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The effects of window display setting and background music on consumers' mental imagery, arousal response, attitude, and approach-avoidance behaviors

Creator:

Ti, Chihmin

Abstract:

Window displays are an important means by which retailers communicate with both current and potential consumers. The present study investigated how the use of context setting (with or without) in a window display and background music (with or without) influence consumers' mental imagery, arousal response, attitude toward the display, and...

Resource Type:

Masters Thesis

Full Text:

merchandise or imagining the situation presented in the window. The results of their study show a