The Bright Side of Disorganization: When Surprise Generates Low-Price Signals

Wagner Junior Ladeira, Tareq Rasul, Marcelo G. Perin, Fernando De Oliveira Santini

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)


The research problem of this paper attempts to understand the effects of disorganized versus organized shelves on search information. Contemporary retail studies have tended to discover how the organization of displays can evoke increased consumer attention. Thus, the purpose is to examine how disorganization cues shelf displays foster surprise through information search and the implications of that process for visualizing low-price signals. In three experiments carried out using eye-tracking devices and face reader techniques (two in the laboratory and one in the field), empirical evidence is presented that disorganization cues can generate an increase in information search generated by cognitive processing, increased emotional surprise manifested levels via schema discrepancy, and perception of low-price provoked by the attempt to reduce the risk of choice.
Original languageEnglish
JournalJournal of Retailing and Consumer Services
Publication statusPublished - 1 Jul 2023


  • Disorganized Display Cues
  • Cognitive Processing
  • Schema Discrepancy
  • Surprise
  • Low-Price Perception


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