Do Beautiful Stores improve Product Evaluation?

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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.
Original languageEnglish
Title of host publicationConference proceedings of the Academy for Design Innovation Management 2019 International Conference : Research Perspectives In the Era of Transformations
EditorsEric Bohemia, Gerda Gemser, Nuša Fain, Cees de Bont, Rita Assoreira Almendra
Number of pages17
Place of PublicationLondon
PublisherAcademy for Design Innovation Management
Publication date2019
ISBN (Print)9781912769018
Publication statusPublished - 2019
EventAcademy for Design Innovation Management Conference. ADIM 2019 - Loughborough University London, London, United Kingdom
Duration: 18 Jun 201921 Jun 2019


ConferenceAcademy for Design Innovation Management Conference. ADIM 2019
Location Loughborough University London
Country/TerritoryUnited Kingdom
Internet address
SeriesConference Proceedings of the Academy for Design Innovation Management


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

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