Store-window creativity's impact on shopper behavior

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 creat...

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Bibliographic Details
Published inJournal of business research Vol. 69; no. 3; pp. 1014 - 1021
Main Authors Lange, Fredrik, Rosengren, Sara, Blom, Angelica
Format Journal Article
LanguageEnglish
Published New York Elsevier Inc 01.03.2016
Elsevier Sequoia S.A
Subjects
Advertising
Consumer behavior
Consumer behaviour
Creativity
Economics
Hypotheses
Market strategy
Retail stores
Shopper behavior
Store entry
Store window display
Studies
Store window display
Store entry
Shopper behavior
Creativity
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Summary: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.
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ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2015.08.013