store environment
Store environment componants
1. Introduction: store environment as a research topic first known at 1973 by Kotler, who first release the expression “Atmospherics” and defined it as "the effort to design buying environments to produce specific emotional effects in the buyer that enhance his purchase probability ”(Kotler, 1973.p.50).
Researchers and marketers over the period of almost 60 years exert an impressive effort to elaborate store environment’s criteria, they have attempted to increase the threshold of knowledge about retail, scholars try to predict the collective effect of stimuli in a particular environment depending upon their perception of environmental elements (Mehrabian 1976).
The accumulated evidences clearly reveal two conclusions; First, atmospherics has the ability to effect purchasing behavior of shoppers in a wide variety of classifications of retail stores. Second, relatively small changes in a number of the elements in the retail environment can have an impact on sales and purchasing behavior ( Turely and Milliman, 2002).
2. Background:
Store environment refers to any element of a store that can be controlled in order to enhance or limit behaviors of its occupants, both consumers and employees. Solomon identifies atmospheric as “the use of space and physical features in store design to evoke certain effects in buyers” (Solomon, 2002.p.601).
Authorization pertinent to store atmospherics is stemmed from psychological theory (Baker,2002). There is confined range infer the atmospherics influential concern; (S-OR) model, inference theory, schema theory, the theory of affordances, attribution theory and information overload.(Mehrabian and Russell 1974; Baker, Parasuraman and Voss, 2002; khedri,2013). stimulus-organism-response (S-O-R) model by Woodworth (1928) noted that the stimulus elicits a different effect or response depending on the state of the organism. The “O” (for organism) mediates the relationship between the stimulus and
1. Introduction: store environment as a research topic first known at 1973 by Kotler, who first release the expression “Atmospherics” and defined it as "the effort to design buying environments to produce specific emotional effects in the buyer that enhance his purchase probability ”(Kotler, 1973.p.50).
Researchers and marketers over the period of almost 60 years exert an impressive effort to elaborate store environment’s criteria, they have attempted to increase the threshold of knowledge about retail, scholars try to predict the collective effect of stimuli in a particular environment depending upon their perception of environmental elements (Mehrabian 1976).
The accumulated evidences clearly reveal two conclusions; First, atmospherics has the ability to effect purchasing behavior of shoppers in a wide variety of classifications of retail stores. Second, relatively small changes in a number of the elements in the retail environment can have an impact on sales and purchasing behavior ( Turely and Milliman, 2002).
2. Background:
Store environment refers to any element of a store that can be controlled in order to enhance or limit behaviors of its occupants, both consumers and employees. Solomon identifies atmospheric as “the use of space and physical features in store design to evoke certain effects in buyers” (Solomon, 2002.p.601).
Authorization pertinent to store atmospherics is stemmed from psychological theory (Baker,2002). There is confined range infer the atmospherics influential concern; (S-OR) model, inference theory, schema theory, the theory of affordances, attribution theory and information overload.(Mehrabian and Russell 1974; Baker, Parasuraman and Voss, 2002; khedri,2013). stimulus-organism-response (S-O-R) model by Woodworth (1928) noted that the stimulus elicits a different effect or response depending on the state of the organism. The “O” (for organism) mediates the relationship between the stimulus and
References: Baker, J., Michael Levy and Dhruv Grewal (1992), “An Experimental Approach to Making Retail Store Environmental Decisions,” Journal o f Retailing, 68, (Winter), 328-339. Bitner, M. (1992), “Servicescapes: The Impact o f Physical Surroundings on Customers and Employees,” Journal o f Marketing, 56, 57-71. Holbrook, Morris B. (1986), “Aims, Concepts, and Methods for the Representation of Individual Differences in Esthetic Responses to Design Features,” Journal of Consumer Research, 13, 337-347. Kotler, P. (1974), “Atmosphere as a Marketing Tool,” Journal o f Retailing, 49, 48-64. Mattila, A. and Jochen Wirtz (2000), “The Role of Pre consumption Affect in Post purchase Evaluation of Services,” Psychology and Marketing, 17 (7), 586- Eroglu, S. A., & Machleit, K. A. (1990). An empirical study of retail crowding: Antecedents and consequences Turley, L.W. and Ronald Milliman (2000), “Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence,” Journal o f Business Research, 49, I 93-21. Mehrabian, A., & Russell, J.A. (1974). An approach to environmental psychology. MIT Press, Cambridge, MA. Ruy, K., & Jang, S. (2008). DINESCAPE: A scale for customers’ perception of dining environments. Journal of Foodservice Business Research, 11(1), 2–22.