Faculty Scholarship 1994 - Present

The Influence of Retail Store Image and Display Section on Consumers' Inferences About Hedonic Products

The purpose of this research is to experimentally investigate the effects of retail store image and display section on consumers' inferences about a hedonic product (scented candles). The central hypotheses are that display section and store image are likely to have a significant effect on such inferences. Results show that consumers inferred that candles displayed in the bath section would provide a significantly more luxurious bath experience than candles displayed in the candle section.