Consumer processing of interior service environments: the interplay among visual complexity, processing fluency, and attractiveness

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dc.contributor.authorOrth, U.
dc.contributor.authorWirtz, J.
dc.date.issued2014
dc.description.abstractVisual appeal is an important consideration in the design of interior service environments because attractiveness influences consumer behavior. Employing both an experiment and a field study, we show that visual complexity reduces a service environment’s attractiveness. Furthermore, we find that the complexity-attractiveness relationship is mediated by processing fluency and its instantaneous affective companion, pleasure. Our findings provide novel insights into the underlying process mechanism involved in channeling the effect of visual complexity on attractiveness. Furthermore, both studies confirm that customers’ field dependence moderates the complexity-fluency relationship and that shopping motivation (i.e., hedonic vs. utilitarian shopping goals) moderates the fluency-pleasure relationship. Our findings suggest that it is generally better to reduce the complexity of interior service environments. To achieve this, service firms should reduce the number of objects in the environment, enhance the visual organization and symmetry of their arrangement, and use fewer colors, textures, and materials.
dc.description.statementofresponsibilityUlrich R. Orth, Jochen Wirtz
dc.identifier.citationJournal of Service Research, 2014; 17(3):296-309
dc.identifier.doi10.1177/1094670514529606
dc.identifier.issn1094-6705
dc.identifier.issn1552-7379
dc.identifier.urihttp://hdl.handle.net/2440/108941
dc.language.isoen
dc.publisherSAGE Publications
dc.rights© The Author(s) 2014
dc.source.urihttps://doi.org/10.1177/1094670514529606
dc.subjectInterior design; complexity; affect; processing fluency; field dependence; shopping motivation
dc.titleConsumer processing of interior service environments: the interplay among visual complexity, processing fluency, and attractiveness
dc.typeJournal article
pubs.publication-statusPublished

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