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Store Atmosphere: An Environmental Psychology Approach
Abstract
This study tests the Mehrabian-Russell environmental psychology model in retail settings. The results suggest that store atmosphere engendered by the usual myriad of in-store variables, is represented psychologically by consumers in terms of two major emotional states - pleasure and arousal - and that these two emotional states are significant mediators of intended shopping behaviors within the store. The practical value of this approach is that retailers may be better able to explain and predict the effects of in-store changes on shopping behavior.
... The intermediate variable--organism is introduced in this framework [7], This concept not only enriches our understanding of human inner activities, but also enables us to better explain and predict individual behavior. It is a highly respected and important theory in the field of environmental psychology, providing psychologists, social scientists, and marketers with a whole new perspective to explore consumer behavior and psychological responses [8]. The SOR theoretical framework emphasizes the influence of intra-individual mental states on their extrinsic behavior, which provides a comprehensive framework for analyzing and understanding complex behavioral patterns in humans. ...
In order to guide college students to establish a scientific and green consumption concept, as well as ensure that they can surfing healthily as qualified citizens who adapt to the future challenges. This paper, based on S-O-R, social presence, trust and other related theories, establishes the mechanism model of impulse consumption in the network broadcast environment. The questionnaire was compiled and distributed to college students in Shenyang. Descriptive statistical analysis and reliability test of the survey results were performed and for the empirical study. The results of the study show that the degree of professionalism of anchors, the intensity of interaction of anchors, the quality of platform information, the perfection of platform services, and the imitation of users follow the trend have a significant positive influence on impulse consumption; the degree of user awareness has a significant negative influence on impulse consumption; the social presence and trust of college students have a mediating role in the influence of the characteristics of the anchors, the platform characteristics, and the characteristics of the users on the impact of impulse consumption. The aim of this research is to provide strong evidence for providing targeted suggestions for e-commerce platforms, e-commerce anchors and college students.
... The theory has been widely used in consumer behavior studies (Chan et al., 2017). For example, Donovan et al. (1982) studied the influence of the retail store environment on consumer purchasing behavior by applying SOR theory in a retail context. Furthermore, studies on how the characteristics of e-platform conduct impact on consumers' perceived value and their purchase decision have also used SOR to explain the mechanisms (Zhou et al., 2022). ...
Purpose
Based on stimulus-organism-response (SOR) theory, this research delves into the connections between key contextual aspects of live streaming (i.e. interactivity, visualization and communication immediacy) and consumers’ purchase intention through perceived utilitarian and hedonic values. This paper aims to provide an overview of the influential mechanisms of live streaming on customers’ behaviors.
Design/methodology/approach
The study involves 441 respondents as survey participants, employing a five-point Likert scale for data collection. The gathered information encompasses demographic details and constructs associated with SOR theory. To scrutinize the measurement model’s convergent and discriminant validity, along with testing hypotheses using the bootstrapping method, confirmatory factor analysis and partial least squares structural equation modeling are applied.
Findings
The findings highlight the significance of interactivity and visualization, showcasing a positive correlation with consumers’ perceived values in utilitarianism and hedonism. However, the expected positive connection between communication immediacy and consumers’ perceived values is not supported. Furthermore, perceived utilitarian value and perceived hedonic value emerge as crucial factors significantly linked to consumers’ purchase intention, acting as essential mediators in the live streaming context.
Originality/value
This study highlights the interaction between contextual characteristics of live streaming and customer engagement via perceived values. The results lead to an understanding of the influence of contextual characteristics (e.g. interactivity and visualization) on customers’ purchase intention mediated by utilitarian and hedonic values, contributing to the related literature and practices.
... In the context of marketing and consumer psychology, stimuli can include product quality, brand image, advertising, and social influences, all of which shape consumers' cognitive and affective reactions, such as trust, satisfaction, and perceived value (Donovan & Rossiter, 1982). These internal evaluations then lead to behavioral outcomes, including purchase decisions and customer loyalty (Eroglu, Machleit, & Davis, 2001). ...
