An exploratory conjoint analysis study of consumers' aesthetic responses of Point-of-Purchase materials

$54.97 plus tax (Refund Policy)

Buy Article:

Abstract:

Conjoint analysis is employed to explore the possibility that certain design principles affect the aesthetic value of Point-of-Purchase (POP) materials. Nine versions of three different POP stands were used for the experiment. Results show that the three different design principles ('proportion', 'focal point' and 'unity') had important yet varying effects upon people's perceptions of 'attraction' when utilized on different POP stands. The study also revealed homogeneity in preferred levels of the three design principles.

Keywords: Conjoint; aesthetic; focal point; point-of-purchase; proportion; unity

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/0959396032000051693

Affiliations: School of Health and Sports Sciences, Faculty of Science, Computing and Engineers, University of North London, 166-220 Holloway Road London, N7 80B, UK;, Tel: +(0)20 7753 7023, Email: n.marlow@unl.ac.uk

Publication date: January 1, 2003

More about this publication?
Related content

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more