How do storefront window displays influence entering decisions of clothing stores?

Hyunjoo Oh and Jenny Petrie

Journal of Retailing and Consumer Services, 2012, vol. 19, issue 1, 27-35

Abstract: Store window displays play important roles in influencing shoppers' store entry decisions and their perceptions of brand/store image. The purpose of this study is to explore how shoppers' perceptions of window displays interact with situational variables in making their store entry decisions. We conducted experimental studies by using merchandise-focused versus artistic storefront window displays under situations comprising of shopping motive types (purchase versus recreational) and cognitive load levels (low versus high). Our results demonstrate the effectiveness of these window displays bounded by the interplay between shopping motives and cognitive loads.

Keywords: Storefront window display; Understanding; Exploration; Shopping motive; Cognitive load (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:19:y:2012:i:1:p:27-35

DOI: 10.1016/j.jretconser.2011.08.003

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