The effects of mannequins on consumers' perception and shopping attitude

Abstract

This research focuses on the effects of mannequins on consumer's perception and shopping attitude in the context of retail clothing sales. Mannequins impact customers by giving them a look to aspire to. Mannequins are great for showing just how certain garments can be worn. A research was conducted based upon the mannequin displays in the retail stores. According to the results, consumers seem to have a more positive perception of color display, design, appearance. Consumers perceiving the displays positively and feels that it is creating a new sense and life style by providing complete visualization. © 2010 Springer-Verlag Berlin Heidelberg.