Rev. Adm. UFSM, Santa Maria, v. 13, número 3, p. 566-586, 2020 - 566 - CALL ME AND I’LL GO: THE EFFECT OF SHOP WINDOW DISPLAY ON BUYING BEHAVIOR OF BRAZILIAN CUSTOMERS IN FASHION RETAIL Me chama que eu vou: o efeito das vitrines no comportamento de compra do consumidor brasileiro no varejo de moda ABSTRACT From a theoretcal reference on consumer behavior in traditonal retail, this artcle explores the role of window display as a predictor of store entry and purchase decision. The study carried out in a Brazil- ian capital is a replicaton of Sen, Block and Chandran’s (2002) seminal research and had 364 partcipants. Data were analyzed by structural equaton modeling. Results indicate fashion trend, price and sale informa- ton as the main drivers of the decision to enter the store, which is the most relevant factor for consumers when deciding to buy a product. These fndings confrm not only the relatonship between window display and decision making, but they reveal window display as an antecedent of consumer decision making in tra- ditonal retail. Additonally, our fndings show the sensitvity of Brazilian consumer to novelty and fashion trends, as well as their predispositon to enter stores and purchase products when they are on sale or when payment alternatves are announced. Regarding academic contributons, this is a frst step in understand- ing retail shopping experience, being window display the staring point. Thus, studies on store atmosphere, visual identty constructon as well as price strategies can beneft from this content. Considering also the growth of e-commerce and the need to atract consumers to the physical stores, these results contribute to the studies on retail business strategies, suggestng the relatonship between the efect provoked by window displays and business performance. Keywords: consumer behavior; fashion retail; shop window display; decision making; buying experience. Fernanda Bueno Cardoso Scussel 1 Francisco Pujol Filho 2 Martn de La Martnière Petroll 3 Cláudio Damacena 4 DOI: 10.5902/19834659 33189 Submission: 20/06/2018 Accept: 02/05/2019 1 Insttuton Federal University of Santa Catarina, Florianopolis, Santa Catarina. Brazil Master in Business. E-mail: fcardoso@gmail.com ORCID: htps://orcid.org/0000-0001-7953-6710 2 Insttuton Federal University of Santa Catarina, country of origin Florianopolis – SC Brazil, Master in Business. E-mail: pujol@ufpr.br ORCID: htps://orcid.org/0000-0001-8649-6542 3 Insttuton Professor in the Graduate Program in Administraton at the Federal University of Santa Catarina, country of origin Florianopolis – SC Brazil, PhD in Business. E-mail: martn.petroll@ufsc.br. ORCID: htps://orcid.org/0000-0001-7280-9202 4 Insttuton Professor in the Graduate Program in Administraton at the Pontfcia Universidade Católica do Rio Grande do Sul (PUCRS) and Universidade de Santa Cruz do Sul (UNISC), country of origin Porto Alegre – RS Brazil, PhD in Business E-mail: damacena.claudio@gmail.com. ORCID: htps://orcid.org/0000-0002-8331-9302