Impact of Retail Layout Design on Attention and User Behavior
A novel approach was used to evaluate the impact of retail store layouts on consumer responses, by triangulating subjective feedback, behavioral data, and EEG data in the context of a virtual environment. Participants (n=45) were assigned to one of three store layout conditions. While there were no significant differences in participants subjective/conscious evaluations of the layout complexity, they demonstrated reduced product-recall scores, and greater cognitive workload in visual/spatial-processing brain regions, in store environments with more complex layouts. The findings demonstrate the value of an EEG/VR-based approach in studying human behavior during the building design process for identifying neural mechanisms and responses that self-reported feedback may obscure.