•Visual merchandising and store atmospherics evolved as cross-over domains in retail.•TCCM (Theory, Context, Characteristics, Methods) framework based review.•Visual merchandising as a product-driven ...display function fit for independent research.•Store atmosphere/ atmospherics encompasses a store-wide display function.•Understanding interplay of visual merchandising and store atmospherics is critical.
Visual merchandising has gained importance in contemporary retail research and practice. Initially considered as an essential element of retail store atmospherics, the scope of visual merchandising has now extended well beyond the usual reference of a visual stimulus. As research on visual merchandising and store atmospherics continues to converge, this systematic literature review aims to identify the research gaps and overlaps to help researchers with directions on formulating original research ideas in this cross-over domain. A framework-based review using Theory, Context, Characteristics, and Methods (TCCM) typology with an integrated analysis of 88 research articles published between 2000 and 2020 was carried out. It was found that visual merchandising as a product-driven display function has been closely related to store atmosphere as a store-wide display function. Hence an integrated framework of research in visual merchandising and store atmospherics becomes imperative to understand their interplay in the evolving scope of traditional and e-tailers' environments. The paper contributes as the first and most comprehensive review of research on visual merchandising with the closely substitutable domain- store atmospherics.
This research aims to analyze the perception of customers who visit points of sale on the determining elements of visual merchandising. The study is carried out under a quantitative and descriptive ...approach through a survey applied to a sample of 159 external customers, where it was found that there is a primarily positive perception. However, there are unfavorable factors such as the ambiance with music, the relevance of promotions, seasonality, and distribution of products. In conclusion, it is known that Caracol stores, although they use Visual Merchandising, have aspects that customers negatively perceive.
In the retail environment, attention is requisite to purchase, attention being the collection and assessment of stimuli from our senses (visual stimuli are generally the most important) for cognitive ...processing according to the needs of the moment. Visual attention is easily and affordably measured today using eye tracking technology. This paper reviews the “state of play” of the use of eye tracking technology as a research tool in retail and retail marketing. The review is timely as during the last decade many non-proprietary eye tracking studies have been published in marketing, consumer behavior, and retail journals, and additional work is expected as the technology gains adoption in consumer research. We reviewed studies that contributed to an understanding of consumer behavior in the gold standard of consumer interface: the retail store. The goal of the paper is to provide a synthesis of retail-focused eye tracking study findings. We present the managerial and theoretical significance of the research as well as an agenda that considers the use of eye tracking from pre-shopping through point of sale.
Unlike brick-and-mortar stores where consumers can use all of their senses to examine a product, online retailers must properly present products to shoppers via a computer-mediated interface. In this ...exploratory study, we investigate how the brain makes purchase decisions when it encounters different types of visual presentation strategies. Specifically, we use event-related fMRI to study brain activation preceding purchase decisions under three visual presentation strategies: (1) static picture, (2) image zooming, and (3) rotation video. Twenty-four (24) participants made 60 apparel purchase decisions. Utilizing machine learning, we study whether and how various neural circuits are engaged in purchase decision-making in regard to different types of visual sensory information. The functional neuroimaging results suggest high accuracy (highest: 95%, Rotation condition) in predicting purchase decisions using brain activity in the product evaluation process. Furthermore, cross-category validation reveals the activation patterns under the Rotation condition most successfully predict choices across the other two presentation conditions: this suggests a potential universal brain activity pattern in these apparel purchase decisions. Finally, we found some brain regions (such as the cerebellum) that are less likely to be associated with purchase decisions but are considered influential in predicting online apparel purchase decisions in the context of watching a rotation product video. The cerebellar activation may suggest association with spatial cognition and virtual navigation in addition to motor control. This study contributes to the research field of NeuroIS and online shopper study. The results provide empirical evidence to support the refined S-O-R theoretical model Jacoby (2002) and heuristic information process and inform the practical implications of sensory-engaging presentations in helping consumers to make online purchase decisions.
•We compared the purchase choices made in the three product presentation conditions.•The buy/not buy decision can be predicted accurately using neural activity patterns.•Whole-brain classification achieves high accuracy in predicting purchase decisions.•Rotation condition has the highest prediction accuracy rate of 95%.•Cross-category validation suggests a possible common brain pattern of buying choice.
