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Does the presence of a mannequin head change shopping behavior?
Stockholm University, Faculty of Social Sciences, Department of Psychology. Stockholm School of Economics, Sweden.
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Number of Authors: 5
2016 (English)In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 69, no 2, 517-524 p.Article in journal (Refereed) Published
Abstract [en]

Mannequins are ubiquitous; this research investigates a specific element of mannequin style, namely, the presence or absence of a humanized head. Study 1 demonstrates that in physical stores, the presence of a humanized head enhances purchase intentions for the merchandise displayed on that mannequin. However, in online stores, mannequin styles with and without humanized heads are equally effective. Study 2 confirms the physical store results among customers with less fashion knowledge (novices), but among customers with more fashion knowledge (experts), the results reverse, such that mannequins without humanized heads enhance purchase intentions. Further, accessories are more likely to be viewed by experts when the mannequin is headless. These results are based on experiments whose dependent measures included both survey and eye-tracking data.

Place, publisher, year, edition, pages
2016. Vol. 69, no 2, 517-524 p.
Keyword [en]
Retail atmospherics, Mannequin, Retail displays, In-store displays
National Category
Economics and Business Psychology
URN: urn:nbn:se:su:diva-126369DOI: 10.1016/j.jbusres.2015.04.011ISI: 000367760600019OAI: diva2:902278
Available from: 2016-02-10 Created: 2016-02-01 Last updated: 2016-02-10Bibliographically approved

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