Part3

Retailers and producers talk a lot about the ‘moment of truth’. This is not a philosophical idea, but the point when people standing in the aisle decide to buy something and reach to get it. At the instant coffee section, for example, branded products from the big producers are arranged at eye level while cheaper ones are lower down, along with the supermarket’s own label products.

But shelf positioning is fiercely fought over, not just by those trying to sell goods, but also by those arguing over how best to manipulate shoppers. While many stores reckon eye level is the top spot, some think a little higher is better. Others think goods displayed at the end of aisles sell the most because they have the greatest visibility. To be on the right-hand side of an eye-level selection is often considered the very best place, because most people are right-handed and most people’s eyes drift rightwards. Some supermarkets reserve that for their most expensive own-label goods.

第三部分

零售商和生产商经常会谈论“关键时刻”。 这不是一个哲学概念，而是当人们站在过道上决定购买某样东西并伸手去拿的时刻。例如，在速溶咖啡区，大生产商的品牌产品与视线平齐，而较便宜的产品与超市自有品牌的产品放在较低的位置。  

但是，货架位置一直存在激烈的争论，不仅是那些试图销售商品的人，也包括那些争论如何最好地操纵购物者的人。虽然许多商店认为眼睛高度是最重要的位置，但有些人认为高一点更好。 另一些人则认为，陈列在过道末端的商品卖得最好，因为它们的可见度最高。在视平线的右边通常被认为是最好的位置，因为大多数人都是右撇子，大多数人的眼睛都会向右偏移。 一些超市将其用于最昂贵的自有品牌商品。