With exists the development of fashion Of course It just has a big impact on the people who want it No Want to must follow existing trends, for all circles, especially in circles generation young. ...Next, there are advances in media that can said to the more advanced for example print media or electronic media, so the internet has an role important in sourcing information to the public about the latest fashion trends. Study This aims To test and analyze the influence of Hedonic Shopping Votive and Visual Merchandising on Impulse Buying with ShoppingLifestyle as a variable affecting Shopee consumers in Mataram City. Population in study This is consumers who use it Shopee platform. Taking samples with the technique of purposive sampling. Amount respondents is 100. The analysis technique used is SEM-PLS with Smart PLS 3.0 software. Research results This finds that there exists influence in a way directs Hedonic Shopping Motive and Shopping Lifestyle towards Impulse Buying, only Visual Merchandising is not influential in a way direct to Impulse Buying. Hedonic Shopping Motive and Visual Merchandising are not influential in a way direct to Impulse Buying. Shopping Lifestyle is not capable of becoming a liaison between Hedonic Shopping Motive and Visual Merchandising towards Impulse Buying consumers in shops on the Shopee platform.
•We examine consumer size perceptions based on online product pictures.•Online size perceptions require more effort and are less accurate.•Size perceptions take more time and consumers pay more ...attention to labels online.•Consumers overestimate the sizes of small products online.•Consumers underestimate the sizes of large products online.
This study examines consumers’ liquid volume size perceptions based on standardized product pictures in online stores. Four empirical studies compare liquid volume size perceptions for the same products when displayed online and offline. The findings indicate that size perceptions require more effort online than they do offline and that the online display decreases the accuracy of the size perceptions. Online size perceptions require more effort in terms of time and visual attention, as consumers need to study product labels to determine product sizes. The study also introduces a new visual bias to consumer research: the familiar size bias. A consideration of this bias reveals that consumer size perceptions are less accurate online, where consumers tend to overestimate the sizes of small products and underestimate the sizes of large products.
This study aims at investigating how consumers experience the retail environment visually, thus establishing a foundation for deeper insights into visual merchandising strategies. Specifically, we ...experimentally recorded and analyzed the visual attention and emotional arousal of the consumers in a test setting and examined the influence of various elements as well as gender differences in the recorded consumer responses. We conducted an experiment utilizing eye-tracking and virtual reality to analyze visual attention and emotional arousal in response to spatial and design elements in an immersive retail environment. We examined real-time measures of consumer interest and emotional responses during the retail experience. Valid gaze data from 24 male and 22 female participants were used for the analysis of total dwell time (TDT), total fixation count (TFC), and average pupil diameter (APD). The visual attention and emotional arousal of consumers showed different responses to specific areas of interest according to different spatial arrangements in the sales and service areas. This study statistically analyzed gender differences in consumer responses and performed a correlation analysis between visual attention and emotional arousal. Our findings provide insight into improving the design of retail environments for target consumers and contribute to building visual merchandising strategies.
This study examines how mannequins' physical conditions of display height and distance are related to consumers’ shopping motivations in generating mental simulation resulting in purchase intention. ...A 2 × 2 x 2 between-subjects lab experiment (n = 249) was conducted to address this question. The results reveal a significant three-way interaction effect of display height, distance, and shopping motivation. Specifically, it is found that for those with a dominant hedonic shopping motivation, a mannequin displayed up high generates greater mental simulation than one displayed down low, but for those with a dominant utilitarian shopping motivation, a mannequin displayed high and close to consumers generates greater mental simulation than one displayed low and close to them. This study also reveals that mental simulation mediates the influence of the interaction effect of “display height x distance,” moderated by shopping motivation, on purchase intention. Important theoretical and practical implications for retail managers are discussed.
•For hedonic consumers, a mannequin placed high generates greater mental simulation than one displayed low.•For utilitarian consumers, a mannequin displayed close and high generates greater mental simulation than one displayed low.•For utilitarian consumers, a mannequin’s display height does not affect mental simulation, when it is displayed far.•Mental simulation mediates the interaction effect of mannequin display and shopping motivation on purchase intention.
Este trabalho teve como objetivo analisar a importância dos elementos de visual merchandising (VM) na percepção dos consumidores, identificando se existem diferenças significativas quando os ...consumidores são segmentados por sexo, idade, escolaridade e faixa de renda. Para alcançar tal objetivo, realizou-se uma pesquisa de abordagem quantitativa, aplicando um questionário a 150 respondentes. A análise dos dados foi feita por meio dos testes estatísticos teste t de Student e ANOVA One-Way. Os resultados encontrados indicaram que os elementos de VM que mais apresentaram diferenças entre os grupos foram vitrine e cores, sendo tidos como mais importantes para mulheres, que têm até 25 anos, possuem ensino fundamental e recebem até um salário-mínimo ou entre um e dois salários. Alguns elementos, como fachada, acessibilidade, provadores e exposição dos produtos, não obtiveram diferenças significativas entre os grupos.
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