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A new research paper challenges the popular notion that unplanned purchases are the norm when people shop at the supermarket. According to a Knowledge@Wharton summary of the findings, such thinking has encouraged retailers to “to devote growing resources to in-store promotion — for example, featuring certain products at the ends of aisles and in checkout lines to encourage impulse buying.”
While not dismissing the importance of in-store marketing, the paper’s authors — Wharton marketing professor David R.
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