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Customer REACTION TO Store Atmospherics Cultural Studies Essay

Kotler used and described atmospherics first. Regarding to him, atmospherics refers to store environment that may be designed or manipulated to make psychological and behavioural responses in consumers.

Atmospheric influence on buying behaviour draws from the Stimulus-Organism-Response Model. Here atmosphere refers to the stimuli (S) that results consumers' emotional point out (O) causing a change in their activities (R). Atmospheric stimuli relates to colour, music, fragrance, layout etc. These either cause way (positive response) or avoidance response in buyers. Positive respond can result in consumers discovering and spending more time in the surroundings.

Stimulus is something that produces a certain reaction in a human (an animal or a herb), maybe it's sensory, verbal or visible stimuli. These stimuli include exterior as well as internal stimuli. Exterior stimuli identifies anything in the environment that can cause effect in someone. While inner stimuli derives from the internal state of an individual.

Belk divided stimuli into aim and situation stimuli. Object stimuli stands for the conception of external environment by consumers through their senses. Whereas situation stimuli are aspects discussing time and place that are not in relation to any personal characteristics, such as time of your day and the existence of other individuals.

However, we should remember that not everyone understand certain stimuli similarly. That's the reason we have to consider the next factor, which is Organism.


Individual's environmental bordering affects their emotional state, which determines how they react and behave. Pleasure and arousal will be the two emotional state governments effected by environmental stimuli.

Mehrabian and Russell developed the PAD platform, to analyze environmental results on individuals. Elements of the framework are nonverbal responses by customers and refers to pleasure, arousal and dominance.


"Pleasure identifies the amount to that your person seems good, joyful, happy or satisfied in times versus displeasure. "

Pleasure was identified as "happy rather than unsatisfied, pleased (irritated), satisfied (unsatisfied), contented (melancholic), hopeful (despairing) and laid back (bored)".


"Arousal identifies the amount to which a person seems excited, activated, alert or lively in a situation versus nonarousal. "

Arousal can be identified as" stimulated (laid back), ecstatic (quiet), frenzied (sluggish), jittery (dreary), wide-awake (sleepy) and aroused (unaroused). "


"Dominance identifies the amount to which the individual feels in control of, or absolve to action in, situation versus submissiveness. "

Finally dominance relates to "controlling (governed), influential (influenced), in charge (cared-for), important (awed), prominent (submissive) and autonomous (led). "

Donovan and Rossiter mentioned that dominance does not play an important role on in-store behavior.

Mood and Emotions

Emotions can be evoked by a meeting or by some events that occurred to us. These thoughts can be divided into four categories: Affective emotions (love, sympathy, take great pride in, anticipation), Well-Being feelings (enjoyment, joy, good luck, relief), Aversion thoughts (disgust, annoyance, fear, hate) and Discomfort Feelings (pity, guilty conscience, boredom, stress).

Emotions generally are obtained for a limited time frame. Usually emotions state governments that know about a person is maintained from a few minutes to a few hours. Moods previous for longer than feelings, they make reference to how one seems.

Mood and Consumer Behaviour

It has been explained that mood has an important affect on consumer behavior. However, whenever a customer gets into a retail environment they do that with a previously obtained mood condition. This disposition can be shifted either into a good or a negative way, thru environmental stimuli.

It is important to consider mood stimuli into account, since in case a customer's mood have been improved by way of a certain shopping environment, it is possible that they can make some small purchase.

Cognition has been proved to be effected by disposition. In general positive disposition is thought to donate to efficiency and also to the likelihood of helping others, whereas negative feelings reduce this.


C) Product / Service

B) Situational

Factors environmentBehaviours related to emotional says created by environmental factors can either be approach or avoidance reactions, in form of your energy, exploration, communication and satisfaction. The issue between these two are outcome of three different stages of purchase-making process. Shopper's feelings and thoughts, meaning their feelings and mood, then the environment and finally the nature of the merchandise are the source of approach- avoidance turmoil.

Approach an avoidance behaviours can be put into four categories(time, exploration, communication, satisfaction). First of all type of behaviour is the desire to stay longer and actually spend additional time in the environment. Then the wish for discovering the shopping space. Communication refers to actually phoning others in the environment or with the sales personnel. Finally satisfaction pertains to the ability of performing, rewarding ones wants and needs.

