Abstract
The design of retail stores and shopping environments is critical to attracting customers and maintaining profitability. Over the years, research on retail design and atmospherics has been almost completely focused on store interiors. This research shortfall is unfortunate given the increasing focus of savvy retail managers on brand building and the creation of sustainable competitive advantage through exterior store architecture, outdoor lifestyle centers, and urban shopping districts. In order to stimulate research in this important, yet under-researched topic area, we synthesize literature from a number of domains and provide a conceptual framework that examines the impact of outdoor atmospherics on shoppers’ psychological and behavioral responses. After presentation of this framework, we discuss implications for practice and potential avenues for future research.
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