Retail Crowding: Impact of Merchandise Density on Store Image Page: 90
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90
individual". The findings of the present study showed that
one set of perceptions influencing store image is
experienced crowding--perceptions about the merchandise
density levels resulting in affective density. This
supports the theory of store image as internal to the
customer--a psychological or emotional response to the
stimuli. Objective reality in the Mazursky and Jacoby
(1986) store image model includes the features and
characteristics of the store which stimulate the consumer to
respond. Based on the findings of this study, merchandise
density and retail crowding may be included in the model as
identified stimuli.
In addition to the significance of the covariate,
crowding, a significant main effect was found for store
type. This result suggests that differences in the image
response occurred for different store types. A review of
the cell means showed that higher image responses occurred
for the department store condition than for the discount
store condition. Given previous research on store image,
this result is not surprising. Mazursky and Jacoby's
definition said that store image was "a cognition ...
inferred either from a set of ongoing perceptions and/or
memory inputs...". One would expect that consumers have
some preconceived ideas relating store image to store type.
One of the image measures used in other image research has
been to identify, through pre-test, stores that signify high
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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/m1/99/: accessed July 17, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .