The Effects of Store Window Types on Consumer Behavior

Slide 1: “The Effects of the Store Window Type on Consumers’ Perception and Shopping Attitudes Through the Use of Digital Pictures” Kemal Yildirim, Aysu Akalin-Başkaya, M. Lütfi Hidayetoğlu G.U. Journal of Science 20 (2): p. 33 – 40 (2007)

Slide 2: Plans of Store Windows Studied Example A Example B Flat Windows Arcade Windows

Slide 3: Purpose of Store Window Displays 1. To identify the store and its product (ex. promotion, merchandise, and fashion) 3. To induce consumers to have shopping attitudes (intentions for store entry and purchase)

Slide 4: Two Hypotheses 1. 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. 3. 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.

Slide 5: Digital Pictures of Store Windows Studied Example A (Flat Windows) 1 2 3 4 5 6 7 Unfavorable or Favorable or Strongly Disagree Strongly Agree

Slide 6: Digital Pictures of Store Windows Studied Example B (Arcade Windows) 1 2 3 4 5 6 7 Unfavorable or Favorable or Strongly Disagree Strongly Agree

Slide 7: Results of Findings

Slide 8: Results of Findings Notes: Variable means ranged from 1 to 7, with higher numbers representing more positive responses.