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Abstract
This paper reviews previous studies about the store environmental effects on shopping behaviors with an aim of identifying issues for future research. A conceptual framework which integrates various environmental effects is first constructed. Using the framework, I analyze previous findings about environmental effects and posit several propositions for future investigation. These propositions concern the multiple effects of individual environmental elements/factors, congruence among these elements/factors, congruence between these elements/factors and a store's merchandise, the moderating role of consumer characteristics, and the lagged effects of store environment.
... In the marketing and retailing literature, store attributes are categorized into tangible and intangible attributes (Ladeira et al., 2016;Lam, 2001;Mohan et al., 2012). Store attributes, such as atmospherics (intangible) and location (tangible), have been widely examined in relation to consumer buying intention (Ghosh et al., 2010). ...
... Store attributes, such as atmospherics (intangible) and location (tangible), have been widely examined in relation to consumer buying intention (Ghosh et al., 2010). Tangible store attributes include but are not limited to store location, store cleanliness, store accessibility, store convenience layout, and the variety of product displays (Lam, 2001;Mohan et al., 2012). Store location was considered the most important aspect of store attributes for first-time visitors to a tourist destination by Pysarchik (1989). ...
... Intangible attributes include store ambiance, store design, and social atmosphere (Lam, 2001;Mohan et al., 2012). Store owners can manipulate intangible store attributes such as store environment (store ambiance and store design) and store services (social atmosphere) to enhance visitors' experience and increase product value (Ladeira et al., 2016;Lam, 2001;Mohan et al., 2012). ...
Shopping is an important activity impacting the travel and tourism industry. This research explores the influence of value perceptions on tourists' souvenir purchase decisions. A convenience sample of 380 respondents from a southeastern US university completed a survey regarding value perception towards the destination visited, type of shopping venue, and souvenir purchase intention. Through structural equation modeling, results revealed that functional and social value significantly influenced tourists' purchase intentions. This result provides valuable insight suggesting destination marketers should focus on these two indicators in future planning and promotion strategies. Limitations and directions for future research are provided.
... Marketing stimuli lead to the creation of organismic responses in consumers (Donavan & Rossiter, 1982). Organismic responses act through the emotional states of consumers in the three dimensions of emotional stimulation, pleasure and mastery (Donavan & Rossiter, 1982;Lam, 2001) and cognitive perceptions such as attention (Lam, 2001). Attention is referred to as one of the key elements in choosing and deciding to buy a product (Guerreiro, Rita, & Trigueiros, 2015). ...
... Marketing stimuli lead to the creation of organismic responses in consumers (Donavan & Rossiter, 1982). Organismic responses act through the emotional states of consumers in the three dimensions of emotional stimulation, pleasure and mastery (Donavan & Rossiter, 1982;Lam, 2001) and cognitive perceptions such as attention (Lam, 2001). Attention is referred to as one of the key elements in choosing and deciding to buy a product (Guerreiro, Rita, & Trigueiros, 2015). ...
... Attention is a cognitive process in which the mind focuses on certain stimuli or stimuli from the environment. And other environmental stimuli are ignored (Lam, 2001). Also, based on information processing models, including the AIDA model, when designing advertisements, such as endorsements by celebrities, the interest of the audience, attention is known as the first step in designing an effective promotional method. ...
Neuromarketing techniques have expanded significantly in recent years. Therefore, in the present research, the role of endorsement strategy on the consumers’ attention to sports products is investigated by examining alpha and beta brain waves. The research method was done experimentally. The statistical population consisted of 20 males and females in the age range of 25 to 35 years. Images according to the endorsement strategy used with Enobio, a 20-channel electroencephalography device to record waves and measure attention. Frontal (F3, F4, FZ), central (C3, C4, CZ), temporal (T7, T8), occipital (O1, O2) and parietal (PZ) brain regions examined. In order to extract waves from quantitative electroencephalography data, Matlab 2013 b software was used. Mann–Whitney U test used to analyze the data using SPSS 22 software. The results showed that there is a significant difference between alpha and beta waves between two groups, without endorsement and with endorsement images, so the endorsement strategy reduces the amount of alpha waves and increases the amount of beta waves in different areas of the brain. Endorsement can attract the attention of the consumer significantly. It can be employed as an effective method to attract the attention of consumers and promote them to purchase sports product.
... Both physical and atmospheric dimensions require consideration in retail store design and stimulus response contexts Kaltechava & Weitz, 2006;Kotler, 1974;. Factors such as colour choice (Bellizzi et al., 1983;Lam, 2001), music (Chebat et al., 2001), sales staff (Baker et al., 1992;Sharma & Stafford, 2000), marketing materials (Alpert et al., 2005), and scent , all influence the consumers mood and subsequent purchase behaviour in retail stores. As technology is playing a pivotal role within consumers channel engagement (online and offline), provision of these dimensions should be included (Kissane, 2017;. ...
... Retail environment studies have identified the implications of colour choice (Bellizzi et al., 1983;Lam, 2001), music level and type (Chebat et al., 2001), influences of sales staff (Baker et al., 1992;Sharma & Stafford, 2000), marketing materials (Alpert et al., 2005), and the integration of colour and scent providing guidelines for the design of a retail environment. The findings of these author's studies should be considered in the development of environments to ensure hedonic needs are met and relevant cues are presented to understand consumers' garment evaluation process . ...
... A suitable external (e.g., space to engage with technology) environment is therefore essential to unfold online dimensions of garment evaluation ; ). Mid-spectrum green and white are the only non-responsive colours (Labrecque et al., 2013;Lam, 2001;Wegman & Said, 2011). Adoption of these colour schemes is therefore important as colour saturation (purity) (Labrecque et al., 2013) and colour warmth induce arousal (warm colours) or relaxation (cool colours) (Labrecque et al., 2013;Lam, 2001). ...
This chapter is centred around the luxury unstitched apparel market of Pakistan and interactive virtual fitting room tools of fashion e-commerce such as 3D mobile app scanners, virtual reality, augmented reality, and mixed reality. Interactive virtual fitting room tools have been developed extensively for the advantage of both consumers and fashion retailers to improve online shopping experience (Idrees et al., International Journal of Economics and Management Engineering 14:318–333, 2020b). Thus, the chapter discusses the Pakistani luxury unstitched apparel market (Faust & Carrier, Textile Research Journal 79:1446–1458, 2009), for the enhancement of Pakistani fashion e-commerce interfaces by utilising interactive virtual fitting room tools. The discussion of luxury unstitched apparel products demonstrates that the products are loved across the borders because of their garment customisation, talent, and craftsmanship, and this demand is flourishing and expanding rapidly due to exquisite quality and design uniqueness (Rehman, A cross-border fashion jaunt, 2014). Unstitched apparel products are sold in separate garment pieces normally declared as 2-piece and 3-piece suits. For instance, the upper garment includes separate fabric pieces or one full piece of fabric offering the front, back, and sleeves along with separate one piece of fabric for the lower garment, which is adorned with various options such as printed and embroidered fabric pieces. Nevertheless, Pakistani fashion e-commerce platforms lacks= the web 3.0 technology virtual fitting room tools. Therefore, there is a need to incorporate virtual size and fit prediction, customisation, and virtual fashion viewing interactive tools. The virtual fitting room tools discussed in the chapter provide customisation approaches along with size recommendations and virtual trying on with 3D product visualisation (in 360-degree rotation), which generate beneficial competition amongst online retailers. The Lemon and Verhoef (Journal of Marketing 80:69, 2016) model is employed to present a sustainable mass-customisation e-commerce business model by combining virtual fitting room tools and luxury unstitched apparel products. The luxury unstitched apparel products are sustainable because they are customised according to personalised body dimensions which adds the benefit of reducing wastage of fabric due to mass production. Moreover, such demonstrations intersecting luxury unstitched apparel product with interactive virtual e-commerce tools would be beneficial for worldwide markets to employ in mass-customisation business approaches.KeywordsUnstitched ApparelPakistanFashion e-commerceSustainableMass-customisationLuxury FashionVirtual RealityAugmented Reality3D Body ScanningMobile app scanner
... Artistic interior design is normally known to be a part of marketing performance [10,11]. However, it is not just a marketing performance; it elaborates the consumers' responses as an environmental stimulus [12,13] by provoking emotional and cognitive responses [14,15]. Therefore, the artistic interior design elements were considered as effective sensory stimuli to consumers [16,17]. ...
... The sensory stimuli to the consumers were linked to the mental responses and the corresponding mental responses of the artistic interior design included situational satisfaction and stress at the store. In addition, the commercial store is amongst the general environments where external factors (e.g., lighting, music, layout and others) influence a person and the consumer behavior generates from the general responses to the environment [12]. Consumers' psychological responses to a store (e.g., consumer satisfaction) were considered a noticeable illustration of environmental effect by a store [18,19]. ...
... As Lam [12] explained, interior environments at a store can be considered as situational environments of a consumer. Consumer satisfaction is a representative example of an environmental effect that influences a person's psychological response to a certain place [19]. ...
Based on the stimuli–organism–response framework, this study investigates how artistic stimuli (i.e., interior design) influence a person’s mental responses (i.e., situational satisfaction and stress). Prior to checking the main analysis, demographic features were checked to determine whether they were significant precedents to the stimuli by using hierarchical linear modeling. As the main model, structural equation modeling was used to find (a) how stimuli (i.e., interior design) were associated with organisms (i.e., emotional perception) and (b) how organisms were associated with mental responses. The results showed that demographic features were not significantly associated with the stimuli. Stimuli were partially and significantly associated with organisms and the organisms were partiall y and significantly associated with the mental responses. The study has implications for practitioners in commercial fields who might recognize the importance of interior design and employ their utilities in practical applications.
... Marketing stimuli lead to the creation of organismic responses in consumers (Donavan & Rossiter, 1982). Organismic responses act through the emotional states of consumers in the three dimensions of emotional stimulation, pleasure and mastery (Donavan & Rossiter, 1982; M a r k e t i n g I n t e l l i g e n c e a n d P l a n n i n g Lam, 2001) and cognitive perceptions such as attention (Lam, 2001). Attention is referred to as one of the key elements in choosing and deciding to buy a product (Guerreiro, Rita, & Trigueiros, 2015). ...
