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| Author: | Jansson, C. Bointon, B. Marlow, N. |
| Title: | An exploratory conjoint analysis study of consumers' aesthetic responses of Point-of-Purchase materials |
| Journal: | International Review of Retail, Distribution and Consumer Research
2003 : JAN, VOL. 13:1, p. 59-76 |
| Index terms: | CONJOINT ANALYSIS PURCHASING CONSUMERS |
| Language: | eng |
| Abstract: | A growing area of research that is especially of interest for marketers, retailers and product designers demonstrates how consumers perceive products and product attributes. Conjoint analysis is composed 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. |
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