Abstract
Store window displays are highly important for retailers since they have the potential to draw traffic to the stores. Still, little is known about their influence on consumers. In this study we investigate the impact of store window creativity on consumer perceptions. The results of two experimental studies indicate that store window creativity positively affects attitudes towards the display and the items in it, willingness to pay for the items on display as well as attitudes towards the store and store entering intentions. This implies that retailers might profit from using a creative store window design.