In a observational field experiment we explored the effects of dynamic versus static eye-catchers in shop windows on consumer behavior: Do more passers-by stop in front of a shop window when there is movement? Do they look at the display for longer? Does the type of movement (e.g. speed and constancy) make a difference?

To understand how aesthetic qualities of shop windows affect consumers’ behavior, we conducted an observational field study with 289 individuals who were observed in front of a hat maker’s shop window. The window display varied as follows: In the first experimental condition (fast & furious), a fan swirled star garlands hanging from the ceiling, while the hats remained motionless. In the second experimental condition (slow & steady), a platform was slowly rotating, showing the hats from all sides. In the control condition (static), both the rotating platform and the fan were switched off.

We observed that, compared to the static control condition, more passers-by stopped in front of the shop window whenever movement was present. However, there was a difference between the two experimental conditions: While the fast & furious condition attracted more passers-by, people in the slow & steady condition looked at the hats longer, possibly indicating a higher interest in the product. This interpretation is backed by the observation that average dwell time between the slow & steady and the control condition did not differ. Our findings raise new research questions regarding the use of dynamic elements in the design of salient shop windows.