Retail Crowding: Impact of Merchandise Density on Store Image Page: 86
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86
in fact an antecedent of experienced crowding.
Environmental cues were identified as contributing factors,
but were not delineated in the retail crowding model. The
present study expands on the retail crowding literature and
specifically the Extended Model of Retail (Eroglu and
Harrell 1986) by analyzing merchandise density in terms of
its contribution to experienced crowding as well as to store
image formation. The results indicating that there is a
difference in perceived crowding at different merchandise
levels are important findings given the importance of
merchandise arrangement in retail strategy. It expands
studies that suggest that physical design influences the
experience of crowding (Baum and Valin 1977) by showing
that the physical arrangement of merchandise influences
perceived crowding.
An interaction between merchandise density and
merchandise type occurred for perceived crowding. This
finding suggests that the crowding response may be different
at different merchandise density levels when merchandise
type is considered. This is an important discovery because
it shows that the application of retail crowding theory, in
terms of response to merchandise density, will vary
depending on the merchandise mix of the retailer. In this
study the two types of merchandise treatments were apparel
and non-apparel. A review of the cell means of this
interaction showed much higher means (lower crowding
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Paden, Nita L. (Nita Lynn). Retail Crowding: Impact of Merchandise Density on Store Image, dissertation, December 1993; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc278584/m1/95/: accessed July 17, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .