EVALUATION OF AND BEHAVIOR TOWARD THE VISUAL RETAIL ENVIRONMENT: FUNCTION OF CONSUMERS’ VISUAL AESTHETIC SENSITIVITY

Author

Sarah Eubanks Wilhoit, University of Tennessee - KnoxvilleFollow

Date of Award

8-2010

Degree Type

Dissertation

Degree Name

Doctor of Philosophy

Major

Retail, Hospitality, and Tourism Management

Major Professor

Ann E. Fairhurst

Committee Members

Youn-Kyung Kim, Rodney C. Runyan, E. Grady Bogue

Abstract

The primary goal of retail environments is to stimulate positive behavior from consumers viewing the fulfilled plan of the designer or architect. This study explores the influence of the consumer trait, visual aesthetic sensitivity, upon the visual aesthetic design features of the store environment and consumer behavior. Treatment of the visual aesthetic design features of the retail environment as an integrated, holistic arrangement demonstrate the dynamic interrelation of the environment and perception as explained by Gestalt theory. Data was collected through traditional survey techniques. Statistical analyses using exploratory factor analysis, ANCOVA, and MANCOVA reveal distinct differences between consumers with high versus low visual aesthetic sensitivity in store environment evaluations and consumer behavior.

Recommended Citation

Wilhoit, Sarah Eubanks, "EVALUATION OF AND BEHAVIOR TOWARD THE VISUAL RETAIL ENVIRONMENT: FUNCTION OF CONSUMERS’ VISUAL AESTHETIC SENSITIVITY. " PhD diss., University of Tennessee, 2010.
https://trace.tennessee.edu/utk_graddiss/858