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Aparna Sundar
Hélène Deval


Our newest issue of the Interdisciplinary Journal of Signage and Wayfinding focuses on communication effectiveness at the intersection of consumers’ perception and their experience. This special issue features work from marketing and communication scholars who explore the visual characteristics of signage as they influence evaluations, purchase intentions, detection of omission, and compliance. Given the timing of this issue, it is not surprising that the COVID-19 pandemic provided a highly relevant context in which to study consumers’ perception of visual information. As such, two of the articles presented discuss signage within the context of the global pandemic specifically. Other articles present important research on topics related to sign complexity and consumer perceptiveness.

Article Details

Author Biographies

Aparna Sundar, University of Washington (Bothell)

Aparna Sundar, Ph.D. is affiliated to the University of Washington (Bothell). She has extensive industry experience in market research and design. Aparna was a consultant at IPSOS where she conducted consumer research and in-store intercepts to understand shopper behavior and brand perceptions. She translated primary and secondary data into actionable recommendations linking objectives to strategy. Her research focused on in-store design, graphics and the effects of color on branding. She worked with clients such as P&G, Target, Wal-Mart, Hershey’s, Kellogg, PepsiCo and Unfi.

Hélène Deval, Dalhousie University

Hélène Deval, Ph.D. is an Associate Professor in the Rowe School of Business at Dalhousie University. Her research focuses on consumer behavior, especially inference processes. In everyday judgments consumers rely on limited information, using a variety of inferential strategies to “fill in the gaps” left by incomplete information and insufficient knowledge. Her work includes the use of naïve theories as inference rules, sensitivity to missing information and social influence strategies.


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