“The Effects of the Store Window Type on Consumers’ Perception and Shopping Attitudes Through the Use of Digital Pictures” Article by: Kemal Yildirim, Aysu Akalin-Başkaya, M. Lütfi Hidayetoğlu PowerPoint by: Larry Nagazina G.U. Journal of Science 20 (2): p. 33 – 40 (2007)
Plans of Store Windows Studied Example A Example B Flat Windows Arcade Windows
Purpose of Store Window Displays To identify the store and its product (ex. promotion, merchandise, and fashion) To induce consumers to have shopping attitudes (intentions for store entry and purchase)
Two Hypotheses Hypothesis #1: It is believed that consumers perceive flat windows as more positive than arcade windows. This is because the freedom to browse a store without the pressure from a salesperson to buy is important to the consumer. Hypothesis #2: It is believed that window displays are perceived differently by males and females. Example, male consumers are more positive towards window perception than the female consumers.
Digital Pictures of Store Windows Studied Example A (Flat Windows) 1 2 3 4 5 6 7 Unfavorable or Strongly Disagree Favorable or Strongly Agree
Digital Pictures of Store Windows Studied Example B (Arcade Windows) 1 2 3 4 5 6 7 Unfavorable or Strongly Disagree Favorable or Strongly Agree