TY - GEN
T1 - On store design and affective consumer experience
T2 - 7th International Conference on Design and Emotion 2010
AU - Van Rompay, Thomas J.L.
AU - Tanja-Dijkstra, Karin
AU - Verhoeven, Joost W.M.
AU - Van Es, Annemiek F.
PY - 2010
Y1 - 2010
N2 - 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.
AB - 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.
KW - Affective experience
KW - Color
KW - Retail design
KW - Shopping motivation
KW - Store layout
UR - http://www.scopus.com/inward/record.url?scp=84867177605&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:84867177605
SN - 9780615406664
T3 - Proceedings of the 7th International Conference on Design and Emotion
BT - Proceedings of the 7th International Conference on Design and Emotion
Y2 - 4 October 2010 through 7 October 2010
ER -