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How do storefront window displays influence entering decisions of clothing stores?

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  • Oh, Hyunjoo
  • Petrie, Jenny

Abstract

Store window displays play important roles in influencing shoppers' store entry decisions and their perceptions of brand/store image. The purpose of this study is to explore how shoppers' perceptions of window displays interact with situational variables in making their store entry decisions. We conducted experimental studies by using merchandise-focused versus artistic storefront window displays under situations comprising of shopping motive types (purchase versus recreational) and cognitive load levels (low versus high). Our results demonstrate the effectiveness of these window displays bounded by the interplay between shopping motives and cognitive loads.

Suggested Citation

  • Oh, Hyunjoo & Petrie, Jenny, 2012. "How do storefront window displays influence entering decisions of clothing stores?," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 27-35.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:1:p:27-35
    DOI: 10.1016/j.jretconser.2011.08.003
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    References listed on IDEAS

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    Cited by:

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    3. Yim, Mark Yi-Cheon & Lee, JeongGyu & Jeong, Haeyoung, 2021. "Exploring the impact of the physical conditions of mannequin displays on mental simulation: An embodied cognition theory perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    4. Michael C. Cant & Cornelius Bothma, 2023. "Fashion retail strategies in-store design and planning: the case of South Africa," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 10(4), pages 408-427, June.
    5. Menon, R.G. Vishnu & Sigurdsson, Valdimar & Larsen, Nils Magne & Fagerstrøm, Asle & Foxall, Gordon R., 2016. "Consumer attention to price in social commerce: Eye tracking patterns in retail clothing," Journal of Business Research, Elsevier, vol. 69(11), pages 5008-5013.
    6. Kalantari, Saleh & Xu, Tong Bill & Govani, Viraj & Mostafavi, Armin, 2022. "Analyzing the effects of storefront window display transparency on perceived store Attractiveness and Approach behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    7. Peter H. Bloch & Omid Kamran-Disfani, 2018. "A framework for studying the impact of outdoor atmospherics in retailing," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 195-213, December.
    8. De Gauquier, Laurens & Willems, Kim & Cao, Hoang-Long & Vanderborght, Bram & Brengman, Malaika, 2023. "Together or alone: Should service robots and frontline employees collaborate in retail-customer interactions at the POS?," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
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    10. 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.
    11. Lindström, Annika & Berg, Hanna & Nordfält, Jens & Roggeveen, Anne L. & Grewal, Dhruv, 2016. "Does the presence of a mannequin head change shopping behavior?," Journal of Business Research, Elsevier, vol. 69(2), pages 517-524.
    12. 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.
    13. Pantano, Eleonora, 2016. "Engaging consumer through the storefront: Evidences from integrating interactive technologies," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 149-154.
    14. Mirela Octavia Sirbu & Andreea Simona Saseanu & Simona Ioana Ghita, 2015. "Consumers` perception on the use of innovative technologies in creating store atmosphere," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(39), pages 567-567, May.

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