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Window Display Design Analysis

1313 Words6 Pages

Part 1- Introduction/overview of the article (eg: country affected, year, sample size, the research expert of the author(s), etc.)
This article with title Determinant of design elements and compositional settings of window display on the corporate strategic merchandising of large scale department store: a case of central world department store, written by Thitipann Kernsom: Ph.D.Candidate Bangkok, Thailand and Prof. Nopadon Sahachaisaeree: Urban and regional planning, King Mongkut’s Institute of Technology Ladkrabang Thailand. This article was published on December 31, 2010 by Elsevier Ltd under journal Procedia-Social and Behavioral Sciences Volume 5, pages 1351-1356.
This article aim to elucidate the differentiation of window design setting …show more content…

The second objective will be to determine the extent of comprehension of a target group with different attributes in terms of perceptual cognitive and affective processes. And the last objective is to develop a model of a window display design utilizing compositional setting principles and design elements for effectively conveying corporate strategic identity and responding to the cognitive and affective processes of a target …show more content…

Derived from the theories of S-O-R theory, there are altogether include complexity, interests, attractiveness, distinctiveness, tastes, price range, product quality, desire to visit and purchase. 3D photographic images were developed to show the image of window display as well as number of indicators. The respondents would ask to express their opinions towards 24 pairs (48 images) and rate them accordingly in 5-level Likert questionnaire items.

This study focused on 2 major subjective factors which are affective and cognitive processing of visual stimuli in customers’ minds. For affective, four factors include complexity, interests, arousal, and attractiveness. And five Cognitive factors include product differentiation, product taste, price range, product value, and product worthiness, product differentiation and product taste factors reflecting product positioning. Respondents were asked to give their level of opinion towards the

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