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


Contemporary retail studies have tended to discover how the organization of displays can evoke increased consumer attention. This paper assumes that there are conditions in retail that make the organization of exhibitions unfeasible. 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 studies (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 - Apr 2023


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


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