Exposure to sales flyers and increased purchases in retail supermarkets

Results from two studies indicate that exposure to the advertising sale fly er for retail supermarkets is significantly and positively related to the n umber of advertised products purchased, the amount spent on these products, the number of coupons redeemed, and the total number of products purchased . Using the no advertising exposure condition as a baseline, exposure to th e advertising sale flyer results in more than a 100 percent increase in the number of advertised products purchased and dollar amount spent on promote d products. The decision to examine these advertisements is positively rela ted to the price sensitivity and age of consumers. Conclusions for retail m anagers and advertisers are offered.