info:eu-repo/semantics/bookPart Local food sales and point of sale priming https://phaidrabg.bg.ac.rs/o:29602 doi:10.1108/EJM-07-2019-0604 ISSN: 0309-0566 European Journal of Marketing 55(13) http://creativecommons.org/licenses/by/4.0/legalcode Keywords Supermarkets, Field experiment, Priming, Local foods Brečić, Ružica Sinčić Ćorić, Dubravka Lučić, Andrea Gorton, Matthew Filipović, Jelena application/pdf 450542 bytes 2021 eng Abstract: Purpose – An intention-behavior gap often occurs for socially responsible consumption, where despite positive consumer attitudes, sales remain disappointing. This paper aims to test the ability of in-store priming to increase sales of local foods vis-à-vis imported, cheaper equivalents. Design/methodology/approach – Laboratory and field experiments in three countries (Croatia, Slovenia and Serbia), working with an international grocery retailer, assess the ability of textual and pictorialbased point of sale (PoS) materials to increase the purchase of local foods. Field sales data, for the purchase of local apples and cherries and their imported equivalents, are complemented by an analysis of loyalty card transactions. Findings – Field data indicate that both pictorial and textual PoS materials, significantly increase the likelihood of purchasing local foods, against cheaper imported equivalents. Pictorial PoS materials appear more effective than textual equivalents. Laboratory study data indicate that PoS materials increase the salience of goal consistent mechanisms in decision-making at the expense of mechanisms to achieve nonprimed goals. Research limitations/implications – The field experiment lasted for only two weeks and focused on seasonal produce. Practical implications – PoS materials offer a low cost intervention for modifying consumer behavior in stores. Originality/value – The paper develops a theory regarding how priming works and its application in a supermarket setting. This is investigated and validated in the context of local foods. The study offers encouragement for the usefulness of other in-store primes, such as relating to diet, to improve socially desirable outcomes without economic incentives or coercion and in a cost-effective manner.