Retail Store

Naletelich and colleagues studied the different effects of representational and abstract images on consumer thoughts regarding products. They share that “Four experimental studies— including one controlled laboratory experiment and one online behavioral response study—show that when representational imagery is matched with a prevention-focused and abstract imagery with a promotion-focused mindset or framed message, consumer outcomes are enhanced.

Ross, Bolton, and Meloy studied the design of successful secondhand stores, it is possible that their findings can be extended to other situations.  The research trio found that “The market for secondhand items – goods previously owned by others- is rapidly growing. Disordered environments, characterized by disorganized or messy product displays, are frequently found in secondhand stores. . . .  A set of four studies finds disorder (vs.

Puligadda and VanBergen studied acoustic logos.  The research team found that “The instrument used to play a brand’s sound logo influences perceived brand personality. . . . A sound logo's instrument and a visual logo's design can have similarly strong influences on brand personality perceptions. . . . One attribute of auditory information is timbre, which describes the identity of a sound source (an instrument, voices, etc.).

Erraiaa and teammates evaluated the importance of aligning scents experienced in a store with brand image.  They determined via an experiment that “when the scent is perceived as congruent with the brand image, reactions in the store are more favourable. It is not enough to use a scent that ‘smells good’ or that is congruent with other factors (e.g. sensory environment); the scent must be perceived by consumers as consistent with the brand image.