Environmental Simulation Techniques in Retailing: A Review from a Store Atmospheric and Customer Experience Perspective

This study has two particular research objectives: firstly, the authors complement the information that was already provided by Turley and Milliman with one extra criterion, namely the ‘representation medium’ that has been used in all the store environmental studies which were discussed in their review paper. As we will illustrate later in the chapter, these representation media range from the use of a verbal description of a particular environment, over research based on participant’ s memories of a last store visit, research based on participant’ s visualization of a last store visit, the use of one or multiple photographs, a video, up to a visit to a lab setting or a visit to an actual retail store environment. A second research objective is to ‘update’ the findings concerning the different media of representation used in research in retail stores, in time over the two decades after Turley and Milliman’ s [3] review article. While reporting on the findings of the literature review, two research questions will be addressed: namely, (1) is there any pattern or evolution noticeable in the use of several media of representation over time? and (2) can the advantages and disadvantages of these representation media offer explanations for noticeable evolutions in representation media?

ISBN:978-1-80071-580-6

Jaar van publicatie:2021

Trefwoorden:environmental simulation techniques, retailing, store atmospherics, ecological validity

Toegankelijkheid:Closed