Is consumer neural response to visual merchandising types different depending on their fashion involvement?

2Citations
Citations of this article
59Readers
Mendeley users who have this article in their library.

Abstract

This study investigated consumers' responses to fashion visual merchandising (VM) from a neuroscientific perspective. The brain activations of 20 subjects differently involved in fashion were recorded using functional near-infrared spectroscopy in response to three different fashion VM types. According to the types of fashion VM, significant differences were observed, which were significantly higher for the creative VM. Moreover, highly fashioninvolved subjects showed activation of the orbital frontal cortex region in response to the creative VM. Based on these results, it is suggested that marketing strategies should be devised explicitly for the brand's targeted audience and goals.

Cite

CITATION STYLE

APA

Kim, H. S., Lee, J. H., & Yoo, S. H. (2020). Is consumer neural response to visual merchandising types different depending on their fashion involvement? PLoS ONE, 15(12 December). https://doi.org/10.1371/journal.pone.0241578

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free