Abstract
We develop a theoretical framework, spatial lock-in, for understanding how visual continuity across multiple units creates consumer commitment in merchandising contexts. Drawing parallels to temporal lock-in in Reward-Program Promotions (Bombaij et al., 2026), we propose that spatial lock-in operates through Gestalt unity and perceptual fluency rather than goal completion and deadline pressure, yet serves similar strategic functions: enabling non-price differentiation in competitive markets. We position spatial lock-in as a general theoretical construct applicable across multiple visual merchandising phenomena, including but not limited to: billboard packaging (recently documented by Zhang et al., 2026), store layout design, sequential advertising, and product placement. Using billboard packaging as one illustrative case, we demonstrate how existing empirical patterns align with spatial lock-in predictions, though we emphasize these represent theory-consistent illustrations rather than empirical validation. Our framework contributes by: (1) introducing spatial lock-in as a construct distinct from but analogous to temporal lock-in, (2) explicitly identifying where this analogy holds versus breaks down, (3) demonstrating applicability across multiple merchandising domains, (4) generating testable boundary condition predictions derived from non-price promotion theory, and (5) providing a research agenda for empirical validation. This is primarily a theory-building contribution. We do not claim empirical validation but rather present a conceptual framework that organizes existing findings, explains patterns across diverse phenomena, and generates specific testable predictions for future research. The framework suggests that marketers possess multiple pathways to non-price differentiation, through temporal commitment (reward programs), spatial commitment (visual continuity), or potentially other dimensions yet to be identified, with choice depending on category characteristics and competitive conditions...