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American Marketing Association Researchers from Monash University, Queensland University of Technology, and Capital University of Economics and Business published a new paper in the Journal of Marketing that examines the effects of imaginative product displays in retail stores on customers’ purchase behavior. The study, forthcoming in the Journal of Marketing, is titled “Gimmicky or Effective? The Effects of Imaginative Displays on Customers’ Purchase Behavior” and is authored by Hean Tat Keh, Di Wang, and Li Yan. Imaginative displays are constructed using multiple units of the same product in a novel, yet aesthetically appealing, form. Results from six studies show that, relative to standard displays (i.e., non-novel and neutral aesthetics), imaginative displays can increase customers’ purchase intention, actual purchases, product sales, and ROI.

Li yanCapital university of economicsMonash universityQueensland university of technologyQueensland universityCapital universityImaginative displaysCustomer purchaseHean tat kehMonash universityலி யான்மூலதனம் பல்கலைக்கழகம் ஆஃப் பொருளாதாரம்மோனாஷ் பல்கலைக்கழகம்குயின்ஸ்லாந்து பல்கலைக்கழகம் ஆஃப் தொழில்நுட்பம்குயின்ஸ்லாந்து பல்கலைக்கழகம்மூலதனம் பல்கலைக்கழகம்