Merchandising/Marketing/Retailing: Branding

Consumer Response to Exterior Atmospherics at a University-Branded Merchandise Store

Authors: Karen H. Hyllegard (Colorado State University) , Jennifer Paff Ogle (Colorado State University) , Ruoh-Nan Yan (Colorado State University) , Kevin Kissell (Colorado State University)

Abstract

The purpose of this study was to investigate the influence of landscaping, a store greeter, and an electronic kiosk upon college students’ responses to a university-branded and owned merchandise store located in a downtown shopping district. The research was informed by the Stimulus-Organism-Response (S-O-R) model (Mehrabian & Russell, 1974), which proposes that consumers' emotional responses to a physical store environment mediate how the environment shapes their patronage behaviors.

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How to Cite: Hyllegard, K. H. , Ogle, J. P. , Yan, R. & Kissell, K. (2015) “Consumer Response to Exterior Atmospherics at a University-Branded Merchandise Store”, International Textile and Apparel Association Annual Conference Proceedings. 72(1).