... Marketing stimuli lead to the creation of organismic responses in consumers (Donavan & Rossiter, 1982). Organismic responses act through the emotional states of consumers in the three dimensions of emotional stimulation, pleasure and mastery (Donavan & Rossiter, 1982; M a r k e t i n g I n t e l l i g e n c e a n d P l a n n i n g Lam, 2001) and cognitive perceptions such as attention (Lam, 2001). Attention is referred to as one of the key elements in choosing and deciding to buy a product (Guerreiro, Rita, & Trigueiros, 2015). ...
... Attention is a cognitive process in which the mind focuses on certain stimuli or stimuli from the environment. And other environmental stimuli are ignored (Lam, 2001). Also, based on information processing models, including the AIDA model, when designing advertisements, including endorsements by famous people, attracting the attention and interest of the audience is known as the first step in designing an effective promotional strategy. ...
Abstract
Purpose – Neuromarketing is a science that can examine human subconscious decisions and activities. The
study aimed to investigate the neuropsychological responses of consumers to promotion strategies and the
decision to buy sports products, in order to determine the more effective strategy.
Design/methodology/approach – An experimental design clarifies whether there is a significant difference
between the neuropsychological responses resulting from selective promotional strategies (charity,
endorsement, advertising and discount). The authors conducted the research with 40 young adults (20
males and 20 females; age range 25–35 years). The Enobio 20-channel electroencephalograph (EEG) is used to
record waves, a two-item questionnaire is used to measure purchasing decisions and self-assessment forms are
used to measure arousal and pleasure. Data analysis performed by Friedman’s statistical methods and logistic
regression using SPSS 22 software.
Findings – Based on the alpha wave, the results showed the two charity and endorsement strategies had the
highest effect on consumer attentions. The pleasure had the highest value in the discount, and the arousal had
the highest value in the charity strategy. Neuropsychological responses also explain a significant percentage of
the consumer decision to buy.
Research limitations/implications – Access to research samples is difficult due to the ignorance of the
samples as well as the fear of possible harm from imaging and brain scanning methods.
Practical implications – Neuromarketing is a science that can examine human subconscious decisions and
activities.
Social implications – The information obtained neural methods are more accurate than traditional research
methods.
Originality/value – This study showed the alpha brainwave (attention), arousal and pleasure explain a
significant part of the consumer decision to buy. More scientific data can be obtained through new scientific
approaches such as neuromarketing, which has a great impact on understanding consumer behavior.
Therefore, marketers and researchers can make their promotional activities more effective in terms of them.
Keywords Promotional strategies, Neuromarketing, EEG
Paper type Research paper
... Store for shopping environment is the physical surroundings of a store, is made up of many elements, including music, lighting, layout, directional signage, and human elements. The shopping environment is also divided into external and internal environments (the exterior and interior of a store (Chithralega, 2013;Lam, 2001). The shopping environment in the research focuses on the physical environment, where the shopping environment also shapes consumer perceptions and affects consumer comfort when visiting and buying at retail (Muhammad and Lee, 2015). ...
... In a shopping environment supported by complete good facilities, consumers will have a good experience so that they are motivated to shop (Codina et al., 2019 andAndreu et al., 2006). These propositions concern the multiple effects of individual environmental elements/factors, congruence among these elements/factors, congruence between these elements/factors and a store's merchandise, the moderating role of consumer characteristics, and the lagged effects of store environment (Lam, 2001). ...
... Research by Andreu et al. (2006), Terblanche (2018), and Verhoef et al. (2009), have found that ambient ambiance signs (physical aspects of a shopping environment such as lighting, music, color, product display, etc.), social crowdedness, and employee friendliness are important atmospheric factors that can influence the effectiveness of consumer habits. It has an impact on shopping behaviour in the shopping environment (Lam, 2001). The shopping environment affects emotional states such as pleasure, passion, power, and awareness and can consequently improve the consumer's mood so as to create a pleasant shopping experience (Rousseau and Venter, 2014). ...
Motivation at a shopping Centres can be influenced by a pleasant shopping experience caused by other factors such as the role of companion, the shopping environment, and other situational factors. This study aims to determine the effect of co-shoppers, shopping environment, situational factors on shopping motivation through shopping experience in Jember Shopping Centres in the Covid-19 pandemic era. The population in this study are consumers who shop in all shopping Centres in Jember. The research sample is 125 respondents who are deemed sufficient to meet the requirements of the PLS analysis method of this study with purposive sampling methods. The results showed that the coshopper had no significant effect on the shopping experience; the shopping environment has a significant positive effect on the shopping experience; situational factors have no significant effect on the shopping experience. Co-shopper has a significant positive effect on shopping motivation. The shopping environment has no significant effect on shopping motivation. Situational factors have a significant positive effect on shopping motivation, and the Shopping Centre’s shopping experience has a significant positive effect on shopping motivation. Shopping Centres managers need to create an attractive and comfortable shopping environment to provide a pleasant shopping experience. Meanwhile, to increase shopping motivation, managers need to consider creating a comfortable atmosphere for coshoppers and creating co-conducive situational factors in increasing consumer shopping motivation in the shopping Centres they lead.
... Suhu ruangan yang ekstrim (sangat rendah atau sangat tinggi) menimbulkan penilaian negatif diantara para konsumen. Hal tersebut menyebabkan ketidakpuasan dan mengurangi tingkat kenyamanan konsumen (Lam, 2001). Penelitian dari Ruangkanjanases et al. (2020) serta Dang et al. (2021) membuktikan bahwa suhu ruangan membawa pengaruh positif pada minat beli konsumen. ...
... Hal ini menunjukkan bahwa suhu yang ekstrim (sangat rendah atau sangat tinggi) menciptakan perasaan negatif di antara para konsumen. Hal itu menyebabkan ketidakpuasan dan akibatnya, konsumen menghabiskan lebih sedikit waktu di outlet dan mendapatkan kesan yang buruk (Lam, 2001). Hal ini sesuai dengan penelitian yang dilakukan oleh Goldenberg et al. (2018) bahwa suhu ruangan berpengaruh positif namun tidak signifikan terhadap minat beli. ...
This study aims to determine the effect of store atmosphere on purchase intention. The store atmosphere is assessed based on several indicators which are cleanliness, music, aroma, temperature, lighting, layout, and the room's color. The sample of this study was customers of IKEA Indonesia. The data analysis used in this study includes validity test, reliability test, and hypothesis test. The results of this study indicate that the aroma, color of the room, and store layout have a positive influence on purchase intention. While the cleanliness, music, temperature, and lighting variables have a positive but no significant influence on purchase intention.
... The place of selling is designed to give life to the brand positioning and reflects the products themselves (Kumar and Kim, 2014). A contextualized approach to the place shows that the store can help in the transfer of meaning from external contexts to the products sold (Lam, 2001), particularly in the context of religious pilgrimages (Zaidman and Lowengart, 2001). ...
... Theoretical codes and main relevant authors from contagion effects literature Refining codes as a result of our data Quality product Products' attributes (2) Transferred essence from the monastic shop to the products (Lam, 2001;Zaidman and Lowengart, 2001;Argo et al., 2008;Newman and Dhar, 2014;Paquier and Morin-Delerm, 2016) Good product Artisan product Terroir (local) product Natural product Traditional product Handmade product Responsible product Ethical product Wholesome product Simple product Authentic product Spiritual product Unique product Product apart (4) Transferred essence from the monastic context to the product (Rozin et al., 1986;Nemeroff and Rozin, 1994;Chattalas et al., 2008;Chen et al., 2014;Newman and Dhar, 2014;Kock et al., 2019) Special product Original product Inimitable product ...
This paper addresses the question of the resources that consumers rely on when faced with products that communicate very little. When consumers purchase items from Christian abbeys, this question is particularly significant given that these organizations, while sharing a common history, are spatially dispersed. Through qualitative interviews with purchasers of monastic products, our research confirms the contagion process from products’ origin to consumers, and proposes the new concept of World of Origin (WOO), a cloud-like representation serving as an extrinsic source of meaning and acting as a substitute for strong brand narratives. Distinct from Country of Origin, terroir, brand aura, and heritage, WOO is an addition to the marketing conceptual toolbox, facilitating a thinner grain analysis of consumption phenomena. The contagious power of WOO enriches the research on the context’s influence and enables a discussion of the consequences of consumers themselves creating embellished or even false inventions of the past.
... Emotional elements communicate joy, delight, outrage and anger (Keiningham et al., 2017). Online and offline services use different sensory behaviours; online services focus on user-friendly technology that affects the consumer experience, whereas offline services are limited to layout, design and architecture (Lam, 2001;Keiningham et al., 2017). Social components are arbitrary standards, such as those found in families and social groups, which influence consumers' behaviour in certain ways. ...
Purpose
In the present era, artificial intelligence (AI) is transforming and redefining the lifestyles of society through its applications, such as chatbots. Chatbot has shown tremendous growth and has been used in almost every field. The purpose of this study is to identify and prioritize the factors that influence millennial’s technology acceptance of chatbots.
Design/methodology/approach
For the present research, data were collected from 432 respondents (millennials) from Punjab. A fuzzy analytical hierarchy process was used to prioritize the factors influencing millennials’ technology acceptance of chatbots. The key factors considered for the study were information, entertainment, media appeal, social presence and perceived privacy risk
Findings
The findings of the study revealed media appeal as the top-ranked prioritized factor influencing millennial technology acceptance of chatbots. In contrast, perceived privacy risk appeared as the least important factor. Ranking of the global weights reveals that I3 and I2 are the two most important sub-criteria.
Research limitations/implications
Data were gathered from the millennial population of Punjab, and only a few factors that influence the technology acceptance of chatbots were considered for analysis which has been considered as a limitation of this study.
Practical implications
The findings of this study will provide valuable insights about consumer behaviour to the business firm, and it will help them to make competitive strategies accordingly.
