How does visual merchandising affect consumer affective response?

Abstract

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.

Does the presence of a mannequin head change shopping behavior?

“…To expert consumers, who can discern important from irrelevant information, the mannequin heads are irrelevant and more likely to detract from their ability to envision themselves wearing that particular merchandise. This is consistent with the findings of Law et al (2012) who interviewed sixty-four women in eight focus groups regarding about visual merchandising of intimate apparel retailers.…”

“…For these women, mannequin heads appear to distract their visual processing and ability to envision wearing the displayed merchandise. In fact, Law et al (2012) concluded that the headless mannequin (versus headed mannequins) allowed customer to visualize themselves in the clothing. In this context, envisioning means that consumers can imagine themselves in the clothing as they view the mannequins, such that they rely on the mannequins to visualize how the displayed clothes would look on them and infer the degree of product fit (Sen et al, 2002).…”

“…Yet despite this ubiquity, inquiry into the effects of mannequins is sparse. Related research provides mostly qualitative insights which are based on store displays in their entirety, rather than focusing specifically on the effects of mannequins (e.g., Fiore, Yah, & Yoh, 2000;Kerfoot, Davies, & Ward, 2003;Law, Wong, & Yip, 2012;Oh & Petrie, 2012). The results of such broader store display research highlight the importance of mannequins and the need for further investigations of their role.…”

The Impact of Visual Merchandising, on Impulse Buying Behavior of Retail Customers

“…Promotional offerings at the entrance (sale or discount) X 4 The independent variable window display positively affect the dependent variable -Buying behavior. The independent variables window display is linear& positively with the dependent variable -Buying behavior.…”

“…H4a: There is significant relationship between customers' impulse buying behavior and promotional offerings at the entrance (sale or discount). The multiple regression model is Y= -0.00000114+.906X 1 +.918X 2 +.932X 3 +.956X 4 The independent variable creative promotional offerings at the entrance (sale or discount). Positively affect the dependent variableBuying behavior.…”