The impact of an exciting store environment on consumer pleasure and shopping intentions

• Autores: Jonas Holmqvist, Renaud Lunardo
• Localización: International journal of research in marketing, ISSN 0167-8116, Vol. 32, Nº 1, 2015, págs. 117-119
• Idioma: inglés
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• Resumen

  • In this paper, we reinvestigate whether a stimulating store environment is beneficial or whether it could have a negative effect on consumers. Consistent with previous studies we find that the answer lies in the consumer's motivational orientation: a stimulating in-store experience has a positive effect on pleasantness and shopping intentions for consumers with a recreational motive while at the same time having a negative effect on both pleasantness and shopping intentions for task-oriented consumers.