Retail Shopping Environment

Essential elements of a retail store atmosphere are external surfaces, general interior, store structure and exhibits. Through this department managers may easily form their retail environment so that consumers respond in the desired way also to present a brand or company corresponding to their image. However it should be noticed that each individual rectos to physical atmosphere in another way depending on the individual characteristics. For instance the age of each person depends upon their effect, since a teenager almost certainly have a different reaction to a certain stimuli then an older person.


The exterior of your retail store is one which interacts with the consumers first, and is an essential factor for the shopper in choosing joining a store or not. . . .

The exterior of any shop can have vital effect on perceived brand image and must be organized ahead. Storefront includes the actual external surfaces of the shop itself. It could be provided as a tool or connecting certain images such as trendy, classy, glamorous or even discount rates. Consumers often examine a store by its outdoor image and can, in most cases, give rise to certain feelings. So that it is curtail to create the storefront consequently.


Marquee is the sign that presents the brand's name. One of the most famous marquees is McDonald's golden arch. Store access needs to be looked at in 3 ways. The amount of entrances should be placed first which in case of big shops may differ from four to eight. Then the kind of entrances need to be determined, meaning it is self-opening, push-pull or weather operated. And thirdly walkways are designed, how big is them can evoke various moods.

Display windows

Display windows are created for just two reasons, firstly to identify the store and its own goods, secondly to persuade visitors to come in. Good planning is required to produce creative display glass windows. That's the reason oftentimes retailers employ outdoors specialists, who choose colour, number, form, size and styles of display glass windows.

Researchers have proven that outside window exhibits can have results on consumers as well as the location and the car parking conditions could results just how consumers judge the grade of a brandname or retail store. External surfaces elements must evoke strategy behaviours and become perceived as pleasing in order for consumers to type in.

Store Layout

There are five types of layout methods you can use in a retail environment. Each type was created and used so that consumers get exposed to as much items as possible. This increases the probability of consumers making purchase decisions and for that reason increase sales. (Patric Dunne, Retailing)

Grid Layout

First kind of structure to be discussed is the grid design, in which racks and counters sit in long rows in right position all over the shopping space, where individuals walk along on each row. This is seen in supermarkets, since it provides the shopper with a rational structuring of products and maximises the utilization of available space. Nonetheless the use of this structure structuring allows the buyer to skip certain parts of the store he or she is not thinking about. Additionally, it may cause misunderstandings in shoppers, if indeed they only entered for some articles, since it doesn't allow them to see although complete environment. (Patric Dunne, Retailing)


Free-form structure is the next form of structure that is often used in retail spaces. In cases like this, merchandise is put randomly all around the available shopping environment permitting the customer maneuver around more widely, since there is no pattern that needs to be followed. This sort of layout can be used in smaller spaces where customers plan to look through the whole store (Patric Dunne, Retailing). With free-form layout customers are provided with continuous wonder effects, but if the retail space is too large some system must be employed in order not to confuse buyers (Retail Product Management, Rosemary).

Loop Layout

The loop structure is created in a manner that it guides consumers through the retail space in a way that it starts off from the access of the shop and brings them back to the same point by the end. This method can be used for improving output of shops, because customers are exposed to a maximized level of products. Here it is also important never to confuse customers and invite them to see through and understand the merchandise placement. (Patric Dunne, Retailing)

Spine Layout

The mixture of previously explained designs - the grid design, the free-form and the loop structure - is the vertebrae design. It mixes the advantage of all three designs. One main aisle can be found over the store starting from the entrance all the way to the leave. Alongside the spine grid a blend of grid or free-form structure is used, depending of the item in the stores. Mid-sized stores like to utilize this method, especially fashion stores dividing the feminine and male parts apart with the variations of different layouts. (Patric Dunne, Retailing)

Boutique Layout

Boutique layout is used where personal offering is required. Customers are surrounded with merchandise, which is positioned on wall fixtures. Where retail space is relatively big a guided walkway shows the keep track of that needs to be followed directing purchasers through different kinds of items. (Retail Product Management, Rosemary).

It has been proven by analysts that with time constraints and in undiscovered areas unplanned spending was higher, in the same way brand switching.

Interior (Point - of - Purchase) Display

A vendors' tool for attraction could be POP exhibits, since it includes information and enhances a warm atmosphere. These shows can also encourage purchasers to buy. Nowadays with modern technology a variety of exhibits can be created, ones that move with air, electronic digital shows providing product presentations and answers questions integrating all sorts of multimedia capabilities.

