EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Effects of Store Atmosphere on Shopping Behavior

Natalie Fortune
Spring Hill College

EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Abstract
The goal of this research paper was to find out if the atmosphere of retail stores can affect
the customers shopping behavior. Store atmospheres are becoming an important marketing tool
for the total product. A stores atmospheric factor of lighting, color and music can greatly affect
the customers mood which in turn can cause an increase or decrease in time spent in the store,
money spent in the store and store patronage.
This research project uses qualitative and quantitative data to find out if atmospheric
factors of lighting, color and music can influence the customers mood and shopping behavior.
Secondary research was taken from scholarly articles, trade journals and case studies to help gain
knowledge about various atmospheric factors and how they can affect a person. The theory used
for this research project was Mood-Congruent Judgment Theory which helped to describe how
certain moods can affect shopping behavior and purchase intention.

EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Introduction
Throughout history, many people have come to believe that when purchasing a product,
the only important factor is the product itself. Although the product is very important, there are
many other factors that play a role in purchase intention, such as the store where it is bought or
consumed. The store, or more specifically, the atmosphere of the store, can be more influential in
the purchase process than the product itself. Today, there is a stronger emphasis on store design,
location and atmosphere as a marketing tool for the product. The influence of the store
atmosphere plays an enormous role on purchase intention and the amount of time and money a
consumer spends in a store. Through the atmosphere of a store, the consumer can determine
whether they want to continue with their patronage to the store.
The atmospherics, the effort to design buying environments to produce specific emotional
effects in the buyer that enhance his purchase probability, can have a tremendous positive or
negative effect on a customers decision to make a purchase in retail stores (Kotler, 1973). To
effectively design a store atmosphere to benefit the owner and the consumer, there must be
knowledge about their target customers preferences in retail atmospheres. When walking into a
store, the consumer is overwhelmed with sights, smells and noises, which need to be strategically
placed throughout the store to create positive energy that will lead to customer purchases and
store patronage. Store owners spend thousands of dollars on store design and in order to spend
their money wisely, they must know the behaviors of their customers. Researching the intended
customers preferred atmospherics can be very beneficial to the store owner as well as the
consumer for the reason that positive energy can lead to more time and money spent in the store.

EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Purpose
With the growing idea that a store atmosphere can affect a consumers purchase intention
and time spent in the store, it is necessary to understand which atmospherics are necessary to
adapt. This research paper will determine the essential atmospheric factors that can influence
consumers purchase intention. Many studies have been conducted to determine what affects
consumers behaviors using the Mehrabian-Russel Model, which explains approach and
avoidance behaviors. Studies in the past have shown that lighting, music and color can affect a
customers mood and buying habits. This idea leads to the theory that will be applied during this
study: the Mood-Congruent Judgment theory. This theory states that our judgments are biased
by our moods, therefore a positive mood can lead to positive judgments and a negative mood can
lead to negative judgments (Isen, 1978). Throughout the research paper, secondary research will
provide confirmation that atmospherics are most important when designing a retail store.
Rationale
This research topic is worthy of study and may make a significant contribution to past
research about store atmospherics affect on consumer mood and purchase intention. This study
will help to explain which atmospheric factors are most importantly noticed and taken into effect
when shopping. There are multiple factors that can be addressed, however there are three factors
which most strongly affect a consumers purchase intention and patronage: lighting, music and
color.

EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Research Question
Can the use of regulated music, lighting and color in stores be utilized to influence
shoppers buying habits?
Literature Review
Atmospherics have been neglected as a marketing tool because there is a belief that the
product is the only factor that affects consumers (Donovan & Rossiter, 1982). The consumer
responds to more than just the tangible product, such as shoes or a dress, they respond to the total
product, which includes the place where it is bought or consumed. When asked the important
factors of a store, the atmospherics are often at the bottom of the list following the store hours,
parking, price and service (Donovan & Rossiter, 1982). Although not always considered
important, the atmosphere of the store creates a silent language which can affect a consumers
mood and emotions (Kotler, 1973). This mood and emotion can greatly change the consumers
purchase intention and patronage to the store. According to Donovan, Rossiter, Marcoolyn and
Nesdale, unplanned spending is a result of the desire to ease negative emotions (Donovan,
Rossiter, Marcoolyn & Nesdale, 1994). Controlling a customers emotions can be done in
various ways while in a retail setting.
Environmental Stimuli/ Mehrabian-Russell Model
Many different emotions and feelings arise when walking into a store. As humans, every
environmental stimulus can hit a specific emotion and immediately change our mood. The
Mehrabian- Russell Model studies the effects of store atmosphere on shopping behavior by using
a Stimulus-Organism-Response (S-O-R) pattern. This pattern shows a relationship between

EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

stimuli and responses (Donovan & Rossier, 1982). The responses to the environment can be
considered approach and avoidance behaviors (Donovan & Rossiter, 1982).

