期刊
JOURNAL OF MARKETING RESEARCH
卷 53, 期 5, 页码 665-681出版社
SAGE PUBLICATIONS INC
DOI: 10.1509/jmr.13.0601
关键词
aesthetics; in-store decision making; environmental cues; retailing; interstitial space
类别
The authors identify and examine the effect of space-to-product ratio on consumer response; very generally, consumers perceive products as more valuable when more space is devoted to their display. In both lab and field studies, the authors find that this phenomenon influences total sales, purchase likelihood, and even perceived product experience (taste perceptions). More interstitial space increases perceptions of individual products as more aesthetically pleasing and the store as more prestigious. The authors find these effects across a variety of product categories and rule out a number of competing alternative explanations that are based on perceptions of product popularity, scarcity, assortment search difficulty, and messiness.
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