2. Red logo inscriptions
communicated “pop” and
“trendy”
White logo inscriptions
communicated “elegance” and
“dash”
3. The open doors were more
welcoming and luring than the
closed ones
4. The “sparse” interior made me
feel less comfortable and
communicated that clothes inside
are very expensive
The “cluttered” interior made me
spend 5 times more time inside
the store than the “sparse” one
5. All stores either had white or gray
floor tiles
All stores played music,
pop music in general
Stores had two distinctive smells:
1) Perfume
2) The smell of “new”
6. Security was only visible in stores
that had security
Most stores has placed clothes on
sale in the frontal part of the
store
7. The most exposed product for
impulsive purchasing were socks
Belts were at least accessible
item in each store
8. Most shop assistants did not
greet any customer perhaps
because people were primarily
browsing