Customer loyalty is a critical factor for the success of the cosmetic industry, particularly in highly competitive markets like Guangdong, China. This study examines the key factors influencing customer loyalty toward cosmetic products, with a specific focus on the mediating role of customer trust. Utilizing the Stimulus-Organism-Response (S-O-R) model, the research explores how external stimuli, such as product quality, brand image, and promotional strategies, influence consumers' psychological states (trust) and, ultimately, their loyalty. A quantitative approach will be employed, collecting data from consumers in Guangdong through surveys. The findings are expected to provide valuable insights for cosmetic brands seeking to enhance customer retention strategies. By understanding the role of trust as a mediator, businesses can develop more effective marketing and customer relationship strategies to sustain long-term consumer loyalty.
... Eroglu et al. first applied the SOR model to online shopping platforms, exploring how consumer preferences and cognitive states shape purchasing behavior within virtual retail environments [104]. Building on prior literature and the SOR model, this research develops a new theoretical model. ...
Within the global wave of manufacturing intelligence, AI technologies are revolutionizing industrial frameworks through deep integration. As a resource-intensive sector, fashion has become a pivotal arena for assessing AI’s role in sustainable development. China, the world’s largest apparel producer, faces unique AI integration challenges, highlighting the intersection of innovation and sustainability. To further explore the impact of AI-powered try-on technology on the impulsive buying intentions of young Chinese consumers, this research utilizes a modified version of the stimulus–organism–response (SOR) model. From the lens of online shopping, the research investigates how key features of AI-powered try-on technology, such as visual vividness, interactive control, personalized configuration, and ease of use, affect impulsive buying intentions. Additionally, the study examines the mediating roles of perceived utilitarian value, perceived hedonic value, and perceived immersion, alongside the moderating role of brand trust. A structured online survey was conducted with 366 participants, and the data were analyzed using the partial least squares (PLS) method. The findings reveal that the four core attributes of AI-powered try-on technology have a positive effect on impulsive buying intentions. Furthermore, the mediating roles of perceived utilitarian value, perceived hedonic value, and perceived immersion, along with the moderating influence of brand trust, were substantiated. In the realm of online apparel shopping, AI-powered try-on technology effectively stimulates impulsive buying behavior and drives online purchases. These results offer valuable theoretical insights for enhancing AI-powered try-on applications, while also providing strategic guidance for fashion brands and e-commerce platforms in developing AI-driven sustainable marketing approaches.
... Environments seen as pleasant and conducive to wellbeing elicit positive affect (i.e., high pleasure and arousal), while those seen as unpleasant are distracting and can impose a cognitive burden (Beal et al., 2005). SOR theory states that people are motivated to stay in and engage with pleasant environments and avoid or withdraw from unpleasant ones (Donovan & Rossiter, 1982). We expand more on these insights for workplace music below. ...
Employees, especially in the service sector, often work long hours exposed to background music that they have little control over because it is usually selected to enhance customer experience. How does this affect employees’ daily work experience? This research focuses on how a misfit between the type of music employees need and the background music played in their workplace impacts their psychological states and behaviors. Integrating stimulus–organism–response theory with the research on self-regulation of attention in the workplace, we theorize that workplace music misfit can lower employees’ positive affect and increase cognitive depletion, further impacting their organizationally directed citizenship and counterproductive work behaviors. We also theorize that these adverse effects of workplace music misfit are stronger for employees who have lower stimulus screening ability. The test of our hypotheses across two studies—an online experimental study and a 3-week experience sampling methodology field study—broadly supported our theory. Our research offers a novel and dynamic account of workplace background music and its effects on employees’ psychological states and workplace behavior.
