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Effects of experiential pleasure from a catalogue environment on approach responses toward fashion apparel

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Consumers' needs are satisfied by the pleasurable experience from a product's promotional environment (e.g. store setting, advertisement, or catalogue page). The present paper examined whether components of experiential pleasure from a catalogue page influenced approach responses towards the featured fashion apparel product. Most hypotheses were supported. Specifically, sensory and cognitive pleasure from a catalogue page positively affected approach responses of global attitude, multi-attribute attitude, and willingness to buy the featured product, but not price willing to be paid for the product. Statistically significant multiple regression analyses revealed that "experiencing oneself in the imagery involving the product" was the component of cognitive pleasure that affected the dependent variables, as hypothesized. Implications for marketing/consumer behavior research and promotional environments are provided.

Keywords: Apparel; Catalogues; Consumer Behaviour; Fashion

Document Type: Research Article


Publication date: 2002-06-01

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