Does the presence of a mannequin head change shopping behavior?

Lindström, Annika; Berg, Hanna; Nordfält, Jens; Roggeveen, Anne L.; Grewal, Dhruv

doi:10.1016/j.jbusres.2015.04.011

Cited by 31 publications

(21 citation statements)

References 30 publications

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“…Furthermore, Cornelius et al (2010) found that innovative storefront displays, such as A-boards and wall-mounted flags, achieve better image ratings than traditional ones. Lindström et al (2016) showed that mannequins with heads lead to a higher purchase propensity of the merchandise displayed on mannequins compared to when mannequins are presented without a head.…”

Section: Literature Review: Relations Between Storefront Window Displays and Consumer Behaviourmentioning

confidence: 99%

Windows to the sold: verbo-visual multimodality in storefront windows

Lick

Bargenda

Trabelsi

2020

IJRDM

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PurposeThe article seeks to enrich the body of research on store atmospherics by identifying how storefront window design impacts store entry decisions. An innovative multimodal design approach is presented, considering both visual and verbal constituents.Design/methodology/approachStudy 1 draws on a corpus of high-end storefront windows to create a categorization regarding different levels of verbo-visual complexity. The survey in Study 2 (n = 234) serves two purposes: first, to confirm these levels of complexity and second, to investigate the relation between the complexity of window design and store entry decisions.FindingsStudy 2 confirms the order of complexity established in Study 1. The results reveal an inverted-U relationship between window complexity and store entry propensity. Windows of medium level of complexity produce shoppers' relatively highest store entry propensity.Practical implicationsThe findings suggest that retailers would benefit from adopting verbo-visual window designs of medium complexity, as this combination optimizes the likeliness of consumers to enter stores.Originality/valueResearch on store atmospherics has until recently primarily focused on in-store cues. Studies on store windows remain vastly underrepresented in extant scholarship. The article not only fills this gap but also incorporates an original interdisciplinary angle on multimodality, which offers new methodological perspectives for research in retail and distribution scholarship.

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Section: Literature Review: Relations Between Storefront Window Displays and Consumer Behaviourmentioning

confidence: 99%

Windows to the sold: verbo-visual multimodality in storefront windows

Lick

Bargenda

Trabelsi

2020

IJRDM

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“…Across several contexts, scholarly research has shown that faces generally help attract attention. In the field of retail marketing, it has been shown that mannequins with a headand hence a face-lead to higher intention to purchase the merchandise displayed on them than headless mannequins (Lindström et al, 2016). In the field of marketing communication, it has been shown that Instagram photos featuring faces are about 40% more likely to receive "likes" than photos without faces (Bakhshi, Shamma, and Gilbert, 2014).…”

Section: Faces As Significant Visual Stimulimentioning

confidence: 99%

Effects of Face Images and Face Pareidolia on Consumers' Responses to Print Advertising

Guido

Pichierri

Pino

et al. 2018

JAR

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The present research investigates whether print advertisements featuring faces (i.e., "face ads") or face-like images (i.e., "pareidolian ads") are better able to capture consumer attention than ads that do not include such elements. In two studies, the research examined the effects of exposing consumers to print ads containing faces or pareidolian images for short time lapses (0.5, 1, and 3 seconds). The results show that both ad types capture viewers' attention and are more frequently recognized than advertisements that do not feature faces or face-like objects. Moreover, both face ads and pareidolian ads increase brand recognition and ad preference. The theoretical and operational implications are discussed.• Ads featuring human faces and "face-like" (i.e., pareidolian) images capture greater attention and preference than other ads in short time lapses. • With increasing time exposure, the attention-grabbing capacity of face and pareidolian ads gradually decreases. • Face and pareidolian ads lead to greater ad and brand recognition than other ads.

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“…Regarding the use of ET systems and the experimental environment, studies were predominantly built on desktop-based ET systems in the lab. With only three articles making use of mobile ET systems—either in the lab (Lindström, Berg, Nordfält, Roggeveen, & Grewal, 2016), the field (Wästlund et al, 2015), or using virtual reality (Bigné, Llinares, & Torrecilla, 2016)—technological advances appear to be underutilized as of the present. The sample size of studies ranged between 15 (Venkatraman, Payne, & Huettel, 2014) and 190 (Wästlund et al, 2015) participants, with a respective mean of 73 and a median of 66.…”

Section: A Review Of Eye-tracking Use In Organizational Researchmentioning

confidence: 99%

The Promise of Eye-Tracking Methodology in Organizational Research: A Taxonomy, Review, and Future Avenues

Meißner

Oll²

2017

Organizational Research Methods

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Technological advances in recent years have greatly lowered the barriers for using eye tracking (ET) as a research tool in laboratory and field settings. However, despite its potential and widespread application in other disciplines, the use of ET in organizational research remains sparse. This article therefore aims to introduce ET, and thus a new mode of behavioral data, to the field of organizational research. Based on a synthesis of prior literature, we propose an integrative taxonomy that unravels the methodological potential of ET as well as its scope of application. Building on our proposed taxonomy, we systematically review the use of ET in leading management journals and reflect on the current state of research. We further illustrate future avenues for ET in the domains of strategic management, entrepreneurship, and human resources to contribute to the method’s future dissemination and to the advancement of organizational science as well.

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Does the presence of a mannequin head change shopping behavior?

Cited by 31 publications

References 30 publications

Windows to the sold: verbo-visual multimodality in storefront windows

Windows to the sold: verbo-visual multimodality in storefront windows

Effects of Face Images and Face Pareidolia on Consumers' Responses to Print Advertising

The Promise of Eye-Tracking Methodology in Organizational Research: A Taxonomy, Review, and Future Avenues

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