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Store-window creativity's impact on shopper behavior

Author

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  • Lange, Fredrik
  • Rosengren, Sara
  • Blom, Angelica

Abstract

Store windows offer an opportunity for retailers to influence consumers who are in the vicinity of their stores. However, little is known about the effects of store windows on shopper behavior. This study examines store window creativity and its effects on store entry. In line with advertising creativity research, the present study hypothesizes that window displays that are more creative will be more successful in attracting store visits and that this effect is mediated by store window attitude, product beliefs, and perceptions of retailer effort. The study proposes that shopping frequency moderates this effect. The study tests these hypotheses in two empirical studies: one large-scale field study (n=1,834) and one experimental online study (n=480). The results, which support all the hypotheses, contribute to a better understanding of the impact of (creative) store window displays.

Suggested Citation

  • Lange, Fredrik & Rosengren, Sara & Blom, Angelica, 2016. "Store-window creativity's impact on shopper behavior," Journal of Business Research, Elsevier, vol. 69(3), pages 1014-1021.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:3:p:1014-1021
    DOI: 10.1016/j.jbusres.2015.08.013
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    References listed on IDEAS

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    2. Shukla, Paurav & Singh, Jaywant & Wang, Weisha, 2022. "The influence of creative packaging design on customer motivation to process and purchase decisions," Journal of Business Research, Elsevier, vol. 147(C), pages 338-347.
    3. Marlini Moodley & Sershan Naidoo, 2023. "Factors Contributing to Online or In-store Shopping among Academics from a Private Higher Education Institution in South Africa," International Review of Management and Marketing, Econjournals, vol. 13(6), pages 19-28, November.
    4. Hagtvedt, Henrik & Chandukala, Sandeep R., 2023. "Immersive retailing: The in-store experience," Journal of Retailing, Elsevier, vol. 99(4), pages 505-517.
    5. Danielle Lecointre-Erickson & Patrick Legoherel & Bruno Daucé, 2022. "The Influence of Window Displays on Patronage Intentions: The Case of French Tourist Bureaux," Post-Print hal-03761590, HAL.
    6. Sample, Kevin L. & Sevilla, Julio & Haws, Kelly L., 2025. "Clear views, clear gains: Exterior transparency's role in increasing consumer entry for retail environments," Journal of Retailing, Elsevier, vol. 101(2), pages 158-176.
    7. Kostyk, Alena & Cowan, Kirsten & Dessart, Laurence & Schyns, Michaël, 2024. "Memories of tourism brands in virtual reality," Annals of Tourism Research, Elsevier, vol. 109(C).

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