Stay updated with breaking news from Hean tat keh. Get real-time updates on events, politics, business, and more. Visit us for reliable news and exclusive interviews.
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. ....
E-Mail 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. ....