Processing Fluency and Pleasure in Retail Environments: Are Visually Complex Interiors Less Likely to Attract Customers?
Drawing from research on processing fluency, we suggest that interior designs lower (vs. higher) in visual complexity are more likely to relate to greater pleasure and consequently to generate more favorable store evaluations and approach behavior. Results from one experiment and one field study provide support to the basic hypothesis.
Ulrich R. Orth , Chritiane Solf , and Jochen Wirtz (2013) ,"Processing Fluency and Pleasure in Retail Environments: Are Visually Complex Interiors Less Likely to Attract Customers?", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 35-39.
Ulrich R. Orth , Christian-Albrechts-Universität Kiel
Chritiane Solf , Christian-Albrechts-Universität Kiel
Jochen Wirtz , National University of Singapore)
E - European Advances in Consumer Research Volume 10 | 2013
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