Atmospheric cues and their effect on the hedonic retail experience

Abstract

Purpose The purpose of this paper is to examine the role of atmospherics in the creation of an hedonic retail experience by comparing the perceived differences between a retail environment attempting to provide an hedonic experience and one with a more utilitarian focus. Design/methodology/approach A qualitative methodology was employed, using protocol analysis and in‐depth semi‐structured interviews that were conducted with ten participants. Findings The paper highlights several atmospheric cues and their influence on the hedonic retail experience. The first category of cues – attractive stimuli – were those cues that attracted attention, exciting the participant and eliciting approach behaviours. The second category – facilitating stimuli – included those cues that were necessary in order to facilitate product engagement. Originality/value The paper provides a broad categorisation of atmospheric cues, providing factors that shop designers can be aware of when creating a store with the hedonic experience in mind.