Consumer Response to Exterior Atmospherics at a University-Branded Merchandise Store

Date
2015-11-11
Authors
Hyllegard, Karen
Ogle, Jennifer
Yan, Ruoh-Nan
Kissell, Kevin
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Abstract

The purpose of this study was to investigate the influence of landscaping, a store greeter, and an electronic kiosk upon college students’ responses to a university-branded and owned merchandise store located in a downtown shopping district. The research was informed by the Stimulus-Organism-Response (S-O-R) model (Mehrabian & Russell, 1974), which proposes that consumers' emotional responses to a physical store environment mediate how the environment shapes their patronage behaviors.

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