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

*Corresponding author for this work

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

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 of the 7th International Conference on Design and Emotion
Publication statusPublished - 2010
Externally publishedYes
Event7th International Conference on Design and Emotion 2010 - Chicago, IL, United States
Duration: 4 Oct 20107 Oct 2010

Publication series

NameProceedings of the 7th International Conference on Design and Emotion

Conference

Conference7th International Conference on Design and Emotion 2010
Country/TerritoryUnited States
CityChicago, IL
Period4/10/107/10/10

Keywords

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

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