The Effect of Lifestyle and Shoppable Fashion Product Displays on Consumers’ Approach and Avoidance Behavior

Cara Damminga, Juanjuan Wu and Kim Johnson

Journal of Global Fashion Marketing, 2012, vol. 3, issue 3, 108-118

Abstract: This research conducted in the US investigated the effect of lifestyle and shoppable fashion product displays on consumers’ emotional states (pleasure, arousal, cognitive pleasure) and further on approach and avoidance behaviors. It also tested the moderating effect of consumers’ convenience orientation and hedonic shopping value on the relationship between product displays and consumers’ emotional states, as well as between product displays and their approach and avoidance behavior. A 2 (lifestyle vs. non-lifestyle) by 2 (shoppable vs. non-shoppable) experimental research revealed that participants who viewed the lifestyle-shoppable product display experienced significantly more arousal, pleasure, and cognitive pleasure than those who viewed the non-lifestyle-non-shoppable product display.

Date: 2012
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DOI: 10.1080/20932685.2012.10593113

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