This manuscript investigates how curvilinear (organically curved) retail designs influence consumer behavior, extending traditional views of retail performance beyond brand strategy, pricing, and operations to include environmental psychology. Grounded in the Stimulus-Organism-Response (SOR) model, biophilic design theory, and store atmospherics, this research demonstrates that curved store layouts, fixtures, and point-of-purchase containers enhance store and product attractiveness, elevate expected product cost, and increase purchase intent. Overall, curvilinear elements act as subconscious biophilic cues, eliciting positive affect and approach behaviors that drive consumer engagement. Experimental findings across multiple retail settings indicate that curved designs can increase perceived value, enhance perceived cost, and improve the likelihood of purchasing a given product, thereby creating opportunities for premium positioning. However, implementation must consider product compatibility and operational challenges. By spanning atmospheric dimensions from architectural layout to display design, this research offers actionable insights and theoretical contributions, highlighting the strategic potential of curvilinear aesthetics in retail environments.
Matthes et al. (Mon,) studied this question.