Abstract
The paper describes the development, purification, and validation of a reliable self-report scale designed to measure the Desire for Visual Aesthetics (DVA) in the store environment. Despite the increasing amount of research on aesthetics, there is no guidance available to businesses to measure their customers' desire for visually aesthetic environments, or for environments with better or improved design. After all, an individual's aesthetic sensitivity is affected by his or her artistic judgment, which may differ from one person to the other.This research conceptualizes and develops a multi-item scale that measures an individual's level of desire for aesthetics in the store environment. Such a scale will have the potential to aid retailers to recognize possible improvement opportunities in store aesthetics and be able to position themselves according to the minds of the target market.
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REFERENCES
Bloch, Peter H., Frédéric F. Brunel, and Todd J. Arnold. 2003. “Individual Differences in the Centrality of Visual Product Aesthetics: Concept and Measurement.” Journal of Consumer Research 29 (March): 551–565.
Hollins, Bill and Stuart Pugh. 1990. Successful Product Design. London: Butterworths.
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© 2015 Academy of Marketing Science
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Saran, A., Serviere, L., Kalliny, M., Minor, M.S. (2015). Desire for Visual Aesthetics (DVA) in the Store Environment: Concept and Measurement. In: Spotts, H. (eds) Revolution in Marketing: Market Driving Changes. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11761-4_4
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DOI: https://doi.org/10.1007/978-3-319-11761-4_4
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-11761-4
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