelf space is underestimated in the measure of -4.43% (SD = 1.54%). A third study shows an illusion effect of + 3.28% (SD = 1.38%). The results have managerial implications: the retailers could employ the illusion effect concerning the shelf space to increase/decrease the visibility of some products influencing sales.
2016
978-88-907662-6-8
Alcune applicazioni dell’illusione di Müller-Lyer alla gestione dello spazio espositivo a scaffale / Porcheddu, Daniele; Massara, Francesco; Usai, Antonio. - (2016). (Intervento presentato al convegno Marketing & retail nei mercati che cambiano tenutosi a Università degli Studi di Cassino nel 20-21 ottobre 2016).
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11388/166068
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