Atmospheric cues and their effect on the hedonic retail experience
Purpose - The purpose of this paper is to examine the role of atmospherics in the creation of an hedonic retail experience by comparing the perceived differences between a retail environment attempting to provide an hedonic experience and one with a more utilitarian focus.Design methodology approach...
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| Veröffentlicht in: | International journal of retail & distribution management 2010-06, Vol.38 (8), p.641-653 |
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| container_title | International journal of retail & distribution management |
| container_volume | 38 |
| creator | Ballantine, Paul W Jack, Richard Parsons, Andrew G |
| description | Purpose - The purpose of this paper is to examine the role of atmospherics in the creation of an hedonic retail experience by comparing the perceived differences between a retail environment attempting to provide an hedonic experience and one with a more utilitarian focus.Design methodology approach - A qualitative methodology was employed, using protocol analysis and in-depth semi-structured interviews that were conducted with ten participants.Findings - The paper highlights several atmospheric cues and their influence on the hedonic retail experience. The first category of cues - attractive stimuli - were those cues that attracted attention, exciting the participant and eliciting approach behaviours. The second category - facilitating stimuli - included those cues that were necessary in order to facilitate product engagement.Originality value - The paper provides a broad categorisation of atmospheric cues, providing factors that shop designers can be aware of when creating a store with the hedonic experience in mind. |
| doi_str_mv | 10.1108/09590551011057453 |
| format | Article |
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| identifier | ISSN: 0959-0552 |
| ispartof | International journal of retail & distribution management, 2010-06, Vol.38 (8), p.641-653 |
| issn | 0959-0552 1758-6690 |
| language | eng |
| recordid | cdi_crossref_primary_10_1108_09590551011057453 |
| source | Emerald A-Z Current Journals |
| subjects | Consumer behavior Consumer behaviour Consumption Intervening variables Music Perception Retail stores Retailing Shop design Store ambience |
| title | Atmospheric cues and their effect on the hedonic retail experience |
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