Article1999

Exposure to Sales Flyers and Increased Purchases in Retail Supermarkets

Scot Burton · Donald R. Lichtenstein · Richard G. Netemeyer

67 citations0/0 files storedJournal of Advertising Research

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Consumer Retail Behavior Studies

Abstract

Results from two studies indicate that exposure to the advertising sale flyer for retail supermarkets is significantly and positively related to the number of advertised products purchased, the amount spent on these products, the number of coupons redeemed, and the total number of products purchased. Using the no advertising exposure condition as a baseline, exposure to the advertising sale flyer results in more than a 100 percent increase in the number of advertised products purchased and dollar amount spent on promoted products. The decision to examine these advertisements is positively related to the price sensitivity and age of consumers. Conclusions for retail managers and advertisers are offered.

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References

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