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Abstract: The importance of atmosphere in retail context has for long been recognized both among practitioners and researchers. This paper provides a systematic overview of the concept of atmosphere, dimensions of atmospheric and relevant studies on atmospheric in retail context. The aim of this paper is to review the pertinent literature stream on the effects of atmosphere on buyer behavior. We review the empirical studies in this area that focus on atmospheric stimuli and consumer responses. The article concludes by identifying gaps in the literature and suggesting future topics for atmospheric related research.
Keywords: atmospherics, dimensions of atmospherics, shopping behavior, S-O-R model
JEL Classification: M31, M39
1. Introduction
The concept of atmosphere is ambiguous and in the same time is a commonly used term both in everyday life and in the business context. In spite of several efforts to define this concept, the meaning of the term still remains vague, nonetheless, atmosphere remains important and it really counts.
In the context of a retail store, "atmospherics" refers to aesthetics and ambiance of the store. The atmospheric cues such as color, music, lighting, smell, crowding, window displays and store font reflect the store atmosphere and play an important role in shoppers' perception and evaluation of the store at large (Dabija, B.bu., 2012: 168). Ideally, retail stores should be perceived to be pleasant and moderately arousing. Stores with pleasant and moderately arousing atmospheres are likely to contribute to the overall favorableness of the store and affect buyer behavior in a positive way (Chebat, Sirgy, 2010).
In the marketing literature stream many articles examine atmospheric effect on shopping behavior (Kotler, 1973; Areni, Kim, 1994; Herrington, Capella 1996; Turley, Milliman, 2000). Today many retail marketers view the store environments as increasingly important to satisfying their customers by providing a positive total shopping experience and use as a communication tool to position the store in the consumers' mind (Levy, Weitz, 2001). In a competitive market, marketing researchers realise that if consumers are influenced by physical stimuli experienced at the point of purchase, then the practice of creating influential atmospheres should be an important marketing strategy for most exchange environments (Turley, Milliman, 2000). Atmospheric planning can make the difference between business success or failure (Bitner, 1990). Physical shopping environments...