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

http://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/n296x1746

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  • 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 approach-avoidance behaviors. Furthermore, consumer involvement was investigated as a moderator in the relationship between context setting of a window display and mental imagery. A two by two factorial between-subjects experimental design with two independent variables, four dependent variables and one moderator was conducted. The independent variables in this study were the window display (with or without a context setting) and background music (with or without background music). Mental imagery, arousal response, the attitude toward the display, and approach and avoidance behavior were the four dependent variables. Consumer involvement was tested as the moderator in present study. 202 male and female university students participated in the study by observing one of four window display and completing a survey that measured first impressions of the window display, mental imagery, arousal response, attitude toward display, approach-avoidance behavior, and consumer involvement. The overall results showed that the context setting of a window display had significant effects on consumers' mental imagery and arousal response. Mental imagery and arousal response also had a significant influence on the attitude toward the display and consumers' approach behavior. Background music, however, showed no statistically significant effect on mental imagery nor on arousal response. Consumer involvement also had no interaction effect on the context setting of a window display-mental imagery relationship. The findings of the present study provide an important implication that window display with a context setting can improve consumers' positive behaviors. Therefore, visual merchandiser can effectively use of this information to achieve their ultimate goals of increasing purchasing behaviors.  
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