Using warmth as the visual design of a store: Intimacy, relational needs, and approach intentions
- Authors
- Baek, Eunsoo; Choo, Ho Jung; Lee, Seung Hwan (Mark)
- Issue Date
- Jul-2018
- Publisher
- ELSEVIER SCIENCE INC
- Keywords
- Store atmospherics; Visual design; Warmth; Retail environment; Relational needs; Sensory marketing
- Citation
- JOURNAL OF BUSINESS RESEARCH, v.88, pp.91 - 101
- Indexed
- SCIE
SSCI
SCOPUS
- Journal Title
- JOURNAL OF BUSINESS RESEARCH
- Volume
- 88
- Start Page
- 91
- End Page
- 101
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/191497
- DOI
- 10.1016/j.jbusres.2018.03.013
- ISSN
- 0148-2963
- Abstract
- Store design involuntarily affects consumer's thoughts and behaviors. Retailers use color and material to project a certain visual, modifying the environmental perceptions of a consumer's store experience. Although, a knowledge gap exists on how visual representations of warmth (via design elements) influence consumers in a retail context. In a series of three experiments, this research seeks to address this gap. Corresponding to as-similative effects of warmth, Study 1 shows a visually warm (vs. cold) store design induces intimacy. Based on complementary effects of warmth, Studies of 2A and 2B report a visually warm (vs. cold) store design is preferred only for consumers with high relational needs. Study 3 presents a boundary condition which reveals that our results do not hold for luxury brands. Together, the results provide valuable insights from a theoretical and managerial perspective on how retail spaces via design can influence consumers as nonverbal communication.
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