Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/108941
Citations | ||
Scopus | Web of Science® | Altmetric |
---|---|---|
?
|
?
|
Type: | Journal article |
Title: | Consumer processing of interior service environments: the interplay among visual complexity, processing fluency, and attractiveness |
Author: | Orth, U. Wirtz, J. |
Citation: | Journal of Service Research, 2014; 17(3):296-309 |
Publisher: | SAGE Publications |
Issue Date: | 2014 |
ISSN: | 1094-6705 1552-7379 |
Statement of Responsibility: | Ulrich R. Orth, Jochen Wirtz |
Abstract: | Visual appeal is an important consideration in the design of interior service environments because attractiveness influences consumer behavior. Employing both an experiment and a field study, we show that visual complexity reduces a service environment’s attractiveness. Furthermore, we find that the complexity-attractiveness relationship is mediated by processing fluency and its instantaneous affective companion, pleasure. Our findings provide novel insights into the underlying process mechanism involved in channeling the effect of visual complexity on attractiveness. Furthermore, both studies confirm that customers’ field dependence moderates the complexity-fluency relationship and that shopping motivation (i.e., hedonic vs. utilitarian shopping goals) moderates the fluency-pleasure relationship. Our findings suggest that it is generally better to reduce the complexity of interior service environments. To achieve this, service firms should reduce the number of objects in the environment, enhance the visual organization and symmetry of their arrangement, and use fewer colors, textures, and materials. |
Keywords: | Interior design; complexity; affect; processing fluency; field dependence; shopping motivation |
Rights: | © The Author(s) 2014 |
DOI: | 10.1177/1094670514529606 |
Published version: | http://dx.doi.org/10.1177/1094670514529606 |
Appears in Collections: | Aurora harvest 8 Business School publications |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
RA_hdl_108941.pdf Restricted Access | Restricted Access | 450.45 kB | Adobe PDF | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.