Abstract
Store windows offer an opportunity for retailers to influence consumers who are in the vicinity of their stores. However, little is known about the effects of store windows on shopper behavior. This study examines store window creativity and its effects on store entry. In line with advertising creativity research, the present study hypothesizes that window displays that are more creative will be more successful in attracting store visits and that this effect is mediated by store window attitude, product beliefs, and perceptions of retailer effort. The study proposes that shopping frequency moderates this effect. The study tests these hypotheses in two empirical studies: one large-scale field study (n = 1,834) and one experimental online study (n = 480). The results, which support all the hypotheses, contribute to a better understanding of the impact of (creative) store window displays