Effects of show windows on female consumers’ shopping behaviour

Varsha Jain*, Mika Takayanagi, Edward Carl Malthouse

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

22 Scopus citations


Findings – Using factor analysis, we identify five components of the show window: social, hedonic, informational, image and “feel-good” factors. The first four factors are aggregated into a “show window” metric, which is shown to influence purchase intentions; this influence is fully mediated by the feel-good factor. The image factor and the social and hedonic factors each significantly influence the feel-good factor.

Practical implications – When developing show windows, brand managers should aim to touch on all factors of the show window to make shoppers “feel good”; these positive feelings might intensify shoppers’ purchase intentions.

Originality/value – This study identifies five factors that make up consumers’ perceptions of show windows. It shows that exposure to a show window affects consumers’ purchase intentions, and that this influence is determined primarily by the extent to which consumers “feel good” about the store.

Purpose – The purpose of this study if to investigate the effects of show windows on shopping behaviour among female consumers to provide insights that a manager can use to encourage purchase behaviour.

Design/methodology/approach – On the basis of 20 in-depth interviews, we developed a survey, which we administered to female consumers (n = 209). The survey was based on a stimulus–organism–response framework. Each respondent was exposed to an image of a show window (images were taken from apparel departments of well-known department stores) and rated her perceptions of the window and intentions to purchase items sold in the store.

Original languageEnglish (US)
Pages (from-to)380-390
Number of pages11
JournalJournal of Consumer Marketing
Issue number5
StatePublished - Aug 5 2014


  • Consumer behaviour
  • Female shopping behaviour
  • Show window

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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