Grouping products into a category shows people the way to make clear judgments about how to spend their money, Karmarkar says. Seeing similar options seems to reinforce the idea that the consumer is on the right track by purchasing this kind of item, and can provide the psychological nudge the shopper needs to buy it.
If the retailer veers off topic and displays something unrelated to the target item, the shiny new objects could distract the consumer enough to abandon the initial product.
“The retailer is implying that yes, Bananagrams is great, but look at the other things we have in the store,” Karmarkar says. “For a lot of shoppers, who only have a certain amount of money to spend and have the awareness that they can’t buy everything, it could distract them from their focus.”
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