Shoppers make up their mind about a product in about the time it takes to read this sentence. (Jack Neff , 2007). In the first 3-7 seconds after a shopper encounters a product on a store shelf, the marketers have the best chance of converting a browser into a buyer by appealing to their senses,...

Although many studies have documented that in-store displays and feature advertising can significantly increase brand choice probabilities, the mechanism through which they affect the choice decision process is not well understood. The marketing literature has suggested twoprominent decision...