Researcher find that retail display fixtures can affect consumer perceptions of products

In virtually all stores, consumers view products on display fixtures that are presumed to be of little consequence. Yet, suppose that you were shopping for a set of trendy new coffee mugs and noticed some on a nearby table or shelf. Would your evaluation of just how trendy the mugs are change depending on the display fixture's surface material -- the piece of glass or wood beneath the product? According to University of Minnesota researcher Joan Meyers--Levy, there is reason to believe so.

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