Table 5.

Summary of results.

Hypotheses	Expected effect	Result
H1	Product displays engender a positive effect on sales.	Confirmed
H2	Advertising flyers engender a positive effect on sales.	Confirmed
H3	The perceived quality attributed to the brand enhances the effectiveness of displays more than it does the effectiveness of advertising flyers for sales.	Confirmed
H4	The perceived quality attributed to the intrinsic product characteristics enhances the effectiveness of advertising flyers more than it does the effectiveness of displays for sales.	Confirmed