This Way to Produce: Strategic Use of Arrows on Grocery Floors Facilitate Produce Spending Without Increasing Shopper Budgets

It is assumed fruits and vegetables (F&V) are infrequently purchased because they are unavailable because of location, price, or quality.1 Yet, F&V availability does not necessarily result in frequent purchases.2 Instead, purchasing patterns may reflect persuasive in-store shopper marketing3 of less healthy foods, resulting in disproportionately smaller F&V spending compared with what is suggested.4 In-store marketing that is salient, provides a behavioral benchmark to which shoppers can compare their in-store behavior, and is easy to interpret could revitalize current attempts to encourage fresh F&V purchases.