On store design and affective consumer experience: Effects of color and store layout as a function of shopping goals

Thomas J.L. van Rompay, Karin Tanja-Dijkstra, Joost W.M. Verhoeven, Annemiek F. van Es

    Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

    587 Downloads (Pure)

    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 languageEnglish
    Title of host publicationProceedings from the 7th Conference on Design & Emotion 2010
    EditorsK. Sato, P. Desmet, G. Ludden, P. Hekkert, A. Mathew
    Place of PublicationChicago, IL
    PublisherIIT Institute of Design
    Number of pages12
    Publication statusPublished - 4 Oct 2010
    Event7th International Conference on Design & Emotion, D&E 2010 - Chicago, United States
    Duration: 4 Oct 20107 Oct 2010
    Conference number: 7

    Conference

    Conference7th International Conference on Design & Emotion, D&E 2010
    Abbreviated titleD&E
    Country/TerritoryUnited States
    CityChicago
    Period4/10/107/10/10

    Keywords

    • Retail design
    • Shopping motivation
    • Affective experience
    • Store layout
    • Color

    Fingerprint

    Dive into the research topics of 'On store design and affective consumer experience: Effects of color and store layout as a function of shopping goals'. Together they form a unique fingerprint.

    Cite this