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Does the presence of a mannequin head change shopping behavior?

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  • Lindström, Annika
  • Berg, Hanna
  • Nordfält, Jens
  • Roggeveen, Anne L.
  • Grewal, Dhruv

Abstract

Mannequins are ubiquitous; this research investigates a specific element of mannequin style, namely, the presence or absence of a humanized head. Study 1 demonstrates that in physical stores, the presence of a humanized head enhances purchase intentions for the merchandise displayed on that mannequin. However, in online stores, mannequin styles with and without humanized heads are equally effective. Study 2 confirms the physical store results among customers with less fashion knowledge (novices), but among customers with more fashion knowledge (experts), the results reverse, such that mannequins without humanized heads enhance purchase intentions. Further, accessories are more likely to be viewed by experts when the mannequin is headless. These results are based on experiments whose dependent measures included both survey and eye-tracking data.

Suggested Citation

  • Lindström, Annika & Berg, Hanna & Nordfält, Jens & Roggeveen, Anne L. & Grewal, Dhruv, 2016. "Does the presence of a mannequin head change shopping behavior?," Journal of Business Research, Elsevier, vol. 69(2), pages 517-524.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:2:p:517-524
    DOI: 10.1016/j.jbusres.2015.04.011
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    2. Michael C. Cant & Cornelius Bothma, 2023. "Fashion retail strategies in-store design and planning: the case of South Africa," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 10(4), pages 408-427, June.
    3. Kristensson, Per & Wästlund, Erik & Söderlund, Magnus, 2017. "Influencing consumers to choose environment friendly offerings: Evidence from field experiments," Journal of Business Research, Elsevier, vol. 76(C), pages 89-97.
    4. Raza, Ali & Wasim, Manahil & Ishaq, Muhammad Ishtiaq, 2024. "Virtual reality-based product displays to inspire consumers’ purchase intentions: An experimental study," Journal of Business Research, Elsevier, vol. 175(C).
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    7. Wenjie Li & Yuxiao Zhou & Shijian Luo & Yenan Dong, 2022. "Design Factors to Improve the Consistency and Sustainable User Experience of Responsive Interface Design," Sustainability, MDPI, vol. 14(15), pages 1-26, July.

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