Passage 8

Display of goods

Are supermarkets designed to persuade us to buy more?

Fresh fruit and vegetables are displayed near supermarket entrances. This gives the impression that only healthy food is sold in the shop. Basic foods that everyone buys, like sugar and tea, are not put near each other. They are kept in different aisles so customers are taken past other attractive foods before they find what they want. In this way, shoppers are encouraged to buy products that they do not really need.

Sweets are often placed at children's eye level at the checkout. While parents are waiting to pay, children reach for the sweets and put them in the trolley.

More is bought from a fifteen-foot display of one type of product than from a ten-foot one. Customers also buy more when shelves are full than when they are half empty. They do not like to buy from shelves with few products on them because they feel there is something wrong with those products that are there.