Summary of the Mehrabian- Russell Model (Donovan & Rossiter, 1982)

These behaviors are triggered when humans are experiencing different emotions. There are four
aspects to approach-avoidance behaviors. They include the desire to physically stay in or to get
out of the environment, a willingness to explore the store or stay lifeless, a willingness to
communicate with others in the store or a tendency to remain in one location and avoid others
and enhancement or hindrance of performance (Donovan & Rossiter, 1982). These approach
and avoidance behaviors can be related to ones patronage to the store based on their experience
in the store. According to Schlosser, A stores atmosphere can be considered a social identity
appeal for consumers patronage, (Schlosser, 1998). If the environment strikes good emotions
and moods, the consumer would want to approach the store and continue coming back. If it
strikes bad emotions, the consumer would want to avoid the store and most likely never return.
According to Markin, Lillis and Narayana, the space productivity of a store may create
certain emotions as the consumer enters the store. The layout of the store can guide the
consumer in different directions by the way the furniture is placed, the colors that are shown and
the dcor of the retail environment (Markin, Lillis, Narayana, 1976). For example, if an area is
too crowded, the consumer may avoid that area and walk to a new section of the store. This may

EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

create a specific emotion in the consumer that they may not have expected. In the article
Social-Psychological Significance of Store Space, Markin, Lillis and Narayana stated Space
affects customer behavior because of territory and personal distance. Humans naturally defend
their territory as a form of displaced aggression, (Markin, Lillis & Narayana, 1976). If the
customer feels that someone is too close to them or in their personal space, they may feel
emotions of aggression and discomfort and avoid that area of the store. This can cause the
customer to dislike the store and not want to return. Sociofugal is the dividing of space and
dispersing of people, while sociopetal is drawing together or attracting people to one point.
These tactics are important to consider while designing a retail store (Markin, Lillis & Narayana,
1976). If the store is correctly designed and the store layout is functional, good emotions can be
created. The layout can direct the consumer around the store in an efficient manner which may
create positive pleasure, arousal and dominance.
According to Donovan and Rossiter, the Mehrabian-Russell Model uses three basic
emotional responses to describe the approach-avoidance behaviors: pleasure, arousal and
dominance.
Pleasure --- Displeasure
Arousal --- Nonarousal
Dominance --- Submissiveness
Pleasure and displeasure refers to a persons happiness and satisfaction; arousal and nonarousal
refers to a persons excitement; alertness and activity in a situation; and dominance and
submissiveness refers to the extent to which a person feels in control or free to act (Donovan &
Rossiter, 1982). Different environments generate different behaviors. For example, in a pleasant
environment, the greater the arousal, the greater the approach behavior, whereas in an unpleasant

EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

environment, the higher the arousal, the greater the avoidance behavior (Donovan & Rossiter,
1982). As Donovan and Rossiter explain, moderate arousal enhances approach behaviors,
whereas very low or very high arousal leads to avoidance behaviors.

Two Dimensions of Emotion and Eight Major Emotional States (Donovan & Rossiter, 1982)

Color arrangements, store layouts, noise levels, lighting and in-store promotions evoke emotional
responses that result in approach and avoidance behaviors (Donovan & Rossiter, 1982). The
Mehrabian-Russell Model explains that all emotional states can be represented by a combination
of pleasure and arousal (Donovan & Rossiter, 1982). There are many different atmospherics that
factor into a consumers store experience that can trigger approach and avoidance, or pleasure
and arousal.
Store Atmospherics
McGoldrick and Pieros state, A stores atmosphere creates a retail image in the
shoppers mind, which is based on the atmospherics of the store (McGoldrick & Pieros, 1998).
The main sensory channels are sight, sound, scent and touch. These sensory channels are
activated by light, music, color, scent and furniture. The internal and external features of a store
influence consumers attitudes and behaviors towards the store (McGoldrick & Pieros, 1998).
Another feature that influences consumers attitudes is ambient factors, which includes
background characteristics such as lighting, color, music, noise and scent (Lam, 2001).

EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

According to Sellke, Lighting control can personalize a space and help create just the
right mood or ambiance for any activity, (Sellke, 2014). Lighting control is important because
poor lighting can cause discomfort and eyestrain if it is too bright. Artificial light receives
negative responses because of discomfort, eyestrain and headaches (Niedzwetzki, 1991). Natural
lighting has been found to be the most effective and reasonable form of lighting. The only side
effect of natural lighting is eyestrain, which can be caused by any form of lighting (Niedzwetzki,
1991). Incandescent lighting is the preferred form of lighting because of its various forms. It
has a variety of wattages, shapes, sizes and colors. Incandescent lighting is relatively cheap and
is compatible with dimmers, which are very useful in retail settings. The downside to
incandescent lighting is the lack of energy efficiency (Sellke, 2014). Another form of lighting is
halogen lights. They are an improved version of incandescent lights that produce a bright and
warm light that lasts longer and is more energy efficient, while working well with dimmers
(Sellke, 2014). The final preferred option of retail lighting is Light Emitting Diode (LED) lights.
They are the most energy efficient lighting source and are expected to last over 50,000 hours.
They are only accessible with specific dimmers for better results (Sellke, 2014). Lighting is
important for keeping the customer comfortable and relaxed, as well as to accentuate the dcor
and colors in the store.
According to McCammon, No branding tool is more powerful than color,
(McCammon, 2014). Labrecque and Milne state, Marketers can strategically use color to alter
brand personality and purchase intent as well as likability and brand familiarity, (Labrecque &
Milne, 2010). Color has effects on customers by attracting them and shaping their perceptions of
the store. It can form relationships with customers, establish a visual identity and position itself
among competitors (Labrecque & Milne, 2010). Color can transform something into an

EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

emotional experience by stimulating desire and trust (McCammon, 2014). White can be linked
with sincerity, purity, cleanness, simplicity, peace and happiness. Yellow elicits feelings of
optimism, extraversion and friendliness. Pink can also be linked with sincerity and therefore, the
presence of white, yellow and pink is perceived by sincerity of a brand (Labracque & Milne,
2010). Red and orange can be considered a stimulating color that links to excitement and
arousal, although orange is less than red. Blue is found to be the most preferred color, which
makes the customer feel calm (Niedzwetzki, 1991). It is also linked to competence, intelligence,
communication, trust, efficiency and logic. Brown is related to seriousness, reliability and
support, therefore Labracque and Milne found that competence of a brand is positively affected
by blue and brown. Black represents sophistication and glamour. It is a powerful color that
signals dignity, status, elegance and richness. Purple also represents sophistication and royalty;
therefore it has been linked with black to create a perceived sophistication of a brand (Labracque
& Milne, 2010). Green is linked with nature and creates a feeling of security; therefore the
ruggedness of a brand is positively affected by green (Labracque & Milne, 2010). Color is not
the only factor that has an important influence on brand personality and influences likability and
familiarity.
According to Jha, Singhand KP, Music can be a powerful primary element in creating or
enhancing sensory experiences of shoppers and serve as a powerful connection to our emotion,
(Jha, Singh & KP, 2014). Music can affect a consumers attitude, mood, emotion and behavior.
Jha, Singh and KP explain that the right music brings positive returns to marketing efforts in
terms of sales, purchase intentions, satisfaction, duration of stay and store image. Music can also
have affects of discomfort on customers. According to Turley and Chebat, a study found that
younger shoppers will spend more money if there is background music with no lyrics, while

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

older shoppers will spend more money if there is foreground music with lyrics (Turley & Chebat,
2002). The atmospheric factors of lighting, color and music are important for affecting the mood
of the customer. If they are planned correctly, these factors can change the purchase intention,
shopping behaviors and patronage of a customer.
Mood-Congruent Judgment Theory
Mood-Congruent Judgment Theory states that our judgments are not cold and logical;
they are biased by our moods (Isen, 1978). Mood Congruent Judgment refers to a match in
valence between a persons mood and his or her thoughts (Mayer, 1992). When we are in a good
mood, we tend to see things in a friendlier and happier light; as a result, our judgments are more
positive. Similarly, if we are in a bad mood, we tend to perceive things as bad. Moods can be
affected by environmental factors of light, color and music (Isen, 1978). To influence customers
in a positive way, there is a necessity to put them in a good mood and sway their judgment.
Working to get a customer into a good mood is crucial for a retail business so they will spend
more time and money in the store. Once their perception and experience in the retail store are
positive, their store patronage will increase. Good moods lead to positivity and happiness.
Certain colors, lighting and music can influence a customers mood which will determine their
judgment of the store. If the customer is put in a good mood by the atmospherics of the store,
there is a likely chance that they will stay in the store longer, purchase more and build store
patronage. As well as if the customer is put in a bad mood by the atmospherics, they are less
likely to remain in the store and ever come back.

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Methodology
The researcher proposes the use of focus groups and questionnaires to evaluate the effects
of a stores atmosphere on shopping behavior. The participants being studied will be ages 18
and up. Only females will be asked to participate in the study. The participants will be students
from Spring Hill College and simple random sampling, where every 5th female will be asked to
participate. Once ten participants are found the sampling will be completed. The focus group
will take place in a reserved room in the Student Center at Spring Hill College.
An application will be submitted to the Institutional Review Board to apply for exempt
status three weeks prior to conducting the focus group questionnaire and reserving a room for the
study (Appendix A). After the IRB has accepted and exempt the research project to ensure that
no participants will be harmed, a room in the Student Center will be reserved for two different
dates and times. There will be a questionnaire developed from past similar research studies. The
questions will be transformed to work with this particular research project. There will be 19
questions on the questionnaire that will ask participants to evaluate specific store atmospheres.
Each question will analyze different aspects of the atmosphere, such as the color, lighting, music,
furniture arrangements and salesmen behavior.
There will be two focus groups conducted with 5 participants in each group who have
received and signed consent forms (Appendix B). The participants will be given two different
dates and times to attend the focus group. Each participant will come to a certain focus group
based on the time that is best for them. Each focus group will consist of three different detailed
descriptions of a retail atmosphere (Appendix C).

