The effect of visually evocative background arrangements in store interiors on purchasing behavior

Abstract

The potential of interior design to influence consumer behavior in shopping spaces through visual perception was the starting point of the research. The hypothesis that planning the background arrangements in the store interior to establish an associative bond with the product can direct instinctive purchasing behavior was tested with a consumer-oriented experimental method. The aim is to determine whether an environmental intervention made by the interior designer in shopping spaces will affect consumer preferences in the expected direction. The unique aspect of the research is that it raises awareness on this issue and is the first experimental study conducted in this context.

In the preparation phase of the study, the theoretical framework, research method, experimental setup, study area and sample group were determined. During the field phase, t-shirts and billboard surfaces to be used in the experiment were designed, other background arrangements were selected and a pilot study was conducted. Then, moving on to the main experiment phase, consumers in the selected store location will first: They were guided by background arrangements such as panel surfaces, accessories, and floor graphics, and then they were asked which of the T-shirts they would prefer and their reasons for choosing them. The survey was repeated in a different location where there was no guiding background arrangement and the reliability of the experimental results was tested. In this regard, the findings were analyzed and discussed first separately and then comparatively. As a result of the research, it was determined that the consumers who participated in the main experiment preferred the t-shirt design that was mostly associated with the background arrangements in the store interior and associated this preference with formal elements. In places where there is no router, consumer preference has differed. The results obtained support the research hypothesis.