Is consumer neural response to visual merchandising types different depending on their fashion involvement?

Kim, Hyoung-Sukh; Lee, Jinhwa; Yoo, So-Hyeon

doi:10.1371/journal.pone.0241578

Cited by 4 publications

(3 citation statements)

References 59 publications

(75 reference statements)

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“…A study showed a user-friendly website screen and a user-unfriendly website screen and then used a fNIRS to detect brain PFC activity 60 . Another study was discovered that visual commercialization enhanced consumers' impulse buying behavior, resulting in a change in brain activation 61 . Therefore, website designs influence impulse buying behavior by providing powerful visual stimulation, which has a significant influence on PFC activation, and brain activation for specific impulse buying behavior can be observed using an fNIRS.…”

Section: Discussionmentioning

confidence: 99%

Brain–computer interface to predict impulse buying behavior using functional near-infrared spectroscopy

Bak

Jeong

Yeu

et al. 2022

Sci Rep

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As the rate of vaccination against COVID-19 is increasing, demand for overseas travel is also increasing. Despite people’s preference for duty-free shopping, previous studies reported that duty-free shopping increases impulse buying behavior. There are also self-reported tools to measure their impulse buying behavior, but it has the disadvantage of relying on the human memory and perception. Therefore, we propose a Brain–Computer Interface (BCI)-based brain signal processing methodology to supplement these limitations and to reduce ambiguity and conjecture of data. To achieve this goal, we focused on the brain’s prefrontal cortex (PFC) activity, which supervises human decision-making and is closely related to impulse buying behavior. The PFC activation is observed by recording signals using a functional near-infrared spectroscopy (fNIRS) while inducing impulse buying behavior in virtual computing environments. We found that impulse buying behaviors were not only higher in online duty-free shops than in online regular stores, but the fNIRS signals were also different on the two sites. We also achieved an average accuracy of 93.78% in detecting impulse buying patterns using a support vector machine. These results were identical to the people's self-reported responses. This study provides evidence as a potential biomarker for detecting impulse buying behavior with fNIRS.

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Section: Discussionmentioning

confidence: 99%

Brain–computer interface to predict impulse buying behavior using functional near-infrared spectroscopy

Bak

Jeong

Yeu

et al. 2022

Sci Rep

View full text Add to dashboard Cite

show abstract

“…Additionally, the underlying creative process must be responsive to the data, which is reflective of the current trends, popular demand, seasonality, operational limits, cost-effectiveness, etc. [9] There is a consumers' responses to fashion visual merchandising (VM) from a neuro-scientific perspective. The brain activation of the subjects showed significant differences according to the fashion VM types.…”

Section: Visual Merchandising and Apparel Fashion Trendsmentioning

confidence: 99%

A Review on Apparel Fashion Trends, Visual Merchandising and Fashion Branding

Akhilendra,

Aravendan

2023

IIM

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Visual merchandising encourages customers to enter the store by making it appealing to them and influencing their perception of it. It is the art of putting together effective display designs and ideas in order to boost store traffic and sales. It's also a way to engage with customers and influence their purchasing decisions. A fashion trend occurs when a particular item, silhouette, color, or other new look rises in popularity. It changes with the seasons, and the store serves as a hub for communicating these changes to potential customers. Because items must be sold within a certain time frame, several display tactics are used to best present the merchandise and communicate the current fashion trends to customers. Visual merchandising becomes a key aspect of difference from merchants in the same category as retail firms, particularly fashion brands, try to compete in an already saturated market. Effective branding is now a vital success component for all types of fashion firms. Fashion brands may use effective branding tactics to build equity, promote consumer brand loyalty, and increase profitability. Visual merchandising is critical for inferring various customers' perspectives and adding value to businesses. Its major goal is no longer to make items appealing in order to sell them quickly; it is rather to stand out, develop the correct brand image, and give the greatest possible customer experience. Visual merchandising aspects, when employed correctly, can infiltrate the buyer's brain and prompt them to generate a favorable opinion of the store, allowing it to leverage its brand image. In this context, this research review focuses and aims to study the link between visual merchandising and Apparel Fashion trends, to study the relationship between visual merchandising and fashion branding and to find out the research gaps and scope for future research directions in the area of visual merchandising applied in fashion apparel industry.

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“…Also recommended that future researchers consider other demographic groups as only one could have marginalized the results. (Kim et al, 2020) In the complex modern society and under intensifying competition, a strategic fashion VM must be implemented to suit the purpose and situation for consumer critical burial operations. Since the results of this study show different brain responses to VM types depending on the level of fashion involvement, it will be useful for companies or brands to understand better the level of fashion involvement of consumers targeted and create a store with the appropriate VM type.…”

Section: Visual Merchandising and Fashion Trendsmentioning

confidence: 99%

Impact of Fashion Trends on Visual Merchandising for Promoting Fashion Apparel Brands

Akhilendra,

Aravendan

2023

JSSM

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A Fashion Retail Store is an embodiment of a fashion brand, and the art and science of visual merchandising position it as the best medium for creating and maintaining long-lasting customer relationships. Nowadays, clients have become progressively exposed to, and mindful of fashion trends as a result of various mediums accessible and dedicated to diffusing the latest fashion trends to consumers as fast as could be expected. The life expectancy of a particular style likewise has all the earmarks of being moving considerably more quickly than at any time in recent memory, evidently in light of the expansion in consumer fashion mindfulness and their interest to see new products on each visit to a store. This has become amazingly vital for a fashion brand to stand tall by laying out great visual marketing objectives that oblige the craft of show and store business and help maintain the brand image. Visual merchandising which consists of various elements, not only exposes the new style a fashion brand has in the store but also highlights the new fashion trends, which change every season. This as a result helps a brand to communicate with their audiences based on their fashion apparel preferences and creates a Fashion brand image in the viewers' or consumers' minds. This research aim is to find the impact of Fashion trends on visual merchandising in promoting Fashion apparel brands. An Exploratory Research design followed by descriptive research was adopted to investigate the impact through secondary data study, and primary data through Survey Method-online survey by distributing the Google form questionnaire through email, and social media is being followed to.

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Is consumer neural response to visual merchandising types different depending on their fashion involvement?

Cited by 4 publications

References 59 publications

Brain–computer interface to predict impulse buying behavior using functional near-infrared spectroscopy

Brain–computer interface to predict impulse buying behavior using functional near-infrared spectroscopy

A Review on Apparel Fashion Trends, Visual Merchandising and Fashion Branding

Impact of Fashion Trends on Visual Merchandising for Promoting Fashion Apparel Brands

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