... This work is based on extensive theoretical and empirical research, explicitly concentrating on applying the Stimulus-Organism-Response (S-O-R) model to understand brand experiences and brand loyalty among young smartphone users. The Mehrabian and Russell (1974) model, expanded upon by Donovan and Rossiter (1982), has played a crucial role in comprehending consumer behavior across different domains such as advertising, online experiences, and customer behavior (Oeldorf-Hirsch and Srinivasan, 2022;Zhou et al., 2024). The researchers expand the application of this model to the smartphone industry and offer fresh insights into the influence of brand experiences on brand loyalty. ...
Purpose
The current study aims to investigate how young smartphone users in Bangladesh relate their brand experiences to brand loyalty. In addition, we want to visualize the direct and mediating effects of brand satisfaction, brand love and brand advocacy in our model.
Design/methodology/approach
The researchers examined the hypotheses by employing structural equation modeling (SEM) in AMOS and Decision Analyst STATS, version 2.0, with a sample size of 470 Bangladeshi smartphone users. The authors constructed the conceptual model by drawing upon both theoretical and empirical foundations. The researchers obtained data by utilizing an adopted and self-administered pre-structured questionnaire distributed via an online platform.
Findings
The results showed that brand experience greatly influences brand satisfaction, love, advocacy and loyalty, all of which have a significant impact on users’ brand loyalty across the country. The findings also suggested that the function of brand satisfaction as a critical mediator in the link between brand experience and brand loyalty was significant.
Originality/value
This experiment contributes to the body of knowledge by focusing on emotional brand attachments like brand satisfaction, love and advocacy and proposing that they can mediate experience and loyalty in the mobile market. The study also helps managers and executives better understand the primary drivers of smartphones, which are essential for generating and sustaining consumers’ happiness and loyalty in today’s highly competitive consumer market.
... The theory is widely used in research fields such as environmental psychology and consumer behavior. Donovan and Rossiter (1982) first applied the S-O-R model to the field of consumer behavior, deeming that the store environment can stimulate consumers' perception and then affect consumers' behavior. Eroglu et al. (2001) applied the theory to the online retailing context for the first time and built (and later confirmed (Eroglu et al., 2003)) a model of the impact of the online shopping environment on consumers' purchase intention. ...
Purpose—The purpose of this study is to examine the mechanism of scene features (i.e., visual appeal, presence, and scene–product matching) of e-commerce live streaming and how it impacts consumers’ flow and purchase intentions of sporting goods. Design/methodology/approach—To test the hypotheses in the conceptualized model that was developed based on the Stimulus–Organism–Response (S-O-R) model, sports consumers (N = 340) who watched e-commerce live streaming responded to an online survey administration. Structural equation modeling (SEM) was applied to examine the research model and test the hypotheses. Findings—The results reveal that scene features positively affect consumer flow experience, in which scene–product matching is the main contributing factor. Moreover, the flow experience plays a critical mediating role in influencing purchase intentions; meanwhile, the moderation role of sport identification was not found to be statistically significant. Originality/value—This study fills the void to explore how scene features of e-commerce live streaming influence consumer behavior associated with sporting goods merchandise through immersed flow experience. Confirming the applicability of the S-O-R model in the sports e-commerce live streaming setting, the findings of this study identify dimensions of scene features of e-commerce live streaming and highlight the significance of developing scene–product congruence features when designing, operating, and promoting live streaming programs while enhancing immersive involvement.
El metaverso ha revolucionado la industria de la moda al permitir que las marcas interactúen con los consumidores a través de tiendas virtuales inmersivas. Estos entornos virtuales ofrecen experiencias innovadoras e interactivas, lo que permite a las empresas textiles conectarse con sus audiencias de una manera novedosa. Este estudio realiza un análisis exploratorio para examinar cómo se construye la narrativa en tiendas de moda virtuales en el metaverso, centrándose en el estudio de caso de Tommy Hilfiger en Roblox y Decentraland. Los hallazgos subrayan la importancia de la personalización y la interacción para conformar la experiencia de marca.
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