The Application of Eye-Level Marketing Theory to Idea Selection During Team Based Brainstorming Sessions?
Eye level marketing strategies is a visual merchandising technique involving the specific shelf placement of products. In general, the theory is that consumers are more likely to purchase items that are in their immediate viewing range at eye level. It is implemented in many grocery stores, convenience stores, food service, apparel shops, hospitality, merchandise retailers, etc. In general, it has been shown to be a powerful tool to increase sales of the product in stores and thus the eye level shelves come at a premium and retailers can charge more for this service. In this proposed research project, we are applying these phenomena to another domain in which the location of the product may impact the selection of the product. Specifically, in a team based idea generation session, such as a brainstorming session, teams post dozens of ideas on a wall. Just like in a grocery store, some ideas are at eye level and some are not. The research question is “are ideas placed at eye level more likely to be selected by team members than ideas placed elsewhere?” Does eye level marketing subconsciously apply to idea selection? The related hypothesis is that ideas placed at eye level will be much more likely to be selected for further consideration than ideas that are not.