Do Beautiful Stores improve Product Evaluation?

Mia B. Münster, Tore Kristensen, Gorm Gabrielsen

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

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Abstrakt

Retail designers often emphasize the importance of creating stores that consumers will find attractive. This paper challenges that commonly held view, presenting empirical results from a field experiment showing that a positive rating of a store interior does not affect the product rating to the degree expected. This paper proposes a method for measuring spillover effects, which ordinarily take place without conscious attention. The method was applied in an experiment where 50 shoppers were asked to rate six fashion products in three differently designed stores. Respondents were asked to rate stores and products from within the stores. Any discrepancy between the in-store ratings can be interpreted as the influence of the store design. Results indicate measurable spillover effects from store design to product preference. Surprisingly, however, only one of the three stores showed a significant correlation between the respondents’ highest product rating and store preference.
OriginalsprogEngelsk
TitelConference proceedings of the Academy for Design Innovation Management 2019 International Conference : Research Perspectives In the Era of Transformations
RedaktørerEric Bohemia, Gerda Gemser, Nuša Fain, Cees de Bont, Rita Assoreira Almendra
Antal sider17
UdgivelsesstedLondon
ForlagAcademy for Design Innovation Management
Publikationsdato2019
Sider425-441
ISBN (Trykt)9781912769018
DOI
StatusUdgivet - 2019
BegivenhedAcademy for Design Innovation Management Conference. ADIM 2019 - Loughborough University London, London, Storbritannien
Varighed: 18 jun. 201921 jun. 2019
https://designinnovationmanagement.com/adim2019/

Konference

KonferenceAcademy for Design Innovation Management Conference. ADIM 2019
Lokation Loughborough University London
Land/OmrådeStorbritannien
ByLondon
Periode18/06/201921/06/2019
Internetadresse
NavnConference Proceedings of the Academy for Design Innovation Management
Nummer1
Vol/bind2
ISSN2632-0045

Emneord

  • Retail design
  • Store design
  • Retail atmosphere
  • Field experiment
  • Consumer preference

Citationsformater