Store Window Creativity and Shopper Behavior. Do more creative store-window displays affect shopper behavior? Six main-street retailers selling everyday fashion items were used in the study. Pretests with shoppers showed the six stores to be comparable on brands and consumer perceptions of value for the money. Three of the retailers had more creative windows, in terms of displaying items in a more innovative and artistic manner versus the less creative windows, which had a more
Store Window Creativity and Shopper Behavior. Do more creative store-window displays affect shopper behavior? Six main-street retailers selling everyday fashion items were used in the study. Pretests with shoppers showed the six stores to be comparable on brands and consumer perceptions of value for the money. Three of the retailers had more creative windows, in terms of displaying items in a more innovative and artistic manner versus the less creative windows, which had a more concrete focus on the items on display. All display windows were of similar dimensions. Observers, in close proximity but out of sight of shoppers, watched their behavior as they passed the display windows, and for each shopper the observers recorded whether the shopper looked at the window or entered the store. A total of 863 shoppers passed the more creative windows and 971 passed the less creative windows. The study found that a higher percentage of shoppers looked at and entered the stores with the more creative windows, and the differences in shopper behavior between the more/less creative windows were statistically significant.
A) Is this an observational study or an experiment? What are the explanatory and response variables?
B) Explain what statistical significance means in describing the outcome of this study.
C) Despite the results being statistically significant, the authors state:
The field study did not support an examination of why more creative store windows led consumers to enter the stores . . . . The use of actual retailers’ real store windows meant that the level of creativity was not the only variable that differed among the retailers and their windows.
Using the language of this chapter, explain the authors’ concerns and suggest at least one variable that might differ among the retailers and their windows.
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