EVALUATION OF AND BEHAVIOR TOWARD THE VISUAL RETAIL ENVIRONMENT: FUNCTION OF CONSUMERS’ VISUAL AESTHETIC SENSITIVITY

Research output: Contribution to journalArticlepeer-review

Abstract

The primary goal of retail environments is to stimulate positive behavior from consumers viewing the fulfilled plan of the designer or architect. This study explores the influence of the consumer trait, visual aesthetic sensitivity, upon the visual aesthetic design features of the store environment and consumer behavior. Treatment of the visual aesthetic design features of the retail environment as an integrated, holistic arrangement demonstrate the dynamic interrelation of the environment and perception as explained by Gestalt theory. Data was collected through traditional survey techniques. Statistical analyses using exploratory factor analysis, ANCOVA, and MANCOVA reveal distinct differences between consumers with high versus low visual aesthetic sensitivity in store environment evaluations and consumer behavior.

Original languageAmerican English
JournalDefault journal
StatePublished - Aug 1 2010
Externally publishedYes

Keywords

  • Store environment
  • aesthetics
  • consumer trait
  • consumer behavior
  • visual store features
  • Gestalt theory

Disciplines

  • Interior Architecture
  • Other Business
  • Place and Environment

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