Как влияет визуальный мерчандайзинг на эмоциональную реакцию потребителя? Исследование на примере магазинов нижнего белья
Лоу Д., Вон К.

Введение;
Белье и мода ;
Основные понятия ;
Эмоция и эмоциональная реакция ;
Визуальный мерчандайзинг ;
Визуальный мерчандайзинг и потребление ;
Символическое потребление товаров ;
Методология исследования ;
Участники исследования ;
Материалы интервью ;
Таблица. Демографические характеристики участниц исследования ;
Процесс сбора данных ;
Процесс анализа данных ;
Результаты исследования и анализ ;
Открытое кодирование ;
Осевое кодирование ;
Избирательное кодирование: отражение женского образа в визуальных стимулах ;
Обсуждение и ограничения исследования ;
Заключение ;
Приложение. Вопросы для интервью;

Ключевые слова: визуальный мерчандайзинг, белье, эмоциональность, одежда, эмоциональная психология

Аннотация

Целью авторов было исследовать эмоциональную реакцию потребителей на визуальные стимулы в магазине через анализ эстетического, символического и культурного восприятия функционального продукта — белья. До настоящего времени внимание в литературе уделялось влиянию отдельных элементов визуального мерчандайзинга (цветов, освещения) на потребителей, при этом авторы работ не учитывали тип продукта и его символическое значение.

Журнал: «Маркетинг розничной торговли» — №4, 2013 (© Издательский дом Гребенников)
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Лоу Дерри

Сотрудник Института текстиля и одежды, Гонконгский политехнический университет.

Гонконг

Вон Кристина

Сотрудница Гонконгского политехнического университета.

Гонконг

Гонконгски политехнический университет.