The moderating role of fashion involvement is taken into consideration. This study investigates the effect of visual complexity in a fashion store on affective/behavioral responses using self-report and psychophysiological measures. A trend toward the goal is to emphasize decorative elements increasing store complexity, however, how such elevated store complexity would contribute to consumer response is yet to be explored. Ju Yeun Jang 1, Eunsoo Baek 3, So-Yeon Yoon 4, and Ho Jung Choo 1, 2, *ġ Department of Textiles, Merchandising and Fashion Design, Seoul National University, South KoreaĢ Research Institute of Human Ecology, Seoul National University, South Koreaģ Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hunghom, Kowloon, Hong Kong, ChinaĤ Department of Design & Environmental Analysis, Cornell University, USAĪs in-store experience becomes increasingly important, retailers strive to create unique and memorable environments. Store Design: Visual Complexity and Consumer Responses
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