Journal
JOURNAL OF RETAILING
Volume 93, Issue 3, Pages 266-282Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jretai.2017.03.003
Keywords
In-store merchandising; Brightness contrast; Visual attention; Feature contrast; Display; Disarray
Categories
Ask authors/readers for more resources
A conceptual model is developed to predict how consumers respond to in-store displays as a function of the extent to which a product's brightness level (i.e., its perceived light-emitting quality) contrasts with that of its background environment and the product's level of disarray. We show that products whose brightness levels contrast more with those of the retail environment are more preferred because they visually pop out (e.g., a dark product in a brightly lit store environment). However, this preference reverses when the products that pop out appear in disarray (i.e., are perceived to have been previously touched by other shoppers). Because most stores are bright environments, darker (vs. lighter) products in disarray are more likely to be perceived as contaminated and less pleasant, leading to avoidance behaviors, evident in reduced sales and preference. Theoretical and managerial implications are discussed. (C) 2017 New York University. Published by Elsevier Inc. All rights reserved.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available