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Birds of a feather flocked together look abundant: The visual gestalt effect of an assortment presentation

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  • Lee, Ha Kyung
  • Choo, Ho Jung

Abstract

This study aims to investigate the visual gestalt effect of an assortment on consumers' behavioral intention toward a store. We expect that presenting an assortment in a manner that helps consumers form a visual gestalt will increase variety perception for such assortment. Across four experiments, we demonstrate the mediated effect of visual gestalt grouping on consumer purchase intentions through the critical role of variety perception. The visual gestalt effect examined in this paper may compensate for the shortage of previous studies that have explored how assortment presentation influences consumer responses. We offer retailers new insights into diverse presentation methods that communicate the value of their products to consumers.

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  • Lee, Ha Kyung & Choo, Ho Jung, 2019. "Birds of a feather flocked together look abundant: The visual gestalt effect of an assortment presentation," Journal of Business Research, Elsevier, vol. 104(C), pages 170-182.
    • Handle: RePEc:eee:jbrese:v:104:y:2019:i:c:p:170-182
    DOI: 10.1016/j.jbusres.2019.06.022
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    Cited by:

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