Is consumer neural response to visual merchandising types different depending on their fashion involvement?

Is consumer neural response to visual merchandising types different depending on their fashion involvement?

This study investigated consumers' responses to fashion visual merchandising (VM) from a neuroscientific perspective. The brain activations of 20 subjects differently involved in fashion were recorded using functional near-infrared spectroscopy in response to three different fashion VM types. A...

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Bibliographic Details
Main Authors: Hyoung-Sukh Kim, Jin-Hwa Lee, So-Hyeon Yoo
Format: Article
Language:English
Published: Public Library of Science (PLoS) 2020-01-01
Series:PLoS ONE
Online Access:https://doi.org/10.1371/journal.pone.0241578
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spelling doaj-2b3956f9999c471ebb5dd762eb68ebee2021-06-12T04:31:17ZengPublic Library of Science (PLoS)PLoS ONE1932-62032020-01-011512e024157810.1371/journal.pone.0241578Is consumer neural response to visual merchandising types different depending on their fashion involvement?Hyoung-Sukh KimJin-Hwa LeeSo-Hyeon YooThis study investigated consumers' responses to fashion visual merchandising (VM) from a neuroscientific perspective. The brain activations of 20 subjects differently involved in fashion were recorded using functional near-infrared spectroscopy in response to three different fashion VM types. According to the types of fashion VM, significant differences were observed, which were significantly higher for the creative VM. Moreover, highly fashion-involved subjects showed activation of the orbital frontal cortex region in response to the creative VM. Based on these results, it is suggested that marketing strategies should be devised explicitly for the brand's targeted audience and goals.https://doi.org/10.1371/journal.pone.0241578
collection DOAJ
language English
format Article
sources DOAJ
author Hyoung-Sukh Kim
Jin-Hwa Lee
So-Hyeon Yoo
spellingShingle Hyoung-Sukh Kim
Jin-Hwa Lee
So-Hyeon Yoo
Is consumer neural response to visual merchandising types different depending on their fashion involvement?
PLoS ONE
author_facet Hyoung-Sukh Kim
Jin-Hwa Lee
So-Hyeon Yoo
author_sort Hyoung-Sukh Kim
title Is consumer neural response to visual merchandising types different depending on their fashion involvement?
title_short Is consumer neural response to visual merchandising types different depending on their fashion involvement?
title_full Is consumer neural response to visual merchandising types different depending on their fashion involvement?
title_fullStr Is consumer neural response to visual merchandising types different depending on their fashion involvement?
title_full_unstemmed Is consumer neural response to visual merchandising types different depending on their fashion involvement?
title_sort is consumer neural response to visual merchandising types different depending on their fashion involvement?
publisher Public Library of Science (PLoS)
series PLoS ONE
issn 1932-6203
publishDate 2020-01-01
description This study investigated consumers' responses to fashion visual merchandising (VM) from a neuroscientific perspective. The brain activations of 20 subjects differently involved in fashion were recorded using functional near-infrared spectroscopy in response to three different fashion VM types. According to the types of fashion VM, significant differences were observed, which were significantly higher for the creative VM. Moreover, highly fashion-involved subjects showed activation of the orbital frontal cortex region in response to the creative VM. Based on these results, it is suggested that marketing strategies should be devised explicitly for the brand's targeted audience and goals.
url https://doi.org/10.1371/journal.pone.0241578
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AT jinhwalee isconsumerneuralresponsetovisualmerchandisingtypesdifferentdependingontheirfashioninvolvement
AT sohyeonyoo isconsumerneuralresponsetovisualmerchandisingtypesdifferentdependingontheirfashioninvolvement
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