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Once the participants have arrived to the selected time and location, they will sit quietly.
The researcher will explain to them the purpose of the focus group and the research project. The
participants will be told that there are no favored results and to answer what they believe to be
true. The participants will then sign the consent form and turn it in to the researcher. They will
each receive a questionnaire to look at while listening to the store description (Appendix D).
The description will be in order of the questions on the questionnaire. The participants will be
asked to complete the questionnaire immediately after hearing the full description. After
completion, the participants will submit their questionnaire in a closed envelope. The researcher
will then read aloud to the focus group participants the first detailed description of the store. One
description will be read at a time. Once the first description and set of questionnaires is
complete, the researcher will move onto the next description. The participants will then fill out
the second questionnaire. Following the second questionnaire, the third description will be read
and the final questionnaire will be completed. The participants names will remain anonymous
and there will be no way to identify whose questionnaire is whose. Once the final questionnaire
has been submitted, the participants will be asked three different questions to have a group
discussion:
1. Tell me about a specific shopping experience that you enjoyed and why?
2. What are factors of an ideal store you would like to shop in?
3. If your friend was opening a retail store, what atmospheric factors would you suggest to them?
During the discussion, notes will be taken by the researchers assistant (Appendix E). Each
participant will give their input on the question. Once the discussion is over, the applicants are
free to leave.

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Once the focus groups are completed, the questionnaires will be closely reviewed by the
researcher and data will be recorded and analyzed by thematic analysis and hand coding. Certain
questions that directly relate to the research question will be tested with other questions from the
questionnaire. There will be multiple combinations of questions tested to get the most valuable
results possible. The data will be organized by various atmospherics, which will help determine
the outcome of the focus groups. The data from the questionnaires will be compared with the
notes taken from the discussion. There will be themes determined and analyzed with the
questionnaire questions.
The researcher expects to find a direct correlation with the atmospherics and the mood of
the participant or consumer. Specifically, that regulated music, color and lighting for a specific
clientele can benefit a stores sales and encourage consumers to spend more time and money in
the store.
Results
The first focus group took place on Monday, November 10, 2014 at 8:30 PM on the
second floor of the Student Center. There were 5 participants that attended the first focus group.
The second focus group took place on Monday, November 10, 2014 at 9 PM on the second floor
of the Student Center. There were 5 participants that attended the second focus group.
After the focus groups have been completed, there will be a hand coded thematic analysis
of the questionnaires and the discussion. There will be qualitative and quantitative data to be
analyzed from the ten questionnaires and three discussion questions. The questionnaires were
analyzed and the greatest number of similar answers was recorded.

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

15

The similar answers from the first store description are as follows. The researcher found
that 50% of participants believed the store to probably be enjoyable to shop in. Every participant
would like to spend a few minutes to half of an hour in the store. 50% of the participants would
not avoid having to return to the store. 40% of participants would avoid looking around the
store. 60% of participants stated they did not like the store environment. 50% stated the store
environment would not make them spend more money than intended. 70% of participants
enjoyed the music (Figure 1). 60% of least enjoyed the lighting and 80% of participants would
change the lighting (Figure 2). 70% stated they would probably feel comfortable shopping in
this store. 70% also stated that the music is probably too loud for them and 40% said the music
is appropriate for the environment while 50% said it is not appropriate. 40% of participants said
the colors are not too vibrant but the lighting is not appropriate or not at all appropriate. 30%
stated that the furniture was appropriate as well as 30% said it was not appropriate.

8
7

Most Enjoyable Atmospheric Factor

# of Participants
(Out of 10)

6
5
4

Store #1

Store #2

Store #3

1
0
Music

Color

Lighting

Furniture

Overall
Environment

Atmospheric Factor

Figure 1: This chart shows which atmospheric factors are most enjoyable in each store
environment.

EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

16

The second store description results found that 50% of participants would probably enjoy
the store and 40% would enjoy the store. 60% would spend half of an hour in the store and 60%
would not avoid going back to the store. 70% of participants recorded that they would not avoid
looking around the store. 50% liked the environment while 40% probably like it. 40% stated
they would or probably would spend more money in the store. 60% of participants said they
enjoyed the lighting the most (Figure 1) and 30% stated they least enjoyed the music in the store
(Figure 2). 30% of participants would change the music and 30% said they would change the
furniture. 70% felt very comfortable in the store. 40% stated the music was appropriate and
60% said the colors were not too vibrant. 60% of participants agreed that the lighting was
appropriate and 40% stated that the furniture was probably appropriate.

