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Abstract ▼ AI-Helper

This study was intended to examine the effects of visual merchandising type(sensual vs. utilitarian) and involvement (high vs. low) on consumer responses such as visual merchandising attitude, brand cognition, brand attribute evaluation, brand personality, brand attitude, and purchase intention. 2 r...

This study was intended to examine the effects of visual merchandising type(sensual vs. utilitarian) and involvement (high vs. low) on consumer responses such as visual merchandising attitude, brand cognition, brand attribute evaluation, brand personality, brand attitude, and purchase intention. 2 representative stimuli were selected as experimental stimuli for the 2(visual merchandising type: sensual vs. utilitarian) x 2(involvement: high vs. low) factorial design. The results of the experiment are as follows. First, sensual visual merchandising shows more positive responses than utilitarian visual merchandising. Second, consumer responses more positively to the activity dimension of brand personality in high involvement condition. Third, the interaction effect according to visual merchandising type and involvement was significant in utilitarian attribute evaluation and purchase intention. These results implies that, while sensual visual merchandising strategy is needed to make favorable attitude formation for brand, rational visual merchandising strategy is effective to enhance purchase intention.

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