The neglected unity-in-variety principle: A holistic rather than a single-factor approach in conceptualising a visual merchandise display

Abstract

While retailers cannot stress enough the fact that, in reality, a variety of store design cues combine to make a merchandise's visual display (VMD), the product presentation research focuses mostly on investigating the effect of a single retail display cue, at a time, on consumer product evaluations. But, is "unity-in-variety" a neglected principle in the product presentation research? Scholars are increasingly suggesting more systematic study to identify combinations of key store cues that shape a product's display for more pertinent for the retailing practice exploratory research. In response, the present article reviews the relevant literature and organises the findings to propose a qualitative typology of VMD cues that can capture, holistically, the VMD construct. The proposed typology is then confirmed in two studies. The identified VMD cues are classified into five key VMD element categories (factors) comprising display fixtures, materials, organisation, staging technique and lighting, and all factors load on one higherorder VMD construct.

Why we like to touch: Consumers' tactile esthetic appreciation explained by a balanced combination of unity and variety in product designs

“…Liu, Wu et al, 2022;R. Post et al, 2017), atmospherics of stores (Jang et al, 2018;Logkizidou, 2021), arrangements of objects (Van Geert & Wagemans, 2021), and a variety of products, such as chairs (Loos et al, 2022), clothes (Gray et al, 2014), and motorcycles (Nasar, 1987;R. A. G. Post et al, 2016).…”

“…The principle of UiV has received a significant amount of empirical support in the visual domain. The principle has been found to apply in the esthetic visual experience produced by things such as abstract patterns (Muth et al, 2021), web pages (Deng & Poole, 2012; W. Liu, Wu et al, 2022; R. Post et al, 2017), atmospherics of stores (Jang et al, 2018; Logkizidou, 2021), arrangements of objects (Van Geert & Wagemans, 2021), and a variety of products, such as chairs (Loos et al, 2022), clothes (Gray et al, 2014), and motorcycles (Nasar, 1987; R. A. G. Post et al, 2016). While UiV has not been empirically tested in the tactile domain fundamental psychological and brain research provides some indication that perceptual processes related to UiV in the visual domain may be shared with the tactile domain.…”

Investigating Aesthetic Preferences in Wearable Devices via the Unified Model of Aesthetics: A Review

“…Early literature relevant to aesthetics that we have focused on is predominantly centered around abstract stimuli (Berlyne, 1972;Berlyne & Boudewijns, 1971). Subsequent research focused on product aesthetics (Logkizidou, 2021;Loos et al, 2022;Post et al, 2017;Post et al, 2013, August). In these studies, a negative correlation between unity and variety was observed, yet both factors positively impacted the aesthetic appreciation of the product.…”