The Artistic Theme of Product Display

¹ Wuhan Yucai Senior High School, 430010 Hubei, China
² Beijing Daoxianghu School, 100194 Beijing, China

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

This study examines the impact of multi-product co-display on consumer choice behavior in retail settings. In the context of increasingly fierce competition in the retail industry, product display has changed from simple product placement to an important visual marketing method that affects consumer decision-making, and the mechanism of different display theme expressions on consumer choice behavior still needs further exploration. It mainly focuses on the impact of artistic theme description and pure attribute theme description on consumers’ diverse choice, exploring the mechanism of artistic theme display on consumers’ choice behavior through processing fluency, positive emotion aand perceived diversity. This method can systematically sort out relevant research results on product display, consumer diversified choice. the same time, combining case analysis it compares Disney IP-themed pop-up stores and department store brand counters to observe differences in consumer behavior under different display logics. The ultimate goal is to explore whether artistic theme display can effectively promote consumers’ diverse choice behavior compared with pure attribute display. To achieve this, this paper constructs an analytical framework of “display theme expression, consumer psychological mechanism, and diversified choice behavior” through theoretical analysis and practical cases, systematically studying the impact of product display themes on consumer behavior.