The purpose of the present study was to examine the effects of consumer's purchase plans, price type POP advertising presentation and image type POP advertising presentation on in-store consumer behaviors from the points of item choices and contact with advertising. We carried out an survey interview for 263 consumers in a supermarket in Higashiosaka city and analyzed the data according to the experimental design: 2 (consumer's having some purchase plans or not) × 2 (being present of price type POP advertising or not) × 2 (being present of image type POP advertising or not). The results showed that price type POP advertising and image type POP advertising had different kinds of effects. It was suggested that the former promoted rational consumer behaviors and the latter promoted emotional consumer behaviors in item choices. We found the effects of contact with advertising on sales promotion only in price type POP advertising. We also found that consumer's purchase plans and a condition of POP advertising presentation had interaction effects on item choices and contact with advertising.
