Association of aesthetic experiences with atmospheric management

Ka Ming Law, Wing Yan Wong, M.C. Cheung

Research output: Authored / edited bookResearch book or monograph (as author)Academic research

Abstract

Retailers often focus on the association among cognitive understanding, emotional response of the target customers and the design of visual merchandising elements in order to develop the right atmospheric strategy to create positive customer shopping experiences, but the impact of social and cultural values have not been considered. However, the sense of creativity of consumers, their aesthetic experiences and social values also influence their perception of the symbolic messages projected by displays and their degree of response towards the merchandise.
Original languageEnglish
Publication statusPublished - 2015

Keywords

  • Stores, Retail -- Social aspects
  • Aesthetics -- Economic aspects
  • Clothing trade -- China -- Hong Kong

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