... lab experiment is included in the Web Appendix). Findings This study shows that visually contrasting foreground objects from one another can reduce perceived display crowdedness (mediator), increase perceived display aesthetics (mediator) and increase shopping intentions (dependent measure...

... Publishing Limited Licensed re-use rights only Crowdedness Personal control Product types Channel selection Crowded environment is ubiquitous, such as shopping malls on weekends, gift shops before holiday seasons and subway stations during rush hours. Crowding affects consumers' emotions...