The purpose of this study was to assess consumers‟ approach and avoidance behaviors towards lifestyle and shoppable product displays as mediated by their emotional states and moderated by their convenience orientation and hedonic shopping value. Virtual depictions of four types of product displays (non-lifestyle-non-shoppable, non-lifestyle-shoppable, lifestyle-non-shoppable, and lifestyle-shoppable) were included in questionnaires and completed by 157 participants. ANOVA results indicated a significant effect of lifestyle product display on participants‟ experienced cognitive pleasure and a significant effect of shoppable product display on participants‟ experienced pleasure, arousal, and cognitive pleasure. Participants who viewed the lifestyle-shoppable product display experienced significantly more pleasure, arousal, and cognitive pleasure than those who viewed the non-lifestyle-non-shoppable product display. The lifestyle-shoppable product display also evoked more arousal in participants than the lifestyle-non-shoppable product display. This research supports the S-O link of the S-O-R model (Mehrabian & Russell, 1974). Findings have implications for future researchers interested in studying new product display types. It also has practical implications for retailers that sell apparel as part of a wide product assortment or any retailer looking to implement product displays that evoke emotional responses in consumers.
University of Minnesota M.S. thesis. May 2011. Major: Design. Advisor: Kim K. P. Johnson. 1 computer file (PDF); vi, 79 pages, appendix 74-79.
Damminga, Cara Linn.
Fantasy and utility: the effect of lifestyle and shoppable product displays on consumers‟ approach and avoidance behaviors..
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