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Exploratory study reveals emotional responses and retail atmosphere influence behavioral outcomes in shoppers.
Retail atmosphere is often explained by looking at emotional, or affective responses, and at attributes, or functional characteristics. A more complete conceptualization of retail atmosphere adds a third dimension: psychological shopping climate qualities. These dimensions arise as the customer evaluates his or her perceptions of the retail experience and constructs the meaning of the environment. An exploratory study of shopper evaluations confirms the existence of a distinctive dimension reflecting psychological shopping climate in addition to the traditional dimensions of affective and functional qualities. These three dimensions of atmosphere are shown to relate to important attitudinal and behavioral outcomes among customers.
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Wright et al. (1999) studied this question.
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