Signs also here direction

Point of purchase (POP) displays can effect

General Interior

This category includes things like scent, music, colour, lighting, flooring, wall membrane texture and cleanness.


Music is the most frequent aspect of standard interior that has been studied concerning its effects on consumers, since stores presume there is an association between time spent in a store and amount of buying. These studies have proven that music performs an important role in sales, time spent in the surroundings and arousal.

For classical conditioning strategy, music is a superb tool to be utilized in a shopping environment. It could result in the improvement of behaviour as well as place consumers into a confident mood. Also music is with the capacity of attaining development of positive emotions such as enjoyment, peacefulness, sentimentality and enjoyment. Nevertheless music can impact on emotional memories and affect purchase motives. (Consumer Behavior, Hoyer/MacInnis)

However which thoughts could be induced by music will depend significantly on its framework. The following stand shows the different musical element and its own impact on different psychological expressions. (Consumer Behaviour, Hoyer/MacInnis)






































































So the impact of music on various psychological expressions can be related to the tempo, size, mode and tranquility of the music. (Consumer Behaviour, Hoyer/MacInnis) Just how that music effects us is also directly related to inspiration, engagement level and needs of the task performed. However. different age ranges react diversely to music in a retail environment.

The familiarity of music was also proven to have an effect on consumer behaviour. Given that identified shopping time could be elongated with playing familiar music to customers, as product analysis can increase anticipated to familiar music performed within an environment. Ornstein claims that this is due to the fact that, if you can remember the time period of a situation, it looks longer. Consumers also have reported to be less aroused in an environment where unfamiliar music was participating in.

Background music, also known as ambient music is employed for creating feeling and persona for an environment or service. In marketing, the goal of managing ambient music is to manage a company's major point of contact with its customers, meaning in the retail or service place. The most frequent process is through the addition of music in to the shopping experience, which often happens in span of company's control and in the physical retail space.

Music Tempo

Tempo of the music has been shown to have a romantic relationship with the tempo of shopping. Consumers exposed to slower music also shop at a lower pace. Since this poor pace ends in longer time put in in the store, it is evident that slower music creates greater shopping opportunities and comes with an effect on actually quantity used.

It has been proven that whenever music tempo is manipulated in a supermarket, people spend more time and profit the gradual retail atmosphere and sales respectively increased by 38%, same impact has been seen in a restaurant setting resulting in increased drink utilization and 41% in drink revenue.

Music tempo also gives associative information in what kind of schemas, products and ultimately purchases are generally right. Unconscious way of thinking of consumers can occur through these relationship, for example consumers do not think they are in need of spending additional time in an environment where slow-moving ambient music is performed. Research showed that many consumers can't remember the sort of music that was participating in or can't even understand that music was playing at all. Furthermore likely is the fact consumers connect poor music with comforting feelings, which can create a relaxing effect.

At once fast tempo music can create arousal for consumers. A study exhibited that consumers which spent time in a host with fast music performing reported greater willingness to say hello or smile.

Music Type

Yalch and Spangenberg established that young customers (under 25) experienced they have put in more time in the easy listening vocals environment, however, old consumers felt they have spent more time when being exposed to Top 40 music. Consumers time awareness is inspired by the familiarity of the music.

The type of music can also affect consumer's product choice through associations made by them. North et al. evaluated the association aftereffect of French and German music played out in a wines store. The effect was that if the music could be associated with a certain region, then the linked nation's wines was purchased in a greater quantity with respect to prior occasion when no associative music had not been performed. French and German music could be heard on various days and nights, German music played in the store led to German wine beverages outselling of French wine beverages and vice versa. Surprisingly consumers reported to be unacquainted with this music affect on their use. A different study revealed that consumers bought more costly wine when traditional music was playing with esteem to Top 40 music.

The choice of music in a retail environment is related to the prospective consumers' taste and is wanting to build associations between a firm, its brad and its customers. On this setting retailers become a distributer route for music and use cross- promotional strategies. Stores, such as Starbucks, give a variety of music generating extra revenue with it. Music is also a great cross-promotional tool since it can support brand identities and hook up brands with similar goal customers. Victoria's Top secret for example released a Compact disk with Spice Young girls: Greatest Hits. Both Victoria's Top secret and the Spice Young girls tries to represent the image of alluring and powerful women, and this connection benefits both of them. In addition to this Spice Women made their reunion concert on Victoria's Hidden knowledge total annual fashion show.