Least Enjoyable Atmospheric Factor

# of Participants
(Out of 10)

6
5
4
Store #1

Store #2
2

Store #3

1
0
Music

Color

Lighting

Furniture

Overall
Environment

Atmospheric Factor

Figure 2: This chart shows which atmospheric factors are least enjoyable in each store
environment.
The final store description results are as follows: 40% of participants very much liked the
store and 50% probably liked the store. 80% would spend half of an hour in the store and 70%

EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

would not avoid going back. 70% participants also stated that they wouldnt avoid looking
around. 50% of participants liked the environment very much, although 40% wouldnt spend
more money than they anticipated. 50% of participants stated that the overall environment was
most enjoyable (Figure 1). 60% said the colors were least enjoyed (Figure 2) and 70% would
change the colors. 60% of participants would feel comfortable in the store and 50% said the
music wasnt too loud. 40% said the music was appropriate or probably appropriate. 80% of
participants believed the colors were not too vibrant and 50% said the lighting was appropriate.
80% of participants also said the furniture was appropriate.
The responses from the first focus group to the first discussion question, Tell me about a
specific shopping experience that you enjoyed and why? included multiple factors that the
participants enjoyed. Participant 4 stated that she likes lots of lighting and when the salesman
keeps to themselves and leaves the participant alone. Participant 1 stated that she likes when
the salesman takes your clothes out of your hand and puts them in a dressing room for you.
Participant 2 said she is more attracted to stores that have unique decorations and participant 3
said she likes then the store is more open and there isnt much furniture but maybe a chair by the
dressing room.
Responses from the second focus group to the first discussion question include
participant 6 stating that she likes when the windows are open and there is lighting from outside.
Participant 7 explained that she likes gentle music in the background but songs that you know.
Participant 8 stated that she likes when the workers take her clothes to a dressing room while she
is still looking around. Participant 10 agreed with participant 8 and said she does not like when
the salesman is too standoffish. Participant 9 disagreed and stated she likes when the salesman is

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

not too talkative. When furniture was mentioned, participant 9 stated she doesnt care where the
furniture is as long as its not in the front.
The first focus group responded to the second discussion question, What are factors of
an ideal store you would like to shop in? stating that participant 2 likes the store to be decorated
with neutral colors. Participant 1 stated she likes when the racks are lining the sides of the store
and has nothing in the middle to walk around. Participant 3 agreed and said she likes when there
are shelves against the walls. Participant 4 stated she likes when there is lots of lighting in the
store and participant 5 likes if there is maybe one table with jewelry on it and all of the clothing
hanging on racks.
The second focus group responded to the second discussion question stating that
participant 7 thinks the people, music and lighting are most important. Participant 8 likes warm
light colors in the store, nothing too bright or dark. Participant 9 stated she likes when there is a
lot of lighting and when the music is low and not turned up too loud. Participant 6 said she likes
when there are a couple racks in the store and they are very spread out. Participant 10 disagreed
with participant 6 and said she likes when there are more racks and a lot of clothes to look
through but not too much.
When read the third discussion question, If your friend was opening a retail store, what
atmospheric factors would you suggest to them? In focus group one, participant 3 stated she
would tell her friend to have natural colors. Participant 4 explained that if it was a younger store
then she would have younger music. Participant 1 stated she would have not too many different
scents in the store because that could give people a headache. Participant 5 said she would

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

suggest that the music is not turned up too loud and participant 2 said she would suggest cute
decorations.
Focus group two responded to the third discussion question by participant 6 suggesting
that the salesmen greet the customer but dont talk to them too much. Participant 9 agreed with
participant 6 and said they should be welcoming and go out of their way to help the customer.
Participant 8 stated that she would tell her friend to have multiple sizes of clothing for bigger and
smaller people. Participant 10 stated she should have minimal decorations because they are
distracting, but the decorations should stand out. She also suggested that the clothes be used as
decoration. Participant 7 suggested neutral and warm colors and lots of natural lighting.
Participant 6 said she does not like when there are couches in the store and participant 9 agreed
and suggested maybe comfortable chairs with one pillow on each. Participant 10 said she hates
curtains as the dressing room doors, but likes when there are lots of hooks and a chair in the
dressing room.
After analyzing the results from the focus group and questionnaires, the respondents
would spend the most amount of time in Store 2. Store 2s environment was liked the most out
of the three store atmospheres. Store 2s environment would very much or probably make the
participants spend more money than they set out to spend. Out of the three stores, the music in
Store 1 was most enjoyed, which was Todays Hits. The lighting in Store 2 was most enjoyed
out of the three which had the lights on and the sunlight shining bright through the windows.
Out of the three stores, Store 3s overall environment was most enjoyed. The least enjoyed
factor from Store 1 is the dim lighting with no sunlight coming through. The least enjoyed music
was in Store 2, which is the quiet background music with no lyrics. The least enjoyed colors
were in Store 3, which was a darker color. Participants would change the lighting in Store 1, the

