The Effect of Lifestyle and Shoppable Fashion Product Displays on Consumers’ Approach and Avoidance Behavior
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This research conducted in the US investigated the effect oflifestyle and shoppable fashion product displays on consumers’emotional states (pleasure, arousal, cognitive pleasure) and furtheron approach and avoidance behaviors. It also tested themoderating effect of consumers’ convenience orientation andhedonic shopping value on the relationship between productdisplays and consumers’ emotional states, as well as betweenproduct displays and their approach and avoidance behavior. A2 (lifestyle vs. non-lifestyle) by 2 (shoppable vs. non-shoppable)experimental research revealed that participants who viewed thelifestyle-shoppable product display experienced significantly morearousal, pleasure, and cognitive pleasure than those who viewedthe non-lifestyle-non-shoppable product display.
Abstract
This research conducted in the US investigated the effect oflifestyle and shoppable fashion product displays on consumers’emotional states (pleasure, arousal, cognitive pleasure) and furtheron approach and avoidance behaviors. It also tested themoderating effect of consumers’ convenience orientation andhedonic shopping value on the relationship between productdisplays and consumers’ emotional states, as well as betweenproduct displays and their approach and avoidance behavior. A2 (lifestyle vs. non-lifestyle) by 2 (shoppable vs. non-shoppable)experimental research revealed that participants who viewed thelifestyle-shoppable product display experienced significantly morearousal, pleasure, and cognitive pleasure than those who viewedthe non-lifestyle-non-shoppable product display.
참고문헌 (49)
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