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Local food sales and point of sale priming: evidence from a supermarket field experiment

Lookup NU author(s): Professor Matthew GortonORCiD

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This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).

Abstract

An intention-behaviour gap often occurs for socially responsible consumption, where despite positive consumer attitudes, sales remain disappointing. This paper tests the ability of in-store priming to increase sales of local foods vis-à-vis imported, cheaper equivalents. Laboratory and field experiments in three countries (Croatia, Slovenia and Serbia), working with an international grocery retailer, assess the ability of textual and pictorial based Point of Sale (PoS) materials to increase purchase of local foods. Field sales data, for the purchase of local apples and cherries and their imported equivalents, are complemented by an analysis of loyalty card transactions. Results indicate that both pictorial and textual PoS materials significantly increase the likelihood of purchasing local foods, against cheaper imported equivalents. Pictorial PoS materials appear more effective than textual equivalents. Laboratory study data indicate thatPoS materials increase the salience of goal consistent mechanisms in decision-making at the expense of mechanisms to achieve non-primed goals.

Publication metadata

Author(s): Brečić R, Sinčić Ćorić D, Lučić A, Gorton M, Filipović J

Publication type: Article

Publication status: Published

Journal: European Journal of Marketing

Year: 2021

Volume: 55

Issue: 13

Pages: 41-62

Print publication date: 10/06/2021

Online publication date: 07/04/2021

Acceptance date: 31/12/2020

Date deposited: 26/03/2021

ISSN (print): 0309-0566

ISSN (electronic): 1758-7123

Publisher: Emerald Publishing Limited

URL: https://doi.org/10.1108/EJM-07-2019-0604

DOI: 10.1108/EJM-07-2019-0604

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