Abstract:
Research to-date on sensory stimuli creating store atmosphere has largely ignored the possible interactions of multiple stimuli in producing an holistic experience for the shopper, and the influence such an environment might have upon shopper affect and behaviour and store choice. This study takes a theoretical explanation approach and identifies the range of stimuli that are present in the marketplace, constructs a typology of store atmosphere stimuli, and tests the influence of the interacting stimuli on shopper affect and behaviour and store choice. This is done through a series of studies, including field observation, a survey of retailers, and laboratory experiments. Results suggest that a broad range of stimuli is used, with some identifiable 'packages' of combinations in the marketplace. A typology based upon store type using standard industrial classifications describes the implementation of sensory stimuli in the assembly of store atmosphere. The laboratory experiments show that use certain combinations of stimuli result in interactions that exert significant influence on shopper affect and shopper behaviour, with limited impact on store choice. The implications for retailers are that there is a typical store atmosphere profile for their store type which offers opportunities for manipulation of stimuli levels to impact upon different aspects of shopper affect and behaviour, and to potentially differentiate themselves form competitions.