Originality/value
Existing literature has investigated the factors influencing millennials’ technology acceptance of chatbots. At the same time, this study has used the multi-criteria decision-making technique to deliver valuable insights for marketers, practitioners and academicians about the drivers of millennials’ technology acceptance regarding chatbots which will add value to the prevailing knowledge base.
... Turley and Milliman (2000) identified five factors characterizing the store environment: the external environment, general interior, store layout, design, merchandising spots, and human variables. Lam (2001) noted that the store environment includes internal and external aspects, merchandise layout, and elements like music or lighting. Roggeveen et al. (2020) integrate place atmosphere with sensory stimulation experiences, dividing it into design, internal ambiance, social factors, and trialability. ...
This study examines the effects of place atmosphere on place attachment and loyalty, considering the mediating role of place image. This study employs a structured questionnaire methodology, dividing the instrument into five sections: place atmosphere, place attachment, cognitive image, affective image, and loyalty, as the basis for questionnaire design. The measurement of each unit within the questionnaire adopts a Likert five-point scale, with 258 valid questionnaires collected from coffee shop customers. The analysis encompassed descriptive statistics, reliability and validity assessments, goodness-of-fit, and hypothesis testing. The empirical findings revealed the following: (1) Place atmosphere positively influences place attachment. (2) Place attachment positively affects place image. (3) Place image had a positive impact on loyalty. (4) Place image acted as a full mediator in the relationship. Furthermore, the study findings reveal that place attachment does not directly impact loyalty, and place image acts as a complete mediator. This differs from the commonly perceived outcomes; hence, managers should emphasize the establishment’s image creation.
... Understanding these aspects allows companies to improve their marketing strategies and develop products and services that meet the needs and desires of consumers [20]. ...
In the market for functional products, identifying the tastes and preferences of consumers is crucial to defining marketing strategies due to its difficult to penetrate nature. This article presents a study using multivariate data by means of Principal Component Analysis (PCA) and Electroencephalogram (EEG) to detect consumers’ neuronal response to functional products and predict their purchasing decisions. The usefulness of neuromarketing was examined to evaluate the preferences of 16 subjects aged 20 to 29 years, who evaluated a series of samples through the sense of taste. Due to PCA being associated with frontopolar 1 located in the prefrontal cortex, we used PCA to reduce the dimensionality of the data obtained from EEG, finding that the low beta and low gamma frequency bands, along with the percentages of attention and meditation of the panelists, are the main factors in decision making. In addition, we used some digital image processing tools to support the evidence that there is a difference in the brain activity of the panelists when they taste functional products that they like and dislike. This finding can improve our understanding of decision-making and can be used in the food sector to generate a commercial strategy.
... Müşteri deneyiminin fiziksel ve duyusal unsurları genellikle çevrimdışı ve çevrimiçi bağlamda farklılık gösterir (Ameen vd., 2021). Çevrimdışı deneyimler eserler, aydınlatma, düzen ve tabelalar gibi özellikleri kapsarken (Lam, 2001), çevrimiçi deneyimler ise kullanıcı dostu bir arayüz ve net bir tasarım gibi teknolojiyle ilgili özellikleri kapsar (Keiningham vd., 2017). Son olarak müşteri deneyiminin sosyal unsurları, aile, arkadaşlar ve müşterinin daha geniş sosyal ağı gibi diğer insanların etkisini ifade eder (Verhoef vd., 2009). ...
Company Strategies for Dealing with Greenwashing from a Supply Chain Perspective
Sustainability practices, which have recently become increasingly important, require the development of a sustainable supply chain that considers economic, environmental and social concerns simultaneously, collaboration with downstream and upstream supply chain stakeholders, and effective information sharing. However, even though firms claim to be sustainable, they often do not incorporate the environmental and social dimensions of sustainability into their supply chains, resulting in a gap between firms' strategic intentions and actual actions on sustainability, referred to as greenwashing. In this study, the concept of greenwashing is comprehensively addressed from a supply chain perspective. In this context, the concept of greenwashing is examined in terms of selective disclosure, decoupling, signaling and corporate legitimacy theories, why firms may engage in greenwashing practices and the types of greenwashing at the firm, product and supply chain level. We also emphasize that institutional context, leadership style, governance, firm size, and firm maturity are the main firm characteristics that affect greenwashing incidents along the supply chain. It also emphasizes what strategies and practices can be adopted to prevent greenwashing along the supply chain. In this context, it is emphasized that supporting green suppliers and ethical leadership are critical in preventing greenwashing cases that may occur in companies' supply chains, the importance of ensuring that sustainability goals are first understood and implemented within the organization, and the importance of ensuring the participation of all employees within the organization in addition to the support of senior management in organizational alignment. It is also stated that creating a lean sustainability organization and sharing responsibilities among all relevant business units is a facilitator of supply chain sustainability. Adopting sustainability efforts from the bottom up within the organization, focusing on education both within the organization and across the country, internal and external collaborations, utilizing Kyosei philosophy and new technologies (e.g., Blockchain Technology, IoT, Big Data, and AI), ESG reporting with government support and regulatory framework are also recommended.
... Müşteri deneyiminin fiziksel ve duyusal unsurları genellikle çevrimdışı ve çevrimiçi bağlamda farklılık gösterir (Ameen vd., 2021). Çevrimdışı deneyimler eserler, aydınlatma, düzen ve tabelalar gibi özellikleri kapsarken (Lam, 2001), çevrimiçi deneyimler ise kullanıcı dostu bir arayüz ve net bir tasarım gibi teknolojiyle ilgili özellikleri kapsar (Keiningham vd., 2017). Son olarak müşteri deneyiminin sosyal unsurları, aile, arkadaşlar ve müşterinin daha geniş sosyal ağı gibi diğer insanların etkisini ifade eder (Verhoef vd., 2009). ...
Günümüzde gelişen teknolojik imkânlar ve yaşanan dijitalleşme süreçleri her alanda olduğu gibi pazarlama alanında da derinden hissedilmektedir. Geleneksel pazarlama stratejilerine büyük bir alternatif olarak kullanılmaya başlanan modern pazarlama stratejileri, dijitalleşen mecralarda yer alan tüketicileri etkileme ve satın alma davranışlarını anlayabilme noktasında pazarlama araştırmalarının önemini oldukça ön plana çıkarmaktadır. İçinde bulunduğumuz dünyada hem firmaların, hem de bireylerin var olma çabaları, dijital kanalları kullanarak hedef pazarlarındaki müşterilere ulaşma ve onları etkileyebilme gücüyle büyük oranda paralellik göstermektedir. İşte tam da bu noktada dijitalleşmeyi anlayabilmek ve geleneksel yöntemlerden farklı olarak dijitalleşme odaklı pazarlama araştırmaları yapabilmek kitabımızın temel amacını oluşturmaktadır. Türkiye’nin kıymetli üniversitelerinden, alanında uzman değerli hocalarımız tarafından oluşturulan bölümler, dijitalleşme ve pazarlama araştırmaları alanında teorik altyapı oluşturmak, güncel konular hakkında literatüre katkı sunmak, var olan problemlere yönelik çözüm önerilerinde bulunmak ve farklı disiplinleri bir arada buluşturmak için özenle yazılmıştır. Yapay zekâ, marka bağımlılığı, sürdürülebilir marka yönetimi, deneyimsel pazarlama, dijital dönüşüm ve haberleşme inovasyonu, femversiting ve tedarik zinciri bakış açısıyla firmaların yeşil aklama ile başa çıkma stratejileri gibi alanı konu ve başlıklardan oluşan bu kitap pazarlama literatürüne katkı sağlamayı hedeflemektedir. Bu eserin ortaya çıkmasında büyük bir öz veri ile katkı sağlayan bütün akademisyenlerimize ve bu yolda yürümeye kararlı olan doktora öğrencilerimize sonsuz teşekkürlerimi ve şükranlarımı sunuyorum. Doç. Dr. Emrah Sıtkı YILMAZ
... Müşteri deneyiminin fiziksel ve duyusal unsurları genellikle çevrimdışı ve çevrimiçi bağlamda farklılık gösterir (Ameen vd., 2021). Çevrimdışı deneyimler eserler, aydınlatma, düzen ve tabelalar gibi özellikleri kapsarken (Lam, 2001), çevrimiçi deneyimler ise kullanıcı dostu bir arayüz ve net bir tasarım gibi teknolojiyle ilgili özellikleri kapsar (Keiningham vd., 2017). Son olarak müşteri deneyiminin sosyal unsurları, aile, arkadaşlar ve müşterinin daha geniş sosyal ağı gibi diğer insanların etkisini ifade eder (Verhoef vd., 2009). ...
Consumers have also adapted to the rapid change and technological innovations in technology. Adaptation to technological innovations has also caused changes in consumer behavior. With the adoption of artificial intelligence in marketing, the need for marketing research that predicts the change in the artificial intelligence-focused consumer market has increased. Marketing research has adapted to technological transformation and marketing research processes have also been affected by change. Practitioners are trying to find the most suitable artificial intelligence solutions that can assist marketing research in analyzing consumer behavior in the field of marketing. In the study, systematic analysis method was preferred by nominating important databases such as Web of Science, Google Scholar and Scopus. Articles were reviewed to identify the framework for customer experience with artificial intelligence in marketing research. Artificial intelligence; It greatly helps businesses measure customer experience in marketing research and analysis of consumer behavior. Today, with developing technology, people can offer personalized experiences that increase customer satisfaction and loyalty by using predictive analytics with machine learning and natural language processing. With AI-powered customer experience, businesses can benefit from a wide range of AI-powered solutions. The review recommends that marketing research should focus more on AI-powered customer experience solutions. The research provides theoretical contributions and practical implications for customer experience in artificial intelligence-supported marketing research in marketing. In terms of theoretical contributions, the research is one of the important studies aimed at disseminating knowledge about artificial intelligence-supported customer experiences in marketing. This study contributes to a better understanding of customer experience through artificial intelligence-supported efforts in marketing research. With this study, a general evaluation of artificial intelligence-supported customer experience solutions in marketing mix management, consumer behavior analysis, and marketing research; It provides guidance to businesses and researchers in the field who aim to provide artificial intelligence-supported customer experiences in marketing research.
