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Business Environmental Design, Consumer Visual Literacy and Self-Concept

Rutherford, Sarah
http://rave.ohiolink.edu/etdc/view?acc_num=kent1353277884

Abstract Details

2012, MFA, Kent State University, College of Communication and Information / School of Visual Communication Design.
This research explores the hypothesis that the identity and environmental design of a business, whether created intentionally or not, attracts customers because it affirms some aspect of the customer’s self-concept. Two online surveys featuring photo-simulated shopping experiences in eight shopping scenarios—grocery stores, book stores, shoe stores, bakeries, wine stores, coffee shops, sit-down restaurants, and clothing stores—were distributed to online survey participants to evaluate self-concept, purchasing behavior, the application of retail patron images, store choice, and consumer perception of brand personality. Although connections to self-conflict were not conclusive, the findings of this research imply that consumers make judgments about the quality and availability of merchandise and service based on the exterior of a business. Consumers are also able to convey whom they think shops at a given store, an additional motivator for patronage. The research displays that it is important for retailers to have an understanding of their target audience in order to connect with them, and that predictive value may lie in consumer preference for similar store types.
Ken Visocky O'Grady (Committee Chair)
Sanda Katila (Committee Member)
Jerry Kalback (Committee Member)
98 p.
Aesthetics; Architectural; Business Community; Design; Interior Design; Urban Planning
retail design; visual communication; branding; retal branding; environmental graphic design; EGD; graphic design; business exteriors; business; self-concept; self-consistency; self concept; self consistency; visual literacy; visual design; consumers

Recommended Citations

Citations

  • Rutherford, S. (2012). Business Environmental Design, Consumer Visual Literacy and Self-Concept [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1353277884

    APA Style (7th edition)

  • Rutherford, Sarah. Business Environmental Design, Consumer Visual Literacy and Self-Concept. 2012. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1353277884.

    MLA Style (8th edition)

  • Rutherford, Sarah. "Business Environmental Design, Consumer Visual Literacy and Self-Concept." Master's thesis, Kent State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=kent1353277884

    Chicago Manual of Style (17th edition)

kent1353277884
1,969
© 2012, all rights reserved.
This open access ETD is published by Kent State University and OhioLINK.