Design and Sensory Marketing

 

 

 

6. Ceiling Height and Retail Consumers [ongoing]

This project explores how ceiling height affects consumer behaviors. This project is funded by the Research Grant Council (RGC), HK (ECS 2020~2022).

5. Visual complexity of a package [Published]

We discovered visually complex packages increase evaluations of virtue (vs. vice) products via enhanced hedonic utility. Click HERE to access the article.

 

4. feeling Visually warm design of a retail store [published]

We discovered consumers with high relational needs prefer a visually warm (vs. cold) store environment. Click HERE to access the article.

 

3. Processing Visually warm design of a retail store [published]

We discovered consumers with an affective processing tendency see a visually warm store (vs. a visually cold store) as more intimate and having similar assortments. Click HERE to access the article.

 

2. Visual Complexity of a store [published]

The finding shows that consumers’ preference for a visually complex environment shows an inverted U-shape. Consumers with a high (vs. low) sensation-seeking tendency show a linearly increasing pattern in their preference by the increase in the level of visual complexity. Click HERE to access the article.

 

1. Visual Complexity of a store [published]

The study investigated psychophysiological responses to a visually complex store. Click HERE to access the article.