Atmospherics, Attitudes and Behaviour: Modelling the Impact of Designed Space

Abstract

The concept of atmospherics is discussed and redefined with service and product retailers in mind. A systematic aproach for investigating designed environment-behaviour relationships is then presented in the form of the indirect effects model. Utilizing techniques of design appraisal, measuring emotional states and service assessment, this model offers a framework for eliciting and evaluating the effects of the retail store or branch environment upon its users. To illustrate the approach and its practicality, the model is applied to the retail financial services sector, comparing the effects of modern and traditional-style bank branch designs upon customer opinions and behaviour. Preliminary analyses of over 2000 responses, from customers of eighteen different branches of five major UK banks involved in a survey, suggest that the modern styles have a more favourable impact on customers; some explanations for this outcome are offered. The direct implications of the approach and the value and use of the information generated are discussed. The potential applicability of the indirect effects model to various other designed retail settings is then indicate.