The findings from this research indicate that shoppers who habitually select confectionaries and beverages from the checkout counters most often forget to browse for these items in the main display aisle. Shoppers pick magazines and cookbooks at the checkouts only when they have forgotten to make their selection at conventional stocking points in the aisles. The mix of reading material displayed at the checkout counter is especially sensitive in yiew of buyers of magazines/cookbooks from checkout counters not ordinarily perceiving browsing of these items at checkouts as a pleasurable way of passing their time. Retailers could use this study's evidence of the 'less involved'
attribute of shoppers to purchase beverages at checkouts as an opportunity to sell from these counters slower moving beverage and confectionery brands, those of which that are close to use by dates and new flavours.