Mowrey, Parikh, and Gue investigated links between retail store layout and exposure to products for sale. They report that “A retail store’s layout affects a shopper’s visual experience and correspondingly the time spent in the store, navigation through the aisles, and allocation of attention and money across departments and categories. We show that alternate rack layouts allow for more of a rack’s facing to appear in the shopper’s visual field. . . .
Scenting for appealing products
Roose and colleagues studied how the position of horizons in images influence thought processes. They report that “when consumers adopt an abstract processing style (broad perspective), they attach more weight to the advantages of a remote situation . . . and they exhibit increased moral behavior . . . and willingness to pay. . . .
Park and Hadi evaluated links between cool temperatures and perceptions of luxury. They determined that “physical cold can indeed increase consumers’ perceptions of a product's status signaling and luxuriousness.
Business location key
Visual complexity is frequently studied, and previous research on this topic has been discussed several times in Research Design Connections. A study conducted by Wang and team confirms the benefits of designing in moderate levels of visual complexity. They learned that for web design “Product images with higher background complexity attract greater attention. . . . Higher background complexity distracts more attention away from the focal product. . . . Moderate background complexity can best promote product information processing. . . .
Luxury goods sales influenced
Roozen investigated how views of a store influence decisions to enter it.
How does air temperature influence potential consumers willingness to pay for goods?