In their paper, the authors of the study also reported the results of a second study to compare more$/$less creative window displays. In this second study, the authors used a single retailer and displayed the same merchandise in exactly the same way for both the more and less creative window displays. The differences between the window displays only involved the design surrounding the merchandise being more or less creative, not the content. Subjects recruited from the retailer's customer database were randomly assigned to view an image of one of the two window displays. After viewing the image, subjects answered questions about whether the products in the display made them want to enter the store.