In-store displays aim to boost sales of both utilitarian and hedonic products. Noting typical differences in the information processing and purchase behavior evoked by these product types, and building on congruency theory principles, the authors propose that different types of in-store displays (i.e., island, end-of-aisle, or shelf signage) are more appropriate for utilitarian versus hedonic products, and the use of price or product promotions might reinforce these effects. With a database that combines three data sources (scanner, observational, and survey), this article presents an analysis of a market share model at the SKU level. The results confirm that in-store displays have differential effects on sales, depending on their characteristics; congruency between the decision-making process of utilitarian versus hedonic products and the characteristics of in-store display types moderates their effectiveness in terms of SKU sales. Shelf signage strongly increases the sales of utilitarian products, whereas island and end-of-aisle displays increase sales of hedonic product categories more effectively. The use of congruent promotions creates synergistic influences that reinforce these effects. In particular, price promotions improve the impact of shelf signage on utilitarian products, and product promotions strengthen the impacts of island and end-of-aisle displays on hedonic products. These results extend prior research on in-store marketing actions and the nature of utilitarian versus hedonic products, as well as providing recommendations for retailers and manufacturers seeking to optimize their retail space and commercial budgets.

店内展示旨在促进实用和享乐产品的销售。注意到这些产品类型引起的信息处理和购买行为的典型差异，并基于一致性理论原则，作者提出不同类型的店内展示（即岛、过道末端或货架标牌）是更适合实用产品而不是享乐产品，并且使用价格或产品促销可能会加强这些效果。本文使用结合了三个数据源（扫描仪、观察和调查）的数据库，在 SKU 级别对市场份额模型进行了分析。结果证实店内陈列对销售有不同的影响，这取决于它们的特性；实用产品与享乐产品的决策过程与店内展示类型的特征之间的一致性在 SKU 销售方面调节了它们的有效性。货架标牌大大增加了实用产品的销售额，而岛式和过道尽头的展示则更有效地增加了享乐产品类别的销售额。使用一致促销会产生协同影响，从而加强这些效果。特别是，价格促销提高了货架标牌对实用产品的影响，而产品促销则加强了孤岛和过道末端展示对享乐产品的影响。这些结果扩展了先前对店内营销行为以及功利与享乐产品的性质的研究，