On store design and consumer motivation: Spatial control and arousal in the retail context

Thomas Johannes Lucas van Rompay, K. Dijkstra, J.W.M. Verhoeven, Annemiek F. van Es

    Research output: Contribution to journalArticleAcademicpeer-review

    70 Citations (Scopus)
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    Research testifies to the influence of environmental factors in shopping environments. However, few studies examine effects of store design in interaction with shoppers’ motivations. The authors propose that task-oriented shoppers prefer stores that are spacious, whereas recreational shoppers enjoy and prefer the arousing properties of color. To provide controlled tests of these hypotheses, we created visual simulations of stores that varied by color (arousing red vs. less arousing blue) and layout (spacious vs. cluttered), and induced either task-oriented or recreational shopping motivations. Customers at a clothing store responded to one of these four store video displays. Results showed that motivations interact with environmental factors. Task-oriented shoppers preferred shopping in spacious stores, whereas recreational shoppers preferred high-arousing store environments. These findings suggest that store managers could increase arousal levels using ambient design elements, such as colored lights, when shoppers are likely recreationally oriented and provide spacious environments to appeal to task-oriented shoppers.
    Original languageEnglish
    Pages (from-to)800-820
    JournalEnvironment and behavior
    Issue number6
    Publication statusPublished - 2012


    • METIS-290116
    • IR-83758


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