Abstract
Although a considerable body of literature is available documenting effects of store design, understanding of how and when store design affects consumer responses is limited. In this paper, it is argued that effects of two important design variables (i.e., color and layout) vary with consumers’ shopping goals. After presenting a literature review highlighting the importance of arousal and spatial control in explaining effects of store design, an experimental study is reported in which color and store layout were manipulated in a clothing store. Findings indicate that whereas recreational shoppers are primarily affected by store color, and report positive affect in a high-arousing environment, task-oriented shoppers are mainly affected by store layout and benefit from spacious layout conditions. In terns of practical implications, these findings suggest that an improvement of store atmospherics from recreational shoppers’ point of view does not frustrate task-oriented shoppers. Reversely, a more spacious store layout is likely to reduce irritation, nervousness and distress among task-oriented shoppers, without taking away the fun for recreational shoppers.
Original language | English |
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Title of host publication | Proceedings from the 7th Conference on Design & Emotion 2010 |
Editors | K. Sato, P. Desmet, G. Ludden, P. Hekkert, A. Mathew |
Place of Publication | Chicago, IL |
Publisher | IIT Institute of Design |
Number of pages | 12 |
Publication status | Published - 4 Oct 2010 |
Event | 7th International Conference on Design & Emotion, D&E 2010 - Chicago, United States Duration: 4 Oct 2010 → 7 Oct 2010 Conference number: 7 |
Conference
Conference | 7th International Conference on Design & Emotion, D&E 2010 |
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Abbreviated title | D&E |
Country/Territory | United States |
City | Chicago |
Period | 4/10/10 → 7/10/10 |
Keywords
- Retail design
- Shopping motivation
- Affective experience
- Store layout
- Color