... The current paper reports how typical and atypical video ads and the celebrity factor may influence consumer sharing intention. Mehrabian and Russel's (1974) referred organismic responses act over consumer's emotional conditions through three dimensions, namely pleasure, arousal, and dominance, and throughout cognitive perceptions, for instance, visual attention (Guerreiro et al., 2015;Lam, 2001). The conceptual model of this paper ( Figure 2) is based on this finding since the visual attention, arousal, and pleasure dimensions are studied according to the influence of the typicality and the celebrity factor on the chosen video advertising campaigns. ...
... Although the store environment is defined as the physical environment of an offline store (Bitner, 1992;Lam, 2001), the concept of the store environment has been expanded to virtual spaces connected through the internet as shopping through online channels is activated (Shergill & Chen, 2005). Owing to technological advancements, creating an appealing store environment in an online virtual space and delivering impressive experiences to consumers via various media are now possible (Kozinets et al., 2002). ...
This study investigated the visual behavior of consumers within an immersive virtual reality (VR) fashion store on the basis of their fashion involvement. Their shopping motivation was considered as a moderator. A total of 23 consumers participated, and the participants’ actual visual behaviors were recorded in real-time during their store experience section using an eye-tracking device attached to a VR head-mounted display. Results revealed that the greater the consumer’s fashion involvement, the greater their attention to the store area, and the greater their ability to observe more diverse areas in the store. Consumers with higher fashion involvement and browsing motivation spent less time focusing on the product area. Meanwhile, consumers with higher fashion involvement and searching motivation spent more time focusing on the product area. Visual attention to the store area positively affected experience satisfaction, and the effect of visual attention to the product area on satisfaction was moderated by consumers’ shopping motivation.
... In the online setting, the experience includes the structure of technologies being used to deliver products and services, like transparent design and a beautiful GUI (Davenport et al., 2020). On a final note, the influence of other factors, such as family, friends, and overall customers' public relationships, is linked to social components of the customer experience (Lam, 2001). Based on studies like the work of Kushwaha et al. (2021), the use of mixed realities and virtual realities provides consumers with a futuristic and realistic buying experience (Hoyer et al., 2020;Pillai et al., 2020), based on the impact that machine learning and augmented reality have on consumers' cognition (Suh, 2005). ...
0. Abstract Since the advent of artificial intelligence, a number of studies have focused their attention on understanding its importance in the corporate setting. To this effect, this study seeks to assess the influence of artificial intelligence on customer experience and customer loyalty; as well as the mediating effect of personalization on this relationship. A quantitative online survey was conducted and 636 responses were gathered. The gathered data were analysed using IBM's AMO for SEM and a number of findings were made. It was discovered that artificial intelligence yields positive and significant (p<0.05) influence on customer experience, customer loyalty, and personalization. The influence of artificial intelligence on customer experience and customer loyalty is also mediated by personalization. Thus, it was concluded that companies seeking to develop strong customer loyalty and customer experience should integrate artificial intelligence into their product and service delivery process and this should be supported with personalization.
... The emotional element refers to feelings of delight, frustration, excitement, outage, or surprise [107]. Physical and sensorial aspects of experience refer to online technology-supported user interface features of the AI-enabled tool [107] and offline context of artifacts, lighting, layout and design [108]. Social experience depicts the impact of family and friends, colleagues, neighbours, peer groups and even communities in social media [109]. ...
The study assesses the effect of technology transfers on subjective well-being in 29 African countries. We adopt the GMM and the IV Tobit models and employ the Lifeladder indicator of happiness as a measure of subjective well-being. The findings reveal a positive significant effect of technology transfers on subjective well-being in Africa after accounting for the problems of autocorrelation, endogeneity, and heteroskedasticity. After controlling for the limited range of the subjective well-being indicator, the findings still indicate a positive significant effect of both residents' and abroad patent applications on the Lifeladder index. Employing scientific and technical article publication as an alternative indicator of technology transfers, the findings still indicate that subjective well-being in Africa is significantly improved by technology transfers and investments in academic research. The study suggests African economies should invest more in both human capital and technology infrastructure while developing patentable inventions that allow technology transfers to boost the continent's development and well-being.
... In this research, perceived quality of offline servicescape is strongly influenced by ambient conditions, followed by signs, symbols, and artifacts, social factors, and by the layout and functionality. Ambient conditions of the physical stores can be improved by simply ensuring that the lighting is adequate [100], providing good air quality marked by convenient temperature and humidity [101], ensuring good smell inside the store, and the provision of adequate music [102]. Comfortable store ambience can provide enjoyable experiential value [103]. ...
In the last decade, multichannel retailing has grown at a significant rate, especially in emerging markets such as Indonesia, where retailers have embraced multichannel marketing to heighten the customer shopping experience. Improved servicescape—the environment where services are provided and where interaction with customers occurs—may help enhance the customer experience. While the role of servicescapes has been analyzed in online or offline contexts previously, this research adopts a multichannel view and pioneers the investigation of the interplay of offline and online (mobile app) servicescapes and their effect on customer satisfaction, as antecedents of repurchase intention, among three types of Indonesian retailers. The study analyzes data from N = 171 Indonesian multichannel customers who have shopped in physical stores and via the store’s mobile app. The results show that ambient conditions are the strongest predictor of perceived quality of offline servicescape, whereas store layout and functionality are the strongest predictor of perceived quality of online servicescape. Both online and physical perceived quality of servicescapes predict customer satisfaction, with the latter having a stronger effect on satisfaction. The study offers practical recommendations for retailers seeking to improve loyalty and customer retention.
... Emotional components express happiness, delightfulness, anger and rage (Keiningham et al., 2017). Sensory behaviors differ in offline and online services; the former is confined to layout, design and architecture (Lam, 2001) and later to user-friendly technology, which influences the customer experience (Keiningham et al., 2017). Social elements are subjective norms like family and social groups, which impact customers' behavior in a particular manner. ...
Purpose – The financial technology (FinTech) era has brought a revolutionary change in the financial sector’s
customer experiences at the national and global levels. The importance of artificial intelligence (AI) in the
context of FinTech services for enriching customer experiences has become a new norm in this modern era of
technological advancement. So, it becomes crucial to understand the customer’s perspective. The current
research ranks the factors and sub-factors influencing customers’ perceptions of AI-based FinTech services.
Design/methodology/approach – The sample size for this study was decided to be 970 respondents from
four Indian cities: Mumbai, Delhi, Kolkata and Chennai. The Fuzzy-AHP technique was used to identify the
primary factors and sub-factors influencing customers’ experiences with AI-enabled finance services.
The factors considered in the study were service quality, trust commitment, personalization, perceived
convenience, relationship commitment, perceived sacrifice, subjective norms, perceived usefulness, attitude
and vulnerability. The current research is both empirical and descriptive.
Findings – The study’s three top factors are service quality, perceived usefulness and perceived convenience,
all of which have a significant impact on customers’ experience with AI-enabled FinTech services discussing
sub-criteria three primary criteria for customers’ experience for FinTech services include: “Using FinTech
would increase my effectiveness in managing a portfolio (A2)”, “My peer groups and friends have an impact on
using FinTech services (SN3)” and “Using FinTech would increase my efficacy in administering
portfolio (PU2)”.
Research limitations/implications – The current study is limited to four Indian cities, with 10 factors to
understand customers’ preferences in FinTech. Further research can focus on other dimensions like perceived
ease of use, familiarity, etc. Future studies can have a broader view of different geographical locations and
consider new tech to understand customer perceptions better.
Practical implications – The study’s findings will significantly assist businesses in determining the
primary aspects influencing customers’ experiences with AI-enabled financial services. As a result, they will
develop strategies and policies to entice clients to use AI-powered FinTech services.
Originality/value – Existing AI research investigated several vital topics in the context of FinTech services.
On the other hand, the current study ranked the criteria in understanding customer experiences. The research
will substantially assist marketers, business houses, academicians and practitioners in understanding
essential facets influencing customer experience and contribute significantly to the literature.
... The store environmental elements are complex as they influence shoppers' behaviour (Lam, 2001). The environment of a shopping centre can be enhanced by the presence of the right combination of store or retail attributes. ...
This study investigated women’s intentions to patronize shopping centres. The study attempts to explain the effect of different types of retail attributes shopping centres – utilitarian and hedonic on women’s’ shopping attitudes and the subjective norms in addition to motivations on the intentions to patronize shopping centres in the Klang Valley. This study is framed by the decomposed theory of planned behavior (DTPB).
The data was collected via a mall intercept survey exercise in 10 major shopping centres located in the Klang Valley. The selection of these shopping centres were based on the choice of Tourism Malaysia. A total of 423 usable responses was obtained this period and was empirically tested. The decomposition of the constructs Attitude, Subjective norm and Perceived Behavioural Control provide better explanatory power of the variables. The results from this study confirm the applicability of the DTPB in a retail setting in shopping centres in the Klang Valley. This study provides useful insights to
shopping centre patronage behaviour of women and shopping centre managers and retailers will benefit from knowledge of the right retail attributes (utilitarian and hedonic) a shopping centre or store should possess. Also, it is established that women tended to form an attachment to a shopping centre and their attitudes is based on the
appeal of the type of retail attributes. Apart from this, the decomposition of the subjective norm provides a better explanation on the impacts women’s patronage to shopping centre intentions. Findings from this research provide important insight for retailers’ strategic marketing activities directed to women shoppers.
... Several studies focus on how certain environments attract visitors and influence shopping behaviour. In general studies of retail environments, interior design has especially been highlighted as having a crucial bearing on customers' moods, purchasing plans, and willingness to spend money (Turley and Chebat 2002;Yin-Lam 2001;Verhoef et al. 2009;Bäckström and Johansson 2017;Grewal, Roggeveen, and Nordfält 2017). Källström, Persson, and Westergren (2021) claim that atmosphere is as important as the retail offer itself when evaluating city centres (Källström, Persson, and Westergren 2021). ...
Rational design based on aesthetic principles from the 1930s dominates contemporary architecture and property development, contributing to a homogenous urban landscape. The aim of this paper is to examine how professionals involved in city centre development value different architectural styles. Based on a sample of 109 respondents, measuring the architectural preferences of city centre managers, this study indicates that city centre managers view classical architecture in terms of being better for city centres than modernist. The paper suggests that city centre managers can successfully be involved in the design process of attractive streetscapes.
