The Effect of Visual Merchandising Elements on Visitor Engagement and Sales in Art Galleries
Glory S, Nelsonmandela S
Journal of Multimedia Processing and Technologies, Vol. 16, No. 2, 2025.
DOI: https://doi.org/10.6025/jmpt/2025/16/2/47-56
Link: https://www.dline.info/jmpt/fulltext/v16n2/jmptv16n2_1.pdf
Abstract:
This research explores the impact of visual merchandising elements on visitor engagement, satisfaction, and
purchasing behavior in art galleries. Drawing upon the Servicescape Model and the Stimulus-Organism-
Response (S-O-R) Model, the study integrates findings from a comprehensive literature review and qualitative
analysis of semi-structured interviews and focus groups. Key visual merchandising elements, including
lighting, layout, color schemes, signage, and interactive displays, are examined for their influence on visitor
emotions and cognitive responses.