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

music and the furniture in Store 2and the colors in Store 3. Most participants said they would feel
most comfortable in Store 2s environment. In Store 1 the music was probably too loud but the
genre was appropriate. The music in Store 2 and 3 was not too loud and the genre was
appropriate for the store setting. The colors in Store 1, 2 and 3 were not too vibrant and
distracting. The lighting in Store 1 was not appropriate and not at all appropriate. In Store 2 and
3, the lighting was very much appropriate. In Store 1, the furniture was split between the
participants, saying that it was very much appropriate or not appropriate, which referred to the
multiple racks placed throughout the store but out of the way. Store 2s furniture, which was
minimal seating and racks covering the entire store, was probably appropriate. The furniture in
Store 3 was very appropriate with seating in the front and the back of the store and racks spread
out throughout the store.
The final four questions of the questionnaire asked the participants questions relating to
age, sex, monthly spending and amount of shopping they do. All participants were between the
ages of 18-25 and they were all females. 60% of participants spend under $200 a month and the
other four spend $300-$400 a month. The participants answers for the final question about the
amount of shopping they do varied among the questionnaires. In Store 1s questionnaire, most
participants shop once a week or once a month. In Store 2s questionnaire, most participants
shop once a week and in Store 3s questionnaire, most participants shop once a week as well.
After comparing the questionnaires and the discussion questions, the researcher learned
that the participants answers on the questionnaire related to the discussion answers. The results
showed that the participants believe that brighter lighting, lower background music that is
recognizable and neutral colors are most enjoyable when shopping in a retail store. These
atmospheric factors were most shown in Store 2, which the participants stated was most

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

enjoyable and they felt most comfortable. They also stated that Store 2 would and probably
would make them spend more money than they intended to spend.
Conclusion
The purchase intention of a customer relies on many environmental factors of the store.
According to past research, the factors of lighting, color and music can strongly affect a
customers mood, which in turn affects their judgment on purchasing the product. These factors
are often overlooked and not put into consideration when the business owner is designing the
store. Secondary research has lead to the conclusion that the Mehrabian-Russell Model explains
the approach and avoidance behaviors of customers. The atmospherics of the store, such as the
lighting, music and color can cause the customer to feel pleasure, arousal, or dominance in the
retail setting. These different factors can influence the customers mood which will lead to
approach or avoidance behaviors. If the customer feels that the store is approachable, their mood,
patronage and purchase intention may increase.
The different forms of lighting can have different affects on customers which will make
them more or less comfortable in the store. Different colors can create certain moods in
customers which can influence their perception and experience in the store. The choice of music
can also create a sense of comfort or discomfort. The music can change the customers mood by
influencing them to stay in the store longer or leave the store sooner. All of these factors affect
the consumers mood which is described by the Mood-Congruent Judgment Theory.
The Mood-Congruent Judgment Theory describes the affects of positive and negative
moods on positive or negative judgment. If the atmosphere of the store causes the customer to
be in a bad mood, they are more likely to avoid the store and vice versa. This theory relates to

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

the Mehrabian-Russell Model of approach-avoidance behavior of the consumer. The created
mood of the customer can create an overall perception of the store. If this mood is positive, the
customer is more likely to make positive judgments.
Based on past research, there is reason to believe that the proper lighting, color scheme
and choice of music in a retail store can benefit the store and customers in a positive way which
will result in an increase in sales and patronage to the store. Researching the clienteles
preferences is important when choosing the appropriate atmospherics for each store. When the
preferred atmospherics are chosen, this research can affect the retail industry and business
owners, as well as customers of these stores.
A study was conducted to test the effects of lighting, music and color on shopping
behavior in regards to the research question, Can the use of regulated music, lighting and color
in stores be utilized to influence shoppers buying habits? The focus group questionnaire and
discussion results showed that natural and bright lighting, neutral colors and low but
recognizable music is most preferred by females between the ages of 18-25. Through thematic
analysis, the researcher found many interesting results while comparing the questionnaire
answers and the discussion questions.
One interesting result the researcher found was that the majority of participants preferred
bright lighting. They enjoyed the lighting in Store 2 the most. The questionnaire results for Store
2 had a direct correlation between the two questions about spending more money than intended
and the most enjoyable factor, which was lighting. The participants stated that they would and
probably would spend more money than intended and they also answered that the lighting was
most enjoyable.

