A study to determine the effect of mannequin type and self type on the intention to enter the store.

• Main Authors: Heng, Evelyn Xue Ying., Mui, Say Inn., Wong, Hui Ren.
• Other Authors: Chung, Cindy Mann Yien
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising
• Online Access: http://hdl.handle.net/10356/10527
• Institution: Nanyang Technological University

Visual merchandising is very important to retailers. Retailers need to understand whether and how a window display may attract consumers to enter the store. The kind of mannequins used may affect the likelihood of store entry and so may the kind of selfconcepts portrayed by the mannequins. This s...