1. 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).
2. visually warm design of a retail store [completed]
We discovered consumers with high relational needs prefer a visually warm (vs. cold) store environment. Click HERE to access the article.
3-1. visual Complexity of a store [completed]
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.
3-2. visual Complexity of a store [completed]
The study investigated psychophysiological responses to a visually complex store. Click HERE to access the article.