PurposeThe aim of this article is to investigate the relationship between visual merchandising elements and consumer affective response by focusing on a function‐oriented product – intimate apparel.Design/methodology/approachIn this paper, a different perspective on visual merchandising is offered through the different types of intimate apparel retailers (from fashion‐oriented, mass market‐oriented to fashion forward). This is presented in an interpretive study of Hong Kong Chinese female consumers, between the ages of 25 and 35. A qualitative approach is employed and the grounded theory method is chosen. A total of eight focus group interviews are conducted with 64 subjects.FindingsThe findings indicate that participating subjects have two points of view when evaluating visual store displays, which include utilitarian and hedonic aspects. The utilitarian aspect relates to the actual needs of consumers, such as garment deterioration, seasonal changes and occasions. The hedonic aspect finds that the perceived female image governs consumer interpretation and acceptance of visual displays. It also reveals that the need to be feminine sets the guidelines to evaluating visual stimulus in stores. Display elements, such as mannequins, colour, lighting and props that emphasize feelings of feminine sexuality, tend to trigger negative affective responses in consumers which finally affect purchase intentions.Originality/valueThe authors aim to explore consumer affective response on visual stimulus in stores by considering the aesthetic, symbolic and cultural perceptions of a function‐oriented product – intimate apparel. The literature to date tends to focus on the interaction between individual visual merchandising elements (e.g. colour, lighting) with consumers. However, the product nature and its symbolic meaning have not been seriously taken into consideration. Due to the immense market potential in the East, applying western‐developed theories may not be universally appropriate. There may be different results and patterns in consumer behaviour. Thus, this study aims to enrich existing knowledge of atmospheric management by including the interaction of Eastern values and product nature on affective responses.

Adolescent idiopathic scoliosis is a common condition found in adolescents. A rigid brace is often prescribed as the treatment for this spinal deformity, which negatively affects user compliance due to the discomfort caused by the brace, and the psychological distress resulting from its appearance. However, the latter, which is the impact of visual aesthetics, has not been thoroughly studied for scoliosis braces. Therefore, a qualitative study with in-depth interviews has been carried out with 10 participants who have a Cobb angle of 20°-30° to determine the impact of visual aesthetics on user acceptance and compliance towards the brace. It is found that co-designing with patients on the aesthetic aspects of the surface design of the brace increases the level of user compliance and induces positive user perception. Therefore, aesthetic preferences need to be taken into consideration in the design process of braces. Practitioner Summary: The impact of visual aesthetics on user acceptance and compliance towards a rigid brace for scoliosis is investigated. The findings indicate that an aesthetically pleasing brace and the involvement of patients in the design process of the brace are important for increasing user compliance and addressing psychological issues during treatment.

There is an ongoing debate about whether emotional responses to artworks are similar to those produced by the commercial stimuli experienced in everyday life. In this study, we evaluated the emotional responses to the visual art and commercial stimuli by using electroencephalography (EEG) to obtain an objective measure of emotional responses of the brain, namely the frontal alpha asymmetry. Positive frontal alpha asymmetry suggests positive emotional responses, and vice versa. The visual art stimuli consisted of 80 artistic and naturally colored paintings whereas the commercial stimuli consisted of 80 different window displays of fashion collections. The results revealed that positive frontal alpha asymmetry was elicited when the participants judged the visual art stimuli as either beautiful or not beautiful. For the commercial stimuli, positive frontal alpha asymmetry was observed when they were considered as beautiful, whereas negative frontal alpha asymmetry was exhibited toward those perceived as not beautiful. These findings suggest more positive emotional responses to the visual art stimuli, regardless of their aesthetics. However, favorable emotional responses were only elicited toward the commercial stimuli regarded as beautiful. The implications for the creative and aesthetic design of the commercial stimuli in Chinese society in influencing consumers’ emotional responses are discussed.

Music training can improve cognitive functions. Previous studies have shown that children and adults with music training demonstrate better verbal learning and memory performance than those without such training. Although prior studies have shown an association between music training and changes in the structural and functional organization of the brain, there is no concrete evidence of the underlying neural correlates of the verbal memory encoding phase involved in such enhanced memory performance. Therefore, we carried out an electroencephalography (EEG) study to investigate how music training was associated with brain activity during the verbal memory encoding phase. Sixty participants were recruited, 30 of whom had received music training for at least one year (the MT group) and 30 of whom had never received music training (the NMT group). The participants in the two groups were matched for age, education, gender distribution, and cognitive capability. Their verbal and visual memory functions were assessed using standardized neuropsychological tests and EEG was used to record their brain activity during the verbal memory encoding phase. Consistent with previous studies, the MT group demonstrated better verbal memory than the NMT group during both the learning and the delayed recall trials in the paper-and-pencil tests. The MT group also exhibited greater learning capacity during the learning trials. Compared with the NMT group, the MT group showed an increase in long-range left and right intrahemispheric EEG coherence in the theta frequency band during the verbal memory encoding phase. In addition, their event-related left intrahemispheric theta coherence was positively associated with subsequent verbal memory performance as measured by discrimination scores. These results suggest that music training may modulate the cortical synchronization of the neural networks involved in verbal memory formation.

Consumers' aesthetic experience has often been linked with the concept of beauty, which is regarded as subjective and may vary between individuals, cultures and places, and across time. With the advent of brain-imaging techniques, there is more and more evidence to suggest that aesthetic experience lies not only in the eye of the beholder, but also in the brain of the beholder. However, there are gaps in the previous research in this area, as several significant issues have not yet been addressed. Specifically, it is unclear whether the human brain really pays more attention and generates more positive emotional responses to beautiful things. To explore the brain activity relating to consumers' aesthetic experiences, 15 participants were recruited voluntarily to view a series of personal-appearance styles. They were invited to make aesthetic judgments while their brain activity was recorded by electroencephalography. Two electroencephalographic (EEG) indicators, theta coherence and frontal alpha symmetry, were utilized. Theta coherence is a measure of linear synchronization between signals at two electrode sites. It reflects the degree of functional cooperation between the underlying neuronal substrates and was used to explore the attentional processing involved in aesthetic judgments. Frontal alpha asymmetry is derived by subtracting the log-transformed absolute alpha power of the left hemisphere from the analogous log-transformed alpha power of the right hemisphere. It was used as an indicator of emotional response. During aesthetic judgments, long-range theta coherence increased in both hemispheres and more positive frontal alpha asymmetry was found when the styles were judged to be beautiful. Therefore, participants demonstrated brain activity suggestive of central executive processing and more positive emotional responses when they considered styles to be beautiful. The study provides some insight into the brain activity associated with consumers' aesthetic experiences, and suggests new directions for exploring consumer behavior from the perspective of neuroscience.