Roozen investigated how views of a store influence decisions to enter it. Her “results show that task-oriented female clothing shoppers have a higher store entry intention when the store entry is less crowded, and the window display has a creative complex composition. Recreational female clothing shoppers, on the other hand, prefer crowded complex window displays.”
How does air temperature influence potential consumers willingness to pay for goods? Researchers have determined that “whereas higher (vs. moderate) temperatures elicit higher willingness to pay in auctions, they lead to a lower willingness to pay in negotiations, and temperature-induced discomfort and aggression underlie these effects.”
Benoit and colleagues investigated how product type influences responses to retail store options. They determined that in on-the-go situations, “For goods easy to evaluate (search good; can of Coke), a [retail] format’s price level and speed are more important; For goods hard to evaluate (experience good; e.g., salad), quality, variety, atmosphere, and service are more important. . .
Temperature has implications
Hsieh and colleagues have found that the color of websites influences shopper opinions. The researchers determined that “online consumers' reactions to online merchandise prices vary according to website background colors. Participants who view blue or low-brightness backgrounds have high patronage intentions regardless of whether prices are high or low. Participants who view red or high-brightness backgrounds are sensitive to merchandise prices and react significantly negatively to high prices. . . .
Several design-related research studies published since the beginning of 2017 deliver significant
Light levels affects types of products preferred
What is best? Abstract? Realistic? None at all?
How do middle aisles influence shopping behavior? Page and colleagues set out to “establish the effectiveness of a supermarket layout with a middle aisle splitting all other aisles, compared to a ‘traditional’ layout (without a middle aisle). . . . The research aims to . . . explore the shopper traffic entering and existing the middle aisle, and interaction with endcap promotions . . . and . . . compare the two stores based on basket size (in items and dollars) and trip duration. . . .
Hadi and Block investigated the effects of comfortable and uncomfortable temperatures on decision making. They determined that “the adoption of an affective [emotional] decision-making style makes individuals feel warmer . . . and more comfortable in response to uncomfortably cold temperature. . . . individuals spontaneously rely more or less on affect when feeling uncomfortably cold or warm, respectively . . . which ultimately influences consequential downstream variables (e.g., willingness to pay). . . . This effect holds in response to both tactile [skin contact] . . .