Question

do more creative store - window displays affect shopper behavior? six main - street retailers selling everyday fashion items were used in the study. pretests with shoppers showed the six stores to be comparable on brands and consumer perceptions of value for the money. three of the retailers had more creative windows, in terms of displaying items in a more innovative and artistic manner versus the less creative windows, which had a more concrete focus on the items on display. all display windows were of similar dimensions. observers, in close proximity but out of sight of shoppers, watched their behavior as they passed the display windows, and for each shopper the observers recorded whether the shopper looked at the window or entered the store. a total of 863 shoppers passed the more creative windows and 971 passed the less creative windows. the study found that a higher percentage of shoppers looked at and entered the stores with the more creative windows, and the differences in shopper behavior between the more/less creative windows were statistically significant.
in their paper, the authors of the study also reported the results of a second study to compare more/less creative window displays. in this second study, the authors used a single retailer and displayed the same merchandise in exactly the same way for both the more and less creative window displays. the differences between the window displays only involved the design surrounding the merchandise being more or less creative, not the content. subjects recruited from the retailer’s customer database were randomly assigned to view an image of one of the two window displays. after viewing the image, subjects answered questions about whether the products in the display made them want to enter the store.
what are the explanatory and response variables?
explanatory variable(s)
response variable(s)
answer blank
questions answered by the subjects
desire to enter the store
window display (more or less creative)
whether the shopper enters the store

Explanation:

To determine explanatory and response variables, we analyze the study:

• Explanatory Variable: The variable that is manipulated or explains changes, here it's the "window display (more or less creative)" as it's what's varied to observe its effect.
• Response Variables: Variables that respond to the explanatory variable. These include "whether the shopper enters the store", "desire to enter the store", and "questions answered by the subjects" as they depend on the window display's creativity.

Answer:

Explanatory variable(s): window display (more or less creative)
Response variable(s): whether the shopper enters the store, desire to enter the store, questions answered by the subjects