Just as music can improve consumers mood and drive sales up, additionally, it may have the opposite result and drive people away. For instance in London Underground traditional music was performed which drove offences, such as mugging and vandalism of subways, down by a significant amount.

Music Volume

The volume of music can likewise have an effect about how long a person continues to be in a retail environment. Reviews show that buyers spend less amount of time in a store where noisy music exists, however it does not have an effect on sales or the level of satisfaction.


Behavioural reactions to scents can lead to either strategy or avoidance, according to the pleasantness of these. In recent years scent had become an important factor when differentiating brands in a retail environment or develop consumers pleasure and accomplishment available on the market. Scent marketing as such is concentrating on setting fragrance to effect mod, support products or position a brand. Quite simply scent can be used as a primary product feature like in case of room deodorants and personal perfumes and in cases like this scent is the primary reason why the product is purchased. Nevertheless scent is more often used as secondary product attribute. That is when the primary reason for the purchase of the merchandise is not the smell but it might e used to help us recognise the brand and differentiate it from the competition.

A significant growth can be seen in aroma marketing with respect to the use of ambient scents, which is described by releasing scent into the environment of shops, hotels or casinos as part of the environment's atmospherics. Ambient fragrance is supposed to own positive influence on consumers' evaluation and enhance positive feeling creating higher sales income. Interestingly the sort of scent didn't impact the outcomes. Improvement in evaluation was more effective when scents were integrated with seasonal vocals(Xmas music with Christmas scent). A number of suppliers use ambient scents such as Samsung and Sony, so already there are a few companies that attempts to fulfil the requirements of such suppliers and provide them with alternatives. There is a growing dependence on exclusive modifications of scents to serve as "signature scents" and provide competitive differentiation choices.

"A couple of over 5 million olfactory neurones inside our sinus cavity with which we're able to find over 10, 000 different scents". Liking or disliking of certain scents are discovered through experience, so if we are in progress of a pleasurable activity we will like the scent felt during this time period. It is also important that different cultures obtain scents differently, for instance in case there is cheese.

Many of us would think that scents could improve consumers' moods, since it affects them, however not many studies could actually support this concept. Still research confirmed that emotional claims can work as well as scent and also have considerable reaction on memory. Overall dates until now states that relation between ambient scent and consumer spirits is rather weakened.

It has been also looked into whether ambient scent in retail environment impacts genuine spending, or not. What they have found is that under certain circumstances it does have an effect and a lovely fragrance can increase spending. Some have discovered that consumers spent more when a matching scent premiered into the environment that might be associated with the sort of clothes sold there (e. g. female scent - women's section). A key simple truth is that, however, if both aroma an music exists in the atmosphere purchasers spend minimal amount of time in it. So it is important never to over encourage customers with way too many features.

Scent is presumed to own special effect on recalling human memory, considering that a familiar meals from our child years can bring back again old recollections. Herz has discovered that scent can bring back emotional thoughts alternatively than those evoked by aesthetic, verbal or auditory senses. Additionally it is said that information associated with scent are resilient and this consumers observe a product for longer when being exposed to ambient fragrance and subsequently can better recall or identify a brand. Researchers have also found that aroma can influence genuine time put in in the surroundings while others say it only affects the perceived time delivered. (era)

A variety of different studies discuss reasons behind the preference of one fragrance over and other one. They state that associative learning is behind all this, meaning that an event or item is related to another through a person's past recollections or experiences. Which is connected to the actual fact that during being pregnant or lactation if a kid is subjected to a certain scent or flavour, down the road in his / her life they'll show a desire towards those impressions. Mental link with these happenings also play a important role in the choice of particular scents.








Research demonstrates similarly nice aromas, such as perfume or baby powder, improved feeling and removed some components of depressing psychological state governments. And on the other palm upsetting smell, for example garbage smell, added to less enjoyable mood. In the same way when people were subjected to a scent during a stressful situation, later they reported to feel demanding again when being the same aroma again in a non demanding environment.

As stated before, scents can remember old memories, regarding to researchers memories recalled by scents are being kept in mind more emotionally then those brought on by other sense organs.


Different colorings are associated with different emotions and meanings. All colors obtain negative and positive meanings and certainly each colour is more or less fashionable in line with the instant. For this reason the propensity of using various shades change over time (Consumer Behaviour, Martin M Evans).

