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

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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


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:

Publication date: January 1, 2003

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