Visual Merchandising Effectiveness Scale

What it measures

Measures consumer perceptions of visual merchandising effectiveness — window displays, product presentation, and in-store visual communication. Captures whether visual merchandising attracts attention, communicates product information, and motivates store entry or product trial. Widely used in fashion retail, pop-up store, and luxury retail research.

Representative items

• The window display attracted my attention immediately.
• The product display gave me a clear idea of what is available in-store.
• The way the products are displayed made me want to enter the store.
• The visual presentation made the products look appealing.
• The in-store displays increased my desire to try the products.

Citation

Sen, S., Block, L.G., & Chandran, S. (2002). Window displays and consumer shopping decisions. Journal of Retailing and Consumer Services, 9(5), 277–290.