Journal of the Academy of Marketing Science

, Volume 27, Issue 4, pp 428–441

Point-of-purchase displays, product organization, and brand purchase likelihoods


  • Charles S. Areni
    • University of Sydney
  • Dale F. Duhan
    • Texas Tech University
  • Pamela Kiecker
    • Virginia Commonwealth University

DOI: 10.1177/0092070399274003

Cite this article as:
Areni, C.S., Duhan, D.F. & Kiecker, P. J. of the Acad. Mark. Sci. (1999) 27: 428. doi:10.1177/0092070399274003


Can point-of-purchase (POP) displays cause a decrease in sales of the featured brand? In an actual test-market promotion, the use of special POP displays led to a decrease in sales of featured wines from a specific U.S. region. Moreover, sales of regularly shelved wines from competitive regions actually increased. The results of a laboratory experiment supported the explanation that the POP displays essentially reorganized the wines into region categories within the stores, making it easier for consumers to compare alternatives by region. As a result, sales of wines from preferred regions increased and sales of wines from disliked regions decreased relative to when the wines were displayed by variety categories on regular shelf space. Further evidence indicated that reorganizing products by levels of a given attribute influences purchase likelihoods mainly when the attribute is otherwise low rather than high in salience and when brands have normally high rather than low purchase likelihoods.

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© Academy of Marketing Science 1999