Association of aesthetic experiences with atmospheric management - Law, Derry;Wong, Christina W. Y.;Cheung, Mei-chun
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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.

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Produktbeschreibung
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.
Autorenporträt
Derry Law is an Assistant Professor in Visual Merchandising at The Institute of textiles and Clothing, The Hong Kong Polytechnic University.