... The physical environment, or "services cape" (Bitner, 1992), refers to the manufactured, firm controllable surroundings within which service experience occurs. Offline services capes comprise elements such as sense, touching, shades, texture, and layout Lam, 2001). Online services cape considerations focus on website features, such as consumer-friendly shopping interfaces (Griffith, 2005) and design cues such as uncluttered screens and brief presentations (Rose et al., 2012). ...
The study aims to analyze behavioral intentions influenced by customer engagement, experience, and identification moderated by competitive choices in the granite sector of Pakistan. The study has been carried out through primary data analysis of cross-sectional approach in the transition to a sustainable economy. In total, 400 questionnaires were distributed, for which only 216 were filled and usable with a response rate of 54%—collected data from the production managers and units. In contrast, missed mine holders and labor analyzed the data in SPSS and AMOS to run various tests, i.e., reliability, correlation analysis, regression, moderation regression, and confirmatory factor analysis. The study findings indicate a positive and significant relationship and effect among the variables. The reviews might contain some biases. Therefore, this study recommended adopting a probability sampling technique for future studies. The study results in a positive manner indicating customer service involvement as a significant factor in behavioral intention despite competitive options.
... Online experiences, on the other hand, include technological structures, such as beautiful GUI and transparent design (Davenport et al., 2020). Lastly, the impact of others, such as friends, family, and a client's wider public relationships are associated with social components of customer experiences' (Lam, 2001). As shown in studies, such as Kushwaha et al. (2021), the use of virtual reality and mixed reality supplies customers with a realistic and futuristic buying experience (Hoyer et al., 2020;Pillai et al., 2020), through the impact of augmented reality and machine learning on consumers' cognitive (Suh et al., 2005), alongside the use of artificial intelligence for production and operation decision making. ...
The engagement between customers and brands is being transformed by artificial intelligence (AI). However, there has been little study into AI-powered customer experiences; hence, this research aims to examine how the incorporation of AI in purchasing might result in a better AI-powered customer experience. This research will develop a conceptual model based on the service quality model and trust-commitment theory. Further to this, an online questionnaire was distributed to individuals who had utilised an AI-powered service provided by a particular brand, and consequently, a total of 354 responses were analysed using Structural Equation Modelling (SEM). The results that were deduced from the responses demonstrated that relationship commitment has begun to substantially impact AI-powered customer experiences. In addition to this, the results also revealed that perceived sacrifice and trust both play an important role in mediating the impacts of perceived convenience , personalisation, and AI-powered service quality. This finding contributes to the previous literature by highlighting the mediating impacts of perceived sacrifice and trust, as well as the significant influence of relationship commitment on AI-powered customer experience. Furthermore, the research poses significant implications for merchants who use AI in services provided to their customers.
... Email: editorijmie@gmail.com customers" shopping behavior depends on the matching of store decor with the cultural preferences (Lam, 2001). ...
The retailers embrace different strategies to increase sales, attract customers, and to retain them. The retail outlet that provides the customers with a memorable shopping experience would have a lasting impression and invariably attracts more sales. In the past, shopping habits were mostly determined by needs whereas in the modern era shopping is influenced by many other factors such as hobby, entertainment, life style, hangout etc. The store atmospherics became an effective strategy in modern retailing. Though there are different atmospherics factors, the present research considers music, lighting, store decor and merchandise visibility that are widely used by the apparel retail stores in the study area. The study results show that the customers give utmost importance to the lighting aspects in the apparel retail stores followed by scent and music.
... As mentioned earlier, the S-O-R paradigm of environmental psychology is often used to describe the effect of atmospheric cues on consumer reactions. O stands for organism or the internal response of the consumers towards the atmospheric cues in the store environment and entails consumers' emotions (e.g., pleasure, arousal), cognitions (e.g., evaluations), and physiological states (e.g., blood pressure [31,41] that influence their behavior. The hierarchy of these internal responses (e.g., affect-cognition-behavior) has been extensively examined [42,43], also in a multisensory atmospheric congruity setting [44]. ...
Ambient light is inherent in the store environment, making research on the interaction effects between light and other atmospheric cues crucial to understanding how the store environment can affect consumers. This study extends existing research on multisensory congruity effects between atmospheric cues by examining whether multiple sensory associations (i.e., warmth and brightness) of ambient cues (i.e., light and scent) must match to create positive effects on consumer evaluations and behavior or whether a match of only one sensory association is sufficient. Previous research operationalized multisensory congruity primarily via the match on one specific association; however, the results of our two studies show that matching ambient light and scent (compared to a mismatch between the stimuli or compared to only one ambient cue) only led to enhanced evaluations and approach behavior when these stimuli were matched on both their perceived association with a warm or cold temperature and with a dim or bright illuminance level. Our research supports the importance of perceiving the store environment holistically and suggests that the description and selection of an atmospheric cue to create positive congruity effects on consumer evaluations and behavior is quite complex.
... The emotional element refers to feelings of delight, frustration, excitement, outage, or surprise [107]. Physical and sensorial aspects of experience refer to online technology-supported user interface features of the AI-enabled tool [107] and offline context of artifacts, lighting, layout and design [108]. Social experience depicts the impact of family and friends, colleagues, neighbours, peer groups and even communities in social media [109]. ...
The evolution of Artificial Intelligence (AI) has revolutionized many aspects of human life, including healthcare. Amidst the Covid-19 pandemic, AI-enabled smartwatches are being used to help users to self-monitor and self-manage their health. Using a framework based on Stimulus-Organism-Response (S–O-R) theory, this present study aimed to explore the use of AI-enabled smartwatches for health purposes, in particular the effects of product quality, service quality, perceived convenience, and perceived ease of use on user experience, trust and user satisfaction. Based on a purposive survey sample of 486 smartphone users in Bangladesh, data collected was analyzed using SPSS software for elementary analyses and PLS-SEM for hypotheses testing. The findings showed that the predictors, namely product quality, service quality, perceived convenience, and perceived ease of use, significantly affected user experience and trust. Similarly, user experience and trust were influential on user satisfaction and played partial mediating roles between predictors and user satisfaction. Besides, gender and age moderate the relationships of experience and trust with customer satisfaction. These findings support the S–O-R theoretical framework and have practical implications for brand and marketing managers of smartwatches in developing product features and understanding users' attitudes and behaviours.
... This observation is in line with the assertion made by Baumeister (2002) who argued that arousal and overstimulation triggered by external factors of impulse buying behavior negatively affects customer's ability to reason on their planned buying decisions. According to Lam (2001), the following are three states of shopper's emotions that are affected by the store environment: pleasure, arousal and dominance (PAD). These three emotional responses are the ones that influences customers to behave in a particular way when exposed to external factors of impulse buying. ...
The point of purchase, according to Quelch (2006) is the most suitable place and period to communicate with consumers since it is where they make their brand choice decisions. This concept also extends to time and place at which all elements of sale (consumer, money, and product) come together. On the other hand, Piron (1991) defines impulse buying as a purchase that is unplanned, caused by an exposure to a stimulus, and decided on-the-spot. This article unfolds how point of purchase communication as a promotional tool influences impulse buying of customers, and why there is a need for adoption of this tool by Malawian based retailers in their promotional strategies.
Watersheds are polluted mainly due to the release
of industrial, agricultural and household waste into
watersheds. Pollutants, as well as harmful factors from
the atmosphere and as a result of human activities in the
basins (shipping, transportation of oil and other
products, underwater drilling, logging, etc.) enter the
water basins. All this disturbs the ecological balance in
the basins, and thus the cleaning process either does not
proceed at all or proceeds very slowly. Environmental
effects of pollutants in watersheds occur at the
organism, population, biocenotic and ecosystem levels.
For this reason, the use of physiological,
microbiological, biochemical, biophysical, and
toxicological methods is important in evaluating the
functional role of hydrobionts. At the level of the
organism, the physiological functions of living beings
are disturbed, changes in their behavior occur, growth
slows down, endurance decreases, mortality increases
and accelerates. At the population level, pollution
affects the number dynamics, biomass, reproductive
intensity, density, distribution and size of organisms. At
the biocenotic level, pollution manifests itself in the
structure and functions of living things as a whole. For
example, flagellates are more resistant to oil pollution
than diatoms.
Emerging markets drive global economic growth by innovating to satisfy customer needs. When customers are satisfied, not only do organizations succeed, but the entire market thrives. These markets feature expanding consumer bases, rising disposable incomes, and rapid technological advancements. Consumer experience is crucial for converting new customers into loyal ones. AI plays a pivotal role in business success today, with those proficient in AI poised for leading positions. AI encompasses technologies like ML, NLP, DL, and data analytics, offering deep insights into consumer behavior and preferences. Leveraging these technologies, brands can craft personalized consumer experiences, enhancing customer satisfaction and achieving business targets. This chapter explores AI's transformative impact on branding strategies, particularly in enhancing consumer experiences in emerging markets. By examining AI-driven branding approaches, it aims to provide actionable insights and strategies for success in these diverse and fast-evolving markets.
Many cities and communities are working toward urban sustainability goals, and the urban forest is one strategy to achieve environmental and social co-benefits. Yet retailers and merchants may not find environmental benefits to be compelling when compared to the direct costs of landscape and trees. Nonetheless, a quality outdoor environment can extend store appeal to the curb and boost positive experiences of visitors while in a shopping district. This chapter presents information about the atmospherics of green retail environments. A multi-study program of research shows that having a quality urban forest canopy within business districts and commercial areas can promote positive shopper perceptions and behavior. Positive responses have included store image, patronage behavior, and willingness to pay more for goods and services. This chapter provides a summary of the research, connects results to various psychological marketing theories, provides evidence-based design recommendations, and suggests future research activity.
