The influence of atmospherics general interior variables on shoppers’ emotions and behavior

ABSTRACT

This study applies a systematic categorization of general interior variables (GIV) to conduct a comprehensive evaluation of the shopping sensory environment. A survey-based study focusing on the impact of the shopping mall GIV on shopper behavior while considering the mediating role of shoppers’ emotional states is reported. Results indicate a direct impact of positive attitudes towards color schemes, mall lighting, scent and temperature on shopper satisfaction and/or the desire to stay at the mall. Regarding the effect of emotional states, pleasure and arousal mediate the relation between several variables and the studied outcomes. Implications for theory and retailers are discussed.

KEYWORDS:

• Atmospherics
• general interior variables
• emotional states
• pad scale
• shopper satisfaction
• shopping malls

Acknowledgments

The first author was funded by the “Global Platform for Syrian Students”, and would like to thank President Jorge Sampaio and Professor Helena Barroco for their continued support.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Maher Georges Elmashhara

Maher Georges Elmashhara holds a Ph.D. in Business Administration with a specialization in Marketing from the University of Minho (Portugal). His research interests focus on consumer behavior and psychology, sensory marketing, and retailing. His work has been published in the International Journal of Retail & Distribution Management, and the Journal of Consumer Marketing, and has presented in major international marketing conferences including the Academy of Marketing Science World Marketing Congress, and the Recent Advances in Retailing and Consumer Services Conference.

Ana Maria Soares

Ana Maria Soares is an Assistant Professor of Marketing and Strategic Management at the School of Economics and Management, University of Minho, Portugal. She conducts research on consumer behavior and international marketing/strategy. She has published in several international peer-reviewed journals including the Journal of Business Research, the International Journal of Consumer Studies, the Journal of Research in Interactive Marketing, the International Journal of Retail & Distribution Management and the Journal of Consumer Marketing.