Abstract
The conceptual framework for our analysis is the approach to environmental psychology first introduced by different authors in 1974. Subsequently in 1982 this concept was applied to retail outlets so as to better understand the effect on consumers of atmospheric stimuli experienced in a physical store. Following the developing trend from traditional marketing to new online sales channels, various authors have sought to transfer and validate these theories with virtual outlets or e-stores, so as to validate them in a context of e-commerce. Our study thoroughly analyses and reviews the most widely accepted models in the study of the influence of sales atmospherics on consumer behavior in physical store environments, and the adaptation and application of such models to today’s omnichannel shopper behavior, where shopping environments combine physical sales settings with new digital sales atmospheres.
Highlights
The internet offers companies a great opportunity to enlarge their customer base by marketing their products and services online, in what is known as “e-commerce.”In this regard many companies which had focussed their efforts on traditional physical channels are adding online channels in a multichannel strategy
In products and services with more complex purchasing cycles, as shoppers work through the various sub-stages of the buying process, they are influenced by many factors, notably (1) characteristics intrinsic to consumers and shopping experiences, (2) in-store stimuli, and (3) out-of-store stimuli, as well as learning based on observation and comparisons
The authors are without doubt pioneers in analyzing, from the sphere of psychology, individuals’ response to influential environmental stimuli
Summary
The internet offers companies a great opportunity to enlarge their customer base by marketing their products and services online, in what is known as “e-commerce.”In this regard many companies which had focussed their efforts on traditional physical channels are adding online channels in a multichannel strategy.
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