Shelf space schemas: Myth or reality?

@inproceedings{Valenzuela2013ShelfSS,
  title={Shelf space schemas: Myth or reality?},
  author={Ana Karen Valenzuela and Priya Raghubir and Chrissy Mitakakis},
  year={2013}
}
A series of studies identifies that consumers hold beliefs about how retailers organize product displays in stores. These beliefs do not reflect reality, but consumers pervasively use them even when discredited. Study 1 finds that consumers believe popular products are placed on middle shelves, expensive products on top shelves and promoted products on the extremes of a display. However, a field study encompassing two different geographical areas, eight stores and four product categories shows… CONTINUE READING
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