Colours are able to influence perceptual and mental reactions in purchasers and achieve certain reactions. A colour's hue and order is made matching to its wavelength. Brief wavelengths stand for 'cool' colorings, such as violet and blue. Long wavelengths are related to 'warm' colour including red and orange. Research signifies that cool-coloured shopping atmospheres are in favour against warm-coloured environment. As a consequence blue surroundings may donate to improved feelings instead of orange ones.

Babin et al. state governments that violet/blue can impact purchase plans more than red/orange would. Others believe blue is a relaxing colour, while red is a stimulating colour that could work as well as other adjoining factors. It is also thought that blue works in a manner that it seems further, whereas red things appear to be closer. People throughout a study, noted to be quiet while being in a blue room and reported that red room possessed the same effect. However yellowish or neutral rooms did not have these results, but oddly enough some believes that yellow is a great coloring for libraries and classrooms, since yellowish supposed to stimulate the intellect. Research workers pointed out that red atmospheres provided less misunderstandings then inexperienced or white surroundings.

Certain studies show that reactions to colours are rather learned then psychological. But when colour interacts with other ambient factors it may reach the required behavioural expectations. For example,

Colour alone makes up about about 62 to 92 percent of original consumer reactions. Since consumers add signifying to colours it is vital to determine and clear their meanings.

Meaning of colours across countries:

The shade white in North America and European countries is the colour of weddings, while else where it presents mourning, for example in China and SOUTH USA. In India, where spiritual links to certain shade are very important and respected, white can be an fundamental colour for priests.





Physical courage, strength, warmth, energy, basic success, 'attack or air travel', activation, masculinity, excitement

Defiance, aggression, visual impact, strain


Physical comfort, food, comfort, security, sensuality, interest, abundance, fun

Deprivation, disappointment, frivolity, immaturity


Optimism, self confidence, self-esteem, extroversion, psychological power, friendliness, creativity

Irrationality, fear, emotional fragility, depression, panic, suicide


Harmony, balance, refreshment, general love, rest, restoration, reassurance, environmental recognition, equilibrium, peace

Boredom, stagnation, blandness, enervation


Intelligence, communication, trust, efficiency, serenity, responsibility, logic, coolness, representation, calm

Coldness, aloofness, insufficient emotion, unfriendliness


Spiritual understanding, containment, eyesight, luxury, authenticity, real truth, quality

Introversion, decadence, suppression, inferiority


Physical tranquillity, nurture, warmth, femininity, love, sexuality, survival of the species

Emotional claustrophobia, emasculation, inhibition, physical weakness


Seriousness, warmth, dynamics, earthiness, dependability, support

Lack of humour, heaviness, insufficient sophistication


Sophistication, glamour, security, mental protection, efficiency, substance

Oppression, coldness, menace, heaviness


Psychological neutrality

Lack of self-assurance, dampness, unhappiness, hibernation, lack of energy


hygiene, sterility, quality, purity, cleanness, simplicity, sophistication, efficiency

Sterility, coldness, barriers, unfriendliness, elitismBlack in Europe and North America associated with funerals. Commonly dark is related with high quality for consumers everywhere.

In Europe red colour is employed for prohibition and alert. This coloring is admired since it signifies communism to them, however in Ireland it less popular meanly when used with blue and white reminding them of the United kingdom flag. red is also the symbol of Hinduism in India and represents life, action and pleasure.

Pink is interesting to check out since it offers opposite meaning in several countries. In britain it signifies baby young girls, while in Belgium baby boys. In Japan it is the colour of men.

Blue works the other way around (baby guy in UK and baby Woman in Belgium). In India blue symbolises fact, however dark blue is not popular because it represents the cheapest castes.

The shade of extreme care is yellowish in Europe, while in China it is the colour of grandeur and puzzle. For Indians yellow represents sanctity and merchants.


Careful attention to light environment must be achieved, since light makes it possible for consumers to start to see the merchandise. Shops must be inviting to attract purchasers and light can have a great impact in that. Moreover light settings can be used to highlight a certain display in the environment. Light can also enhance the color of products and improve different mood says (Retail Product Management, Rosemary). With modern tools there are numerous ways to set-up lighting designs and merchants will need to have a deep understanding of electrical anatomist (Patric Dunne, Retailing).

The level of light shown must be carefully selected, since too bring equipment and lighting can discourage sales. For instance researchers say that too glowing lighting can provide an image of the discount store (Patric Dunne, Retailing).

Case Study

Approach - Avoidance conflict


Differences Consmers




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