COGNITIVE BIASES IN MERCHANDISING ACTIVATION AND EFFECT ON SUPERMARKET SALES

ABSTRACT Competition among different brands in supermarkets motivates consumer goods companies to develop and implement and activate merchandising materials at the point of sales (POS). These merchandising materials attempt to influence shoppers and promote sales. On the other hand, behavioral economics studies the decision-making of individuals based on their preferences and beliefs, influenced by cognitive bias. This study attempts to understand the effect of loss aversion and mental accounting biases in POS materials on supermarket sales. We conduct two experiments with a consumer brand in a supermarket chain. The results reveal a positive and significant effect on sales only for the cognitive bias of loss aversion, applied to the POS materials.

摘要：超市中不同品牌之间的竞争激励了消费品公司开发、实施并激活销售点（POS）的促销材料。这些促销材料旨在影响购物者并促进销售。另一方面，行为经济学研究基于个体偏好和信念，受认知偏差影响的决策。本研究旨在理解销售点促销材料中损失厌恶和心智账户偏差对超市销售的影响。我们针对一家超市连锁店中的消费品品牌进行了两项实验。结果显示，仅在应用于销售点材料的损失厌恶认知偏差方面，对销售产生了积极且显著的促进作用。