Is consumer neural response to visual merchandising types different depending on their fashion involvement?

This study investigated consumers' responses to fashion visual merchandising (VM) from a neuroscientific perspective. The brain activations of 20 subjects differently involved in fashion were recorded using functional near-infrared spectroscopy in response to three different fashion VM types. According to the types of fashion VM, significant differences were observed, which were significantly higher for the creative VM. Moreover, highly fashion-involved subjects showed activation of the orbital frontal cortex region in response to the creative VM. Based on these results, it is suggested that marketing strategies should be devised explicitly for the brand's targeted audience and goals.