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首页> 外文期刊>Journal of Business Research >Larger partitions lead to larger sales: Divided grocery carts alter purchase norms and increase sales
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Larger partitions lead to larger sales: Divided grocery carts alter purchase norms and increase sales

机译：更大的分区可带来更大的销售额：分散的杂货推车改变了购买规范并增加了销售额

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Before food portions are determined at home, they are determined at the supermarket. Building on the notion of implied social norms, this research proposes that allocating or partitioning a section of a shopping cart for fruits and vegetables (produce) may increase their sales. First, a concept test for on-line shopping (Study 1) shows that a large produce partition led people to believe that purchasing larger amounts of produce was normal. Next, an in-store study in a supermarket (Study 2) shows that the amount of produce a shopper purchased was in proportion to the size of this partition-the larger the partition, the larger the purchases (especially in a nutrition reinforced environment). Using partitioned or divided shopping carts (such as half-carts) could be useful to retailers who want to sell more high-margin produce, but they could also be useful to consumers who can simply divide their own shopping cart in half with their jacket, purse, or briefcase. Divided shopping carts may lead to healthier shoppers and to healthier profits. (C) 2017 Elsevier Inc All rights reserved.
机译：在家里确定食物份量之前，先在超市确定它们。基于隐含的社会规范的概念，本研究建议为水果和蔬菜（农产品）分配或划分购物车的一部分，以增加其销售额。首先，在线购物的概念测试（研究1）表明，大量的产品分区使人们认为购买大量产品是正常的。接下来，在超市中进行的一项店内研究（研究2）显示，购物者购买的产品数量与该隔板的大小成正比-隔板越大，购买量就越大（尤其是在营养强化的环境中） 。对于希望销售更多高利润产品的零售商而言，使用分区或分割的购物车（例如半推车）可能会有用，但对于只将自己的购物车和外套分开一半的消费者来说，它们也可能有用。钱包或公文包。分开的购物车可能会带来更健康的购物者和更健康的利润。 （C）2017 Elsevier Inc保留所有权利。

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