The Effects of Visual Complexity in a Fashion Store Environment on Consumer Emotions and Approach Behavior

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dc.contributor.author Jang, Ju Yeun
dc.contributor.author Yoon, So-Yeon
dc.contributor.author Baek, Eunsoo
dc.contributor.author Choo, Ho Jung
dc.date 2018-10-19T02:00:38.000
dc.date.accessioned 2020-06-30T05:37:57Z
dc.date.available 2020-06-30T05:37:57Z
dc.date.issued 2016-11-08
dc.description.abstract <p>This study investigated the consumers' affective response to the visual complexity of a fashion retail environment both self-report and psychophysiological measures. We developed two types of virtual fashion stores with different levels of visual complexity, which were manipulated using decorative patterns and type of layout (grid vs. free form). The results showed that the fashion store's visual complexity was related to increases in arousal, but visual complexity has no main effect on pleasure. However, the moderating role of fashion involvement suggests that consumers with high fashion involvement exhibited more pleasure in a visually complex store than in a simple store. Additional analysis confirmed the moderated mediation effect of pleasure and mediation effect of arousal on relationships between stores' visual complexity and store attractiveness. The research findings obtained through the psychophysiological measures enrich existing literature on visual complexity and provide theoretical and managerial implications.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2016/presentations/37/
dc.identifier.articleid 1520
dc.identifier.contextkey 9919018
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2016/presentations/37
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/51430
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2016/presentations/37/MVP_Jang_Effect_20of_20Visual_20Complexity_RES.pdf|||Fri Jan 14 23:49:31 UTC 2022
dc.title The Effects of Visual Complexity in a Fashion Store Environment on Consumer Emotions and Approach Behavior
dc.type event
dc.type.genre event
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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