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Determinants of consumers’ aesthetic responses to Point‐of‐Purchase materials
Author(s) -
Jansson C.,
Bointon B.,
Marlow N.
Publication year - 2002
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1046/j.1470-6431.2002.00218.x
Subject(s) - attractiveness , clarity , point (geometry) , psychology , path analysis (statistics) , advertising , marketing , social psychology , aesthetics , business , mathematics , art , statistics , biochemistry , chemistry , geometry , psychoanalysis
The four‐dimensional nature of the Kaplans’ model of aesthetic response to images was tested on Point‐of‐Purchase (POP) material. It was found that only two robust dimensions emerged in the analysis, Clarity and Mystery. These however, had a significant influence on the subjects’ rating of the POP’s attractiveness. Path analysis suggested each of these dimensions was independent of the other. The implications of the findings are discussed and possible future areas of research identified.