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,...

Two experiments examine the effect of the visual size of a gift in a free gift promotion on consumer judgments. Results show that promotional offers that highlight the free gift (rather than the product) are less effective than those that highlight the product to be purchased. Increasing the...