This study delves into the impact of artificial intelligence (AI) on customer experiences, focusing on flow, customer-brand identification, and advocacy. Drawing from flow theory and social identity theory, it suggests that AI quality's influence on flow and identification is moderated by employee responsiveness. Emerging technologies like IoT, AR, VR, virtual assistants, and AI-driven robots are reshaping the customer journey. The chapter proposes a framework for understanding their role and emphasizes the need for a fresh management approach, considering customer experience dimensions. Brands struggle with personalization, and integrating physical and digital experiences may be key for challenger brands. Success requires aligning technology, data, and culture for personalized customer experiences. This research contributes to understanding AI's role in service experiences and the customer-organization relationship in the modern era.
This study aims to investigate the role of shopping values, cognitive, and affective evaluations on the relationship between store environment and store patronage intention while proposing a future research agenda through a systematic literature review (SLR) approach. Based on the Stimulus-Organism-Response (S-O-R) model, the store environment is identified as the stimuli, affective evaluations are identified as the organism and response is the store patronage intention. The SLR proposed that cognitive evaluations can be included as a mediator between store environment and affective evaluations based on the Cognitive Theory of Emotions. Further, based on the literature, it is suggested that hedonic and utilitarian shopping values may have a moderating effect on the relationship between affective evaluations and store patronage intention. This theoretical association between store environment and store patronage intention of supermarket shoppers will reveal significant managerial and theoretical implications for future research studies.
The predominant cognitivist approach prevented consumer researchers from considering shopping activity as other than buying behavior. Emotional pleasure, cognitive stimulation, psychological growth, self-expressiveness and communal awareness are all viewable as building blocks of holistic customer experience. Malls are "not only centers of shopping but highly organized social spaces for entertainment, interaction, and other types of consumer excitement" (Flrat and Venkatesh 1993, p. 233). In a consumer context, the production of (marketing) space can be related to the orchestration of the shopping experience. Consumers who have a favourable attitude towards malls are more likely to visit the mall frequently and spent more money during their mall visit. The empirical paper on the Mall Shopping Experience Management with a special reference to Holistic Entertainment Experience within the Stimulus Organism Response ( S-O-R ) theory examines how the satisfaction from Mall Attributes impacts the Re-patroange intention? Additionally, the study also investigates the mediating role of holistic entertainment experience on Shopping Satisfaction from Mall Attributes? From the survey conducted among the shoppers of Lulu International Shopping Mall in Kochi, the proposed structural model was tested using Warp PLS 7.0 and the results shows a significant structural relationship among Mall Attributes, Holistic Entertainment Experience, Shopping Satisfaction and Repatronage Intention. The Mall Management who proactively designs Holistic Entertainment Experience for the Shoppers are found to be capable of differentiating from and provide better Shopping Experience in comparison with those Malls who are less oriented towards or less equipped for creating unique entertainment experience.
Key Words:Mall Attributes, Mall Atmosphere, Service, Product Assortment, Mall Image, Special Events, Refreshments, Holistic Entertainment Experience, Exhilaration, Exploration, Relaxation, Socialization, Shopping Satisfaction, Re-patronage Intention
The predominant cognitivist approach prevented consumer researchers from considering shopping activity as other
than buying behavior. Emotional pleasure, cognitive stimulation, psychological growth, self-expressiveness and
communal awareness are all viewable as building blocks of holistic customer experience. Malls are "not only centers of
shopping but highly organized social spaces for entertainment, interaction, and other types of consumer excitement"
(Flrat and Venkatesh 1993, p. 233). In a consumer context, the production of (marketing) space can be related to the
orchestration of the shopping experience. Consumers who have a favourable attitude towards malls are more likely to
visit the mall frequently and spent more money during their mall visit. The empirical paper on the Mall Shopping
Experience Management with a special reference to Holistic Entertainment Experience within the Stimulus Organism
Response ( S-O-R ) theory examines how the satisfaction from Mall Attributes impacts the Re-patroange intention?
Additionally, the study also investigates the mediating role of holistic entertainment experience on Shopping
Satisfaction from Mall Attributes? From the survey conducted among the shoppers of Lulu International Shopping Mall
in Kochi, the proposed structural model was tested using Warp PLS 7.0 and the results shows a significant structural
relationship among Mall Attributes, Holistic Entertainment Experience, Shopping Satisfaction and Repatronage
Intention. The Mall Management who proactively designs Holistic Entertainment Experience for the Shoppers are found
to be capable of differentiating from and provide better Shopping Experience in comparison with those Malls who are
less oriented towards or less equipped for creating unique entertainment experience.
Keywords: Mall Attributes, Mall Atmosphere, Service, Product Assortment, Mall Image, Special Events, Refreshments,
Holistic Entertainment Experience, Exhilaration, Exploration, Relaxation, Socialization, Shopping Satisfaction,
REPATRONAGE INTENTION
The predominant cognitivist approach prevented consumer researchers from considering shopping activity as other
than buying behavior. Emotional pleasure, cognitive stimulation, psychological growth, self-expressiveness and
communal awareness are all viewable as building blocks of holistic customer experience. Malls are "not only centers of
shopping but highly organized social spaces for entertainment, interaction, and other types of consumer excitement"
(Flrat and Venkatesh 1993, p. 233). In a consumer context, the production of (marketing) space can be related to the
orchestration of the shopping experience. Consumers who have a favourable attitude towards malls are more likely to
visit the mall frequently and spent more money during their mall visit. The empirical paper on the Mall Shopping
Experience Management with a special reference to Holistic Entertainment Experience within the Stimulus Organism
Response ( S-O-R ) theory examines how the satisfaction from Mall Attributes impacts the Re-patroange intention?
Additionally, the study also investigates the mediating role of holistic entertainment experience on Shopping
Satisfaction from Mall Attributes? From the survey conducted among the shoppers of Lulu International Shopping Mall
in Kochi, the proposed structural model was tested using Warp PLS 7.0 and the results shows a significant structural
relationship among Mall Attributes, Holistic Entertainment Experience, Shopping Satisfaction and Repatronage
Intention. The Mall Management who proactively designs Holistic Entertainment Experience for the Shoppers are found
to be capable of differentiating from and provide better Shopping Experience in comparison with those Malls who are
less oriented towards or less equipped for creating unique entertainment experience.
Keywords: Mall Attributes, Mall Atmosphere, Service, Product Assortment, Mall Image, Special Events, Refreshments,
Holistic Entertainment Experience, Exhilaration, Exploration, Relaxation, Socialization, Shopping Satisfaction,
REPATRONAGE INTENTION
This chapter presents a method to capture a real-life customer decision-making process by inducing a synergy of different senses and simulation of show-rooming and web-rooming environments (Machavolu and Raju, MITS, International Journal of Business Research 1:1–14, 2014; Mehra et al., Showrooming and the competition between store and online retailers, 2013; Reid et al., International Journal of Business and Globalisation 17:364–383, 2016; Schiffman and Wisenblit, Consumer Behavior. Pearson Education Limited, 2015). These multiple-channel purchasing platforms and their accompanying set-ups have to be studied and understood as they can either promote or deter customer purchasing behaviours. Prior studies that have attempted to explore customer behaviour in decision-making processes of buying a product have not been able to effectively capture real-life settings of show-rooming and web-rooming platforms and their resulting experiences due to controlled experimental conditions of the buying environment (Arora and Sahney, International Journal of Retail and Distribution Management 45:762–781, 2017). This study will consider this gap and seek to address reviews of participants in multisensory show-rooming and web-rooming environments in real-life settings. Thus, photographic and video data collection method (Collier, American Anthropologist 59:843–859) and data matrix techniques (Nadin and Cassell, Essential Guide to Qualitative Methods in Organisational Research. SAGE, 2004) to analyse the data were employed in different dimensions of both the virtual and retail environments. A simulated environment of the store—which was a highlighted brand from focused group discussions—and home space were designed for reviewing customer behaviour using smart devices (Rompay et al., Psychology in Marketing 29:919–92, 2012). The store incorporated design layout such as dimensions, visuals, lighting, and wall-layout as well as the employment of space, auditory, olfactory, tactile dimensions to engage participants. Additionally, in the home space, non-responsive set-ups were designed via the elimination of the presence of warm/cool colours, to leave predominantly green spaces to allow for effective engagement with smart devices. These mock set-ups were used to conduct reviews of participants and their engagement within those spaces, to find the most suitable and comfortable multisensory environment and experience, to enhance the likelihood of purchase (Spence et al., Psychology and Marketing 31:472–488, 2014). Findings from this study illustrate the importance of the dimensions of home and retail spaces as well as the impact that multisensory experiences have on purchasing decisions. This is important since it informs not only customer experience but also their purchasing performances in the real retail industry.KeywordsShowroomWeb-roomingOmni-channelConsumer behaviourSimulated environment
This manuscript reviews the relationship between customer perception factors and AI-enabled customer experience in the Ecuadorian banking industry. The study employs a self-designed online questionnaire with five factors for customer perception (convenience in use, personalization, trust, customer loyalty, and customer satisfaction) and two categories for AI-enabled customer experience (AI-hedonic customer experience and AI-recognition customer service). The final valid dataset consisted of 226 questionnaires. The data analyses and the hypotheses tests were done using SPSS 26 and structural equation modeling, respectively. The main findings displayed that all five customer perception factors have a positive and significant effect on AI-enabled customer experience in the Ecuadorian banking industry. Study results are aligned with previous findings from other countries, particularly the banking environment in the United Kingdom, Canada, Nigeria, and Vietnam. The AI techniques involved in the financial sector increase the valuation of customer experience due to AI algorithms recollecting, processing, and analyzing customer behavior. This study contributes with a complete statistical and econometric model for determinants of AI-enabled customer experience. The main restriction of the study is the particular analysis of the most demanded AI financial services (not all services and products are included) and the inexistence of a customer perception index. For upcoming research, the authors recommend performing a longitudinal study using quantitative data to measure the effect of AI-enabled customer experience on the Ecuadorian banks’ performance.
