Simple or complex? Consumer response to display signs
Retail signage provides information from the marketer to facilitate product purchase. An increase in sign information creates greater sign complexity, which raises the question: for consumer product choices, what quantity of information is helpful versus overwhelming? We hypothesize that consumers...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Oklahoma Libraries
2020-08-01
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| Series: | Interdisciplinary Journal of Signage and Wayfinding |
| Subjects: | |
| Online Access: | https://journals.shareok.org/ijsw/article/view/67 |