Birds of a feather flocked together look abundant: The visual gestalt effect of an assortment presentation

Ha Kyung Lee and Ho Jung Choo

Journal of Business Research, 2019, vol. 104, issue C, 170-182

Abstract: This study aims to investigate the visual gestalt effect of an assortment on consumers' behavioral intention toward a store. We expect that presenting an assortment in a manner that helps consumers form a visual gestalt will increase variety perception for such assortment. Across four experiments, we demonstrate the mediated effect of visual gestalt grouping on consumer purchase intentions through the critical role of variety perception. The visual gestalt effect examined in this paper may compensate for the shortage of previous studies that have explored how assortment presentation influences consumer responses. We offer retailers new insights into diverse presentation methods that communicate the value of their products to consumers.

Keywords: Visual gestalt effect; Assortment presentation; Assortment variety perception; Behavioral intentions (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:104:y:2019:i:c:p:170-182

DOI: 10.1016/j.jbusres.2019.06.022

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