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.

Files over 3MB may be slow to open. For best results, right-click and select "save as..."

Share

COinS