Point of purchase marketing

Myopia and choice: framing, screening and shopping

“…It is consistent with literature describing shoppers' use of heuristics, and scripted purchasing (Bitner 1992, p. 61;Peterson and Balasubramanian 2002, p. 13;Phillips and Cox 1998). Automaticity and habit can be seen as a consequence of a complex environment (Tauber 1972), expressed for example in shoppers' reliance on brands to reduce Downloaded by [UQ Library] at 20:29 04 November 2014 information clutter and risk (Delgado-Ballester and Munuera-Alemán 2001; Grace and O'Cass 2002), and signpost their shopping route.…”

“…That is to say, decisions are better understood as comprising intuitive elements and personal principles; decision makers are guided by learned rules and habit. This resonates with contemporary, empirical insights about point of purchase marketing, which underline the importance of routine and habit (Phillips and Cox 1998). The emphasis on personal principles sacralises individual difference, and chimes with Levitt's (1960) characterisation of varied, short-sighted, fickle customers who are "generally bothersome".…”

“…Often purchasing decisions have an automatic character, and are driven by behavioural scripts, or schemata (Arnold et al 1995;Fiske and Taylor 1984;Hayes 1998;Schank and Abelson 1977). These decisions are enacted in the absence of what can meaningfully be labelled stimulus (Phillips and Cox 1998). Having outlined some limitations with trait and SOR accounts, the next section outlines an alternative account of shopper choice.…”

“…To test the effectiveness of merchandising, one could use eye-mark technology (Phillips and Cox 1998) to see the frequency with which a product or category is automatically screened out, and adjust the product design and placement to try to enhance its visibility.…”

The influence of positive and negative cues on restaurant food choice and food acceptance

“…There have been a number of reported changes in consumer behaviour in recent years. One such effect, first reported is 1962, is a gradual increase in impulse purchasing, and a more general shift towards postponing purchase decisions until actually at the point of purchase (Phillips and Cox, 1998). The importance of decisions made at the point of purchase has been shown in a number of studies.…”