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EMAC 2020 Regional Conference

Matrix type product display: Its concept and effectiveness

Published: September 16, 2020


Takeshi Moriguchi, Waseda University; Hisashi Kawamata, Graduate School of Commerce, Waseda University; Shuzo Abe, Waseda University


matrix format; product display; ease of comparison


The method of product display has been of great interest in academic and practical areas. Above all, the comparison between vertical and horizontal display has been the focus of existing research. For example, Deng et al. (2016) found the advantage of horizontal display from the perspective of consumers' perception and actual behavior. In this paper, using the concept of matrix type product display, we reveal the advantage of horizontal display isn’t universal. Two Studies examine that consumers perceive greater ease of comparison and higher evaluation on the matrix type display regardless of whether it is a horizontal or vertical display.