Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer

Abstract

Can the retail atmosphere be useful in developing long-lasting relationships with consumers? This research addresses this question by investigating the impact of positive and negative affect associated with ambient environmental conditions. A key dependent variable is conceptualized and validated and captures the proportion of business a customer spends in one location relative to a store's direct competitors. Structural equation results suggest that both positive affect and negative affect impact this measure, but the impact is facilitated through both feelings' relationship with hedonic and utilitarian shopping value.