22

EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Another interesting result found by the researcher was the correlation between the
questionnaires and the discussion questions. The answers from the questionnaires were very
similar to the answers given during the discussion. The researcher was interested to hear that the
participants preferred more subtle decorations and colors. The participants also preferred a store
that has less racks and is more spread out.
The final interesting result found was the choice of music preferred by the participants.
The questionnaire results on preferred music were not very clear. In Store 1, the music was most
enjoyed, although most participants stated that it was probably too loud but it was appropriate.
In Store 2, the music was least enjoyable and most participants would change the music,
although the participants stated the music in Store 2 was not too loud and was very appropriate
for the store setting. Finally, in Store 3, the music was not too loud and it was very appropriate
or probably appropriate. In the discussion, the participants stated they preferred low background
music that is familiar to the preferred clientele.
From the results of the focus group, questionnaire, discussion and secondary research, the
researcher has come to believe that atmospheric factors can strongly affect a customers mood
which in turn will affect the customers patronage and perception of the store. Certain
atmospherics can result in an increase in purchase intention, although the whole atmosphere,
including the salesman and the content in the store, are very influential also. The MoodCongruent Judgment Theory and Mehrabian-Russell Model explain the mood of the customer
and how a specific mood can create different behaviors while shopping. The atmospheric factors
can help contribute to the mood created by the store.

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

The importance of this study was to show the correlation of atmospherics, mood and
purchase intention. The appropriate atmospheric factors for the intended clientele can create a
desired mood in the store which can cause an increase in purchase intention. This can result in a
more successful business and happier customers with more store patronage.
There were limitations during the study that created setbacks for the researcher. One
limitation was that the participants were only between the ages of 18-25. This created a smaller
window of answers because the participants are all very close in age. The researcher could not
reach out to possible participants of older ages because of the limited ages of college students.
Another limitation found was that all participants were females. The researcher found that male
possible participants were not interested in the subject topic and did not take it seriously enough
to give their time to participate. The researcher had a minor setback due to the reserving of a
room in the Student Center. An email was sent to Spring Hill College and the researcher never
received a response. This caused the focus group dates to be moved back. The researcher found
an empty room in the Student Center and contacted the participants immediately. The researcher
was glad to hear that all participants were able to make the scheduled times. A final limitation
found by the researcher was that the store descriptions were read aloud to the participants and not
experienced in real life. The participants could not get the full effect of the store atmosphere as
if they were in the store. They answered based on their preference from past experience. The
participants may not be able to fully answer question #6 on the questionnaire stating Is this the
sort of place you might spend more money than you set out to spend? The limitations found
were solved to the researchers best ability, although the study was not conducted as
productively as the researcher would have liked.

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Reflection
Throughout this semester in Senior Seminar, I have learned a lot about myself, as well as
a subject that I am very interested in. I have worked in many retail stores and always found the
different atmospheres very interesting. I never knew how much atmospheric factors could affect
a customer until this past year when I was working and playing a specific genre of music. I
noticed that a specific age group would look around but not spend as much time in the store
while that music was playing. I found this very interesting and wanted to know more about the
effect of moods and atmospheric factors. While doing this project, I was continuing to work in a
retail store and was changing atmospheric factors everyday to see if the results were different or
the same. I could not change the color of the store, although I could rearrange the furniture,
change the music and dim the lighting.
During this semester I learned that I can set goals for myself and stick to them. This class
contained a lot of research and time dedicated to my project. I had to give up things that I
wanted to do in order to complete my work. I am glad that I have learned more about this
subject because I have a great interest in retail and always have loved shopping and clothes.
I believe that I found good secondary research that related very well to my research
question. I also believe that my idea of a focus group with a description of a store and a
questionnaire and discussion following was a good idea, although I wish I would have had more
focus groups with a larger variety of ages and sex. I would have liked to introduce my
participants to an actual store environment; even though this was nearly impossible to find the
exact stores I was looking for and getting the participants away from campus all at one time.

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

If I had to do this research project over again I would have liked to have more ideas on
how to create a better way to assess my participants and the study. I would have liked to use
actual retail stores and provided an experience for my participants so the results would have been
stronger and more useful.

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Bibliography
Donovan, R. J., & Rossiter, J. R., (1982). Store Atmosphere: An Environmental Psychology
Approach. Journal Of Retailing, 58(1), 34.
Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store Atmosphere and
Purchasing Behavior. Journal Of Retailing, 70(3), 198-199.
Isen, Shalker, Clark, Karp. (1978). Mood-Congruent Judgment. Changing Minds.
http://changingminds.org/explanations/theories/mood_judment.htm
Jha, S., Singh, B., & K P, S. (2014). Consumer Perception Scale in Store Environemnt (CPS-SE)
for Measuring Consumer Buying Behavior. IUP Journal Of Marketing Management
13(3), 48-70.
Kotler, Philip (1973), "Atmospherics as a Marketing Tool, Journal of Retailing, 49 (Winter),
48-64.
Labrecquw, L., & Milne, G. (2012). Exciting red and competent blue: the importance of color in
marketing. Journal Of The Academy Of Marketing Science, 40(5), 711-727. doi:
10.1007/s11747-010-0245-y
Markin, R. J., Lillis, C. M., & Narayana, C. L. (1976). Social-Psychological Significance of
Store Space. Journal Of Retailing,52(1), 43-54.
Mayer, J. D., Gaschke, Y. N., Braverman, D. L., & Evans, T. W. (1992). Mood-Congruent
Judgment is a General Effect. Journal Of Personality & Social Psychology, 63(1), 119132.

