How Merchandising Works?

Francis Buttle*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


There have been many attempts to form an explanatory theory of how advertising works, but no one has yet postulated a theory of merchandising. Drawing heavily on the developing science of environmental psychology, which studies the effects of physical environments on human behaviour, a theory of merchandising is established. The theory proposes that in-store behaviour, assessed in terms of approach—avoidance, is determined by emotional responses to merchandising stimuli, tempered by the characteristic response sets of the shopper.

Original languageEnglish
Pages (from-to)139-148
Number of pages10
JournalInternational Journal of Advertising
Issue number2
Publication statusPublished - 1 Jan 1984
Externally publishedYes


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