Daniele Porcheddu Antonio Pinna Maura Pugliatti

Asymmetric colour perception in point-of-sale: some implications for merchandising

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In this work we evaluate the phenomenon of asymmetric perception of coloured stimuli located in an aisle of a virtual store. In an experimental context of rapid perception and stimulation of peripheral vision, it was found that coloured items were perceived more accurately and rapidly when placed on the left rather than on the right shelf. This result seems to reveal the existence of an inter-shelves effect. Our work is a first contribution to fill the gap between the seminal study by Rettie and Brewer (2000) and the subsequent literature which extended to other spheres of merchandising some findings originally concerning some problems of package design.


  • shelf position
  • merchandising
  • colour perception
  • brain hemispheric laterality
  • asymmetry
  • visual field


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