Changing consumers’ minds at the point of sale: price discounts vs. in-store advertising

Point-of-sale (POS) promotions are increasingly relevant for manufacturers, with substantial impacts on shoppers’ decision-making in competitive environments. To provide new guidelines for effectively using such promotions, this article distinguishes POS activities that provide an incentive to buy by altering perceptions of economic purchase value (e.g., price discount) from those that create a reason to buy by emphasizing product attributes...