This research was aimed to find out the barrier factors in teaching and learning English at the ninth grade students of SMP YKP Pertamina Jambi. The research methodology of this study was qualitative research with random sampling. The researcher conducted at ninth grade students in SMP YKP Pertamina Jambi. The subject of this research is 1 teacher and 7 students, by using online interview with research instrument, technique of data collecting, and technique of data analysis. Overall, the result of this research showed barrier factors in teaching and learning English in SMP YKP Pertamina Jambi. Finding from this research shows that there are barrier factors when teaching and learning English, and factors that most influence students when learning English. Hence, it can be concluded that there was a barrier factor which was the teacher's mistake when learning English and the most dominant factor experienced by students was family factors that could affect in learning.Keywords: Barrier factors, teaching, learning process.
In almost any organizational activity targeted to the customer, artificial intelligence (AI) technology is frequently in common usage in connection with additional technical disciplines, e.g., extended reality, robotics, hardware image-based picture identification, predictive listing, and smart inventory, and in the customer service process. Nowadays, technology has involved customers in the process through the daily use of social networks, mobile applications, and chatbots. The purpose of this paper is to investigate customer satisfaction preferences in the context of household products. In the basis of primary research, we map customer attitudes toward the purchase of products made in Slovakia. We are interested in whether it is important for customers to buy Slovak products and also whether they prefer them when buying food, textiles, and shoes.KeywordsCustomer experienceRetailAIDomestic productsSlovak productsSmart solutions
Purpose
Plus-size women represent a large consumer segment that has grown in popularity with the fashion industry, retailers and advertisers. Despite advancements in clothing availability for plus-sized women, the shopping experience for these women (compared with that of straight-size women) often still falls short. The current experience leaves plus-sized women feel like a second-class, minority group despite the fact that the majority of women in USA are considered plus-size. The purpose of this study was to assess how US-based, value- and mid-market online clothing retailers position their plus-size female clothing sections in their site navigation.
Design/methodology/approach
This study assessed the websites of N = 68 popular plus- and straight-sized US-based, value- and mid-market retailers to evaluate the placement of, and options available in, their plus-sized clothing sections.
Findings
Findings revealed that the majority of retailers completely separated out the plus-sized section from the straight-sized section and that the language used to describe plus-size clothing was body-focused (versus clothing-focused for straight-size clothing sections). Theoretical and practical implications for marketers, advertisers and retailers are discussed.
Originality/value
This is the first study to assess the separation of plus- and straight-sized clothing sections in online retail spaces. As brands begin to consider combining plus- and straight-sized clothing sections (see Old Navy), it is important to assess how wide-spread the separation of sections currently is in online retail environments.
9.BASKI
Prof. Dr. Erdoğan KOÇ Prof. Dr. Erdoğan Koç 20 yılı aşkın bir süredir üniversitelerde lisans, yüksek lisans ve doktora seviyelerinde tüket c davranışı alanında dersler vermektedir. Yüksek cirolu markaların ürün yöneticiliği deney m de bulunan yazar 15 yılı aşkın bir süredir ulusal ve uluslararası şirketlere eğitimler vermekte ve danışmanlık yapmaktadır. Etki değeri yüksek ve saygın uluslararası dergilerde pek çok bilimsel çalışması bulunan yazar aynı zamanda pek çok saygın uluslararası bilimsel dergide editörler kurulu üyeliği ve hakemlik görevlerini de yürütmektedir. K tabın 9. baskısı bu deneyimlerin ışığında, Türkiye'de ve dünyada ortaya çıkan teorik ve pratik gelişmeler ve ihtiyaçlardaki değişimler göz önünde bulundurarak hazırlanmıştır. Kitapta Tüketici Davranışı ve Pazarlama Stratejileri 900'den fazla araştırma sonucu ve 1200' ün üzerinde ilginç örnekle desteklenerek, uygulama esaslı bir yaklaşımla anlatılmaktadır.
İşletmenin temel amacı müşteri yaratmak ve müşterileri tutmak olduğu için bir işletmenin iki (ve sadece iki) temel fonksiyonu vardır: pazarlama ve innovasyon (yenilikçilik). Pazarlama ve innovasyon (yenilikçilik) sonuç üretir. Diğer fonksiyonların hepsi maliyet üretir." (Peter Drucker) Tüketici sofistikasyonunun derinleştiği ve marka kalabalıklığının son derece arttığı günümüzde, tüketici davranışını anlamak ve uygun yenilikler pazarlama stratejileri ile hayata geçirmek işletmenin rekabet gücü geliştirmesini etkileyen en önemli unsurlardan biri haline gelmiştir. Araştırma sonuçları göstermektedir ki; i) müşteri memnuniyetindeki %1' lik bir artış yatırım üzerindeki getirinin yaklaşık olarak %12 artmasına ii) mevcut müşterilerin elde tutulma oranındaki %5'lik bir artış ise %25 la %125 arasında kâr artışına neden olmaktadır. iii) müşteri tatminindeki %1'lik bir artış müşteri sadakat oranının %10 artmasına neden olabilmektedir. Yen müşteri kazanmak eskiler muhafaza etmekten 5 kat daha maliyetlidir. Kitabı ders kitabı olarak kullanacak öğretim üyeleri yazar tarafından hazırlanmış sunumları yayin@seckin.com.tr adresinden isteyebilirler.
This study investigates the relationship between in-store social atmospherics (crowd and employees), satisfaction, and intention to revisit the store and word-of-mouth. We propose a conceptual framework based on the SOR model, considering crowd and employees as the stimuli, satisfaction as the internal response, and intention to revisit and word-of-mouth as the response. We conducted a quantitative study and surveyed 422 Abercrombie & Fitch store customers, and we used a regression method. The results show that social atmospherics positively impacts satisfaction, relational variables and satisfaction mediating effects. Our contribution is to confirm the relevance of the SOR, the positive relationships between store employees and crowd on satisfaction, and between satisfaction and intention to revisit, word-of-mouth, and the mediating role of satisfaction.
In recent years, there has been significant growth in the number of chain stores; in this regard, the essential point is that managers should consider not only traditional marketing mix, but also other important factors that influence consumers’ shopping behavior, such as atmospheric factors. Music is one of the important factors in this domain. This study was an attempt to explain and investigate the relationship between background music and consumers’ shopping behavior in Ofogh Kourosh chain stores based on the mood-behavior model, alertness theory, and real-world chain store evidence. Genre, tempo, and volume are the elements of music that have been considered as the independent variables in this study, while consumers’ spent time and spentmoney in the stores constituted the dependent variables in this study. Moreover, age and gender have been evaluated as moderators in this relationship. This study is quasi-experimental in terms of the data collection method. All Ofogh Kourosh shoppers around Tehran city constituted the statistical population of this study, and the research sample consisted of 785 shoppers who were selected in 12 branches of Ofogh Kourosh chain stores via systematic sampling method. The background music tracks were chosen through a poll. In addition, observation and interview constituted the tools used in the experimental section. The results indicated that there is a significant relationship between music elements (genre, tempo, and volume) and spent time and money. It was also observed that gender had a considerable moderating role in the relationship between volume and spent time in stores.
The main objective of this research study is to analyze the factors that affect the consumer buying behavior for organic and non-organic cosmetics. Therefore, this study is further divided into two sub research. One research studies the factors that affect consumer buying behavior for organic cosmetics whereas the other research assesses factors that impact consumer buying behavior for non-organic cosmetics. Most factors that affect both organic and non-organic cosmetics are the same, but some are different considering the variation between the two types of cosmetics under consideration. Consumer buying behavior is a topic of significant importance to marketers and to businesses as well. It is crucial to understand how consumer buying behavior functions. This research study was conducted through the collection of both primary and secondary data. Primary data was gathered through questionnaires whereas the secondary data was gathered mainly for the literature review through various sources which were mostly available on the web such as online published articles, books, and online journals. The primary data collected was fed into the SPSS software to run various tests. The hypotheses stated at the beginning of the research were tested. The results showed that not all hypotheses were accepted in both the studies. Recommendations have been suggested for each independent variable at the end of the study for consideration.
This study is an attempt to bridge the link between factors representing stores’ decision boundaries and consumers’ decision-making criteria. It also explores the impact of consumer demographic variables on the relationship between the influence of extended 3Ps (process, people and physical evidence) and store choice. Around 290 responses were found suitable for further statistical refinements through a structured survey. After carrying out the reliability and validity properties of the data, structure equation modelling was applied. The findings of the study revealed that individual demographics (income, age and gender) moderated the relationship between the extended 3Ps and consumer store choice for shopping (in this study example of shopping smartphone). However, occupation and education were found to have no different influence by separate segments of population. Also, all demographics have an interpretation for marketers, which are discussed in the conclusion section. The framework used in this article opens up new vistas for research on exploring different consumer segments and service decision-making in retail marketing.
Objective: The purpose of this study was to investigate the neuro – physiological responses of consumer to the Endorsement and discount strategies in sports products.
Methodology: The research in terms of purpose was an applied and In terms of the methodology was a Semi-experimental research. The statistical population of the study was 25-35 years old physical education students and the sample was 40 volunteers (20 men and 20 women). In order to provide research tool, images were adapted by two research strategies (endorsement and discount). Validity of images was confirmed by 10 sports marketing experts. Enobio electroencephalography device, 20 channels made in Spain, was used to record the waves. A self-assessment manikin was used to measure participant’s pleasure and arousal. By considering the role of the frontal lobe in attention, the alpha and beta waves in this area of the brain were examined by F3, F4 and FZ channels. Data were analyzed by using of SPSS 22, Matlab 2013 b and descriptive statistics and inferential statistics including Friedman test and logistic regression.
Result: The results showed that the changes of alpha and beta waves in the Endorsement strategy were lower than the discount strategy. This strategy involves the brain in frontal lobe greater than the discount strategy.
Conclusion: Due to the greater effect of the endorsement strategy than the discount strategy on the neuropsychological responses of consumers, it can be used to more encourage consumers to use sports products.
The popular press has recently reported that managers of retail and service outlets are diffusing scents into their stores to create more positive environments and develop a competitive advantage. These efforts are occurring despite there being no scholarly research supporting the use of scent in store environments. The authors present a review of theoretically relevant work from environmental psychology and olfaction research and a study examining the effects of ambient scent in a simulated retail environment. In the reported study, the authors find a difference between evaluations of and behaviors in a scented store environment and those in an unscented store environment. Their findings provide guidelines for managers of retail and service outlets concerning the benefits of scenting store environments.
Several studies examining the impact of illumination on behavior are reviewed in this article. Hypotheses are derived regarding the impact of in-store lighting on various aspects of shopping behavior. As part of a field experiment in a large US city, the lighting (soft versus bright) in a centrally located retail establishment was varied over a two month period. The results of an anova indicated that brighter lighting influenced shoppers to examine and handle more merchandise, though sales were not influenced. These findings are discussed in terms of their implications for creating a functional store environment as well as an appropriate store image.
Describes an experiment conducted comparing the effects of
background and foreground music on clothing store shoppers. Concludes
that choosing to play store music solely to satisfy customers'
preferences may not be the optimal approach; instead music should be
varied across areas of a store that appeal to different-aged customers.
The qualitative assessment of scholarly journals plays an important role in promotion and tenure decisions, recognition, scholarly dialogue, and the contribution to the knowledge base of marketing. To aid marketing faculty and administrators in this assessment, the latest perceptions among marketing faculty regarding the relative hierarchical positioning of scholarly marketing journals are reviewed. Besides the overall ranking, the study segments journals along two dimensions: AACSB- / non-AASCB-accredited institutions (American Assembly of College Schools of Business) and marketing doctorate- / non-doctorate-granting institutions. The results of this study can be used by various marketing faculty constituencies to aid in evaluating publication importance via their selected reference groups.
The study reported here examines how combinations of specific elements in the retail store environment influence consumers’
inferences about merchandise and service quality and discusses the extent to which these inferences mediate the influence
of the store environment on store image. Results show that ambient and social elements in the store environment provide cues
that consumers use for their quality inferences. In addition, store environment, merchandise quality, and service quality
were posited to be antecedents of store image—with the latter two serving as mediators—rather than components of store image
(as they are typically treated in the store image literature). Theoretical and managerial implications of the findings are
discussed, and future research directions are proposed.
This study extends the Donovan and Rossiter (1982) study which introduced the Mehrabian-Russell (M-R) environmental psychology model into the store atmosphere literature. Donovan and Rossiter's study was exploratory in that student subjects were used and intentions rather than shopping behavior were measured. The present study uses a broader sample of shoppers, measures emotions during the shopping experience rather than before or after, and records the effects on actual shopping behavior. The 1982 study found that experienced pleasantness of the in-store environment was a significant predictor of willingness to spend time in the store and intentions to spend more money than originally planned. This finding was extended behaviorally in the new study: pleasure, as rated five minutes into the shopping duration was a significant predictor of extra time spent in the store and actual incremental spending. Arousal was found to vary in its effects across the two studies and bears further investigation. The effects of the emotional factors of pleasure and arousal were shown to be additional to cognitive factors such as variety and quality of merchandise, price specialing and value for money. The practical significance for retailers is that emotional responses induced by the store environment can affect the time and money that consumers spend in the store.
Investigated the influence of ambient effective temperature on interpersonal attraction of 40 undergraduates using 2 levels of effective temperature combined factorially with 2 levels of attitude similarity. Attraction was found to be negatively related (p < .04) to effective temperature and positively related (p < .001) to attitude similarity. Also included as dependent variables were several measures of affective feelings which were found to be positively related to attraction responses but negatively influenced by effective temperature. In combination, 2 stimulus variables and 2 affective response variables were highly related (p < .001) to attraction responses. Results are discussed from the standpoint of an affective model of interpersonal evaluative behavior and with respect to the ubiquitous potential influence of effective temperature on affective behaviors. (19 ref.)
Pleasant ambient odors are found to affect consumer decision making depending on whether the scents are congruent or incongruent with the target product class. Two different choice contexts are examined. In experiment 1, in a static-choice context, subjects in conditions in which the odor is congruent with the product class are found to spend more time processing the data, are more holistic in their processing, are more likely to go beyond the information given, are more likely to spread their choices evenly over the whole choice set than are subjects in the incongruent-odor conditions. In experiment 2, in a dynamic-choice context, subjects in the congruent conditions are more likely to exhibit behavior that is consistent with variety seeking than are subjects in the incongruent conditions. Copyright 1995 by the University of Chicago.
Widely different accounts of how people categorize new instances have been advanced in recent years. This article reviews these alternative formulations with a particular focus on the use of concrete category exemplars (from prior experience) as an alternative to category-defining rules and prototypes. It advances a contingent processing formulation that emphasizes the flexibility of the information processing system in its response to important contextual factors, and describes empirical procedures useful in identifying categorization processes.
Replicates, in a naturalistic setting, a prior finding which supported that portion of the "arousal hypothesis" which predicts that a certain degree of noise will actually increase activity. Music was varied from loud to soft in 8 counterbalanced experimental sessions in 2 large supermarkets (N = 1100). The "arousal hypothesis" seems to account for the results: significantly less time was spent in the markets during the loud session, although there was no significant difference in sales, nor in the customers' reported satisfaction.
Determinants of retail patronage were identified and compared in a series of analyses of covariance of multinomial logit parameters. These parameters, estimated from random samples drawn from six North American and European markets over a seven-year period, revealed insignificant seasonal changes in a single market, significant changes in a single market over the seven years, and significant differences between markets and across cultures.
This paper critically reviews the literature available and presents an empirical study that examines the effects of background music on in-store shopping behavior. It finds that music tempo variations can significantly affect the pace of in-store traffic flow and dollar sales volume.
This study tested the effects of red and blue in a shopping-related context. Red and blue were selected because of their opposite color properties. Prior color research has shown that red is perceived as negative and tense as well as physically arousing. Blue, on the other hand, has been identified as calm, cool, and positive. Two laboratory experiments were conducted. In both experiments, retail environments were simulated using predominately red or blue colors. Both experiments corroborate the differential effects of red and blue that prior research suggested. Specifically, more positive retail outcomes occurred in blue rather than red environments. More simulated purchases, fewer purchase postponements, and a stronger inclination to shop and browse were found in blue retail environments. The second experiment helps to identify a plausible explanation to color effects. The results indicate that the affective perception of color rather than the arousal dimension of color may be responsible for the outcome. The positive effects of blue and the negative perception of red may have influenced the results. © 1992 John Wiley & Sons, Inc.
This paper explores the influence of retail store environmental cues on consumers' price acceptability. An empirical study examines the effects of three types of environmental factors; ambient, social and design. Results indicate that the price of an item (a picture frame) is more acceptable in a high-social store environment than is the same product at the same price in a low-social store environment. The results also provide partial support for the effects of store ambient and design factors on the acceptability of the price of the picture frame. Finally, consumers' price acceptability is positively related to purchase intentions.
This paper will critically review the limited literature available on the topic and present an empirical study that examines the effect of background music on the behavior of restaurant customers. It was found that music tempo variations can significantly affect purchases, length of stay, and other variables examined.
The importance of retail store design and merchandising policies rests in the ability of the physical retail environment to alter shopper reactions and behavior. Previous research documents relationships between physical store environments, shopper emotions, and subsequent shopping behavior. Research presented in this paper extends this research by considering the role of consumer self-regulation as a moderator of relationships between shopping emotions and consumer evaluations of the shopping experience. Structural equations analyses support this assertion and suggest disparate outcomes depending upon one's self-regulatory tendency. Results also show that feelings of dominance, previously dismissed as unimportant, significantly alter shopping behavior among those low in self-regulation.
Atmospheric responsiveness is the tendency to base patronage decisions on stores' physical design and condition and alter shopping behavior because of crowding. This study examines the relation between responsiveness and environmental dispositions. Findings suggest atmospheric responsiveness is related to dispositions reflecting customers' openness to environmental experience, stimulation, and distraction, urban and pastoral preferences, and adaptiveness to physical circumstances.
During the planning phase of the construction of a new hypermarket, a study was conducted of the discourse of consumers taken from the catchment area of the hypermarket. The author demonstrates how the identification of different types of values ascribed by the consumers to this commercial site was used to help establish zoning and define the interior architecture. This semiotic study employed the structural approach developed by the Groupe de Recherches Sémio-Linguistiques (directed by A.J. Greimas).
A typology of service organizations is presented and a conceptual framework is advanced for exploring the impact of physical surroundings on the behaviors of both customers and employees. The ability of the physical surroundings to facilitate achievement of organizationa l as well as marketing goals is ex- plored. Literature from diverse disciplines provides theoretical grounding for the framework, which serves as a base for focused propositions. By examining the multiple strategic roles that physical surroundings can exert in service organizations, the author highlights key managerial and research implications.
Consumer researchers' growing interest in consumer experiences has revealed that many consumption activities produce both hedonic and utilitarian outcomes. Thus, there is an increasing need for scales to assess consumer perceptions of both hedonic and utilitarian values. This article describes the development of a scale measuring both values obtained from the pervasive consumption experience of shopping. The authors develop and validate the scale using a multistep process. The results demonstrate that distinct hedonic and utilitarian shopping value dimensions exist and are related to a number of important consumption variables. Implications for further applications of the scale are discussed. Copyright 1994 by the University of Chicago.
Mehrabian and Russell's (1974) approach to environmental psychology describes emotional responses to environments by measures of pleasure, arousal, and dominance. Research on consumer environments has generated mixed results, because it has lacked a theory-based classification of consumer environments; thus, test situations have been selected on an ad hoc basis. The paper employs the Behavioral Perspective Model (BPM) as an appropriate theoretical classification. Consumers (N = 142) responding to eight service environments based on the application of this model yielded data for emotional reactions and approach/avoidance in 1,136 consumer situations. The results support the adoption of this theoretical framework for the contextual analysis of consumer behavior and substantiate the predictive validity of the BPM.
Cet article se base sur les recherches sur la conception de site Web et sur l'environnement d'achat en magasin pour conceptualiser les liens entre la conception du site Web et le comportement du consommateur. Le cadre proposé ici retrace les liens entre la conception du site Web, la perception du site Web et les réponses du consommateur. Il postule que ces liens dépendent du contexte de la visite. Son objectif est de répondre à la question des variables d’action déterminantes pour influencer le comportement du consommateur sur le site, en tenant compte du contexte de la visite.