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McCammon, R. (2014). BRANDING LESSON #482: The power of color. Entrepreneur, 42(4),
124.
McGoldrick, P. J., & Pieros, C. P. (1998). Atmospheres, Pleasure And Arousal: The Influence Of
Response Moderators. Journal Of Marketing Management, 14(1/3), 173-197.
Niedzwetzki, J. (1991). Colour and lighting in public libraries. Aplis, 4(2), 103.
Scholsser, A. E. (1998). Applying the Functional Theory of Attitudes to Understanding the
Influence of Store Atmosphere on Store Inferences. Journal Of Consumer Psychology
(Lawrence Erlbaum Associates), 7(4), 345.
Sellke, O. (2014). Lighting May Seem Simple, But Lets Start With the Basics. SDM: Security
Distributing & Marketing, 44(9), 56.
Shun Yin Lam, (2001). The Effects of Store Environment on Shopping Behaviors: A Critical
Review, in NA- Advances in Consumer research Volume 28, eds. Mary C. Gilly and
Joan Meyers-Levy, Valdosta, GA: Association for Consumer Research, Pages 190-197.
Turley, L. W., & Chebat, J. (2002). Linking Retail Strategy, Atmospheric Design and Shopping
Behaviour. Journal Of Marketing Management, 18(1/2), 125-144.

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

29

Appendix A
SPRING HILL COLLEGE
APPLICATION TO THE INSTITUTIONAL REVIEW BOARD
Primary Investigator (P.I.)

Natalie Fortune

Faculty Advisor (if student P.I.)

Babington

Program

Communication Arts

Phone Number

314-803-4180

Email Address

Natalie.o.fortune@email.shc.edu

Title of Project

Effects of Atmospherics on Shopping Behavior

Project start date

September 2014

Expected end date

November 2014

Submission date

November 18, 2014

The project is

New

Continuing

[To maintain continuous approval for projects that last more than one year, submit a continuing
application at least one month prior to the yearly expiration date.]

Review requested (select one)

Exempt

Expedited

Full

[See Appendix 1 of the IRB Policy and Procedures for full definitions of the review categories.]

Project type

Non-funded (or student) research

Externally funded research

Supporting agency (if any)

EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

The P.I. will receive written notification of the IRB's decision within three (3) weeks of receipt of
this application
If you have questions regarding this application, please contact the chair of the IRB

1. Purpose and objectives of the research: The purpose of the research is to determine if
atmospherics, such as lighting, furniture and music in a store affect a consumers shopping
behavior and habits. This research is expected to contribute to studies that have been done to
show that these factors can influence shoppers to spend more time and money in a store. My
hypothesis is that music, lighting and furniture can positively influence customers to spend more
time and money in a store if they are used effectively for the stores clientele.
2. Participants: I would like Spring Hill students to participate in my research as well as
teachers at the college. I will ask random students and teachers through email and in person. I
plan to have 30-50 participants.
3. Method or Procedure: I will collect data by having 3-4 focus groups with ten participants in
each. The focus group will take place in a classroom in the student center located on campus. I
will be collecting the data by questionnaire after the focus group discussion has been completed.
I will record this data and use SPSS to calculate my results. In the focus group I will describe
the atmosphere in great detail of a retail store. I will then ask the participants to fill out a
questionnaire about the retail atmosphere.
4. Assessment of risk: There is little to no risk involved with this research.
5. Risk-benefit ratio: Possible benefits to society and retail store owners include the
knowledge of atmospherics and how to utilize them to make the greatest impact on a store. I

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

believe these benefits outweigh the potential risks because they will learn how to make the most
amount of money possible solely based on the stores atmosphere.
6. Methods of obtaining informed consent from participants: I do not believe that informed
consent is needed for this research.
7. Confidentiality: Confidentiality will be maintained by keeping the contents of the focus
group within that group. The questionnaires will be kept in my possession and no one else will
have access to them. The data will be stored in my locked room and will be destroyed after the
research paper has been submitted. Participants identities will be masked by having no names or
identification on the questionnaires.

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Appendix B
Effects of Store Atmosphere on Shopping Behavior Survey Consent Form
You are being invited to participate in a research study about the effects of a stores
atmosphere on shopping behavior. This research is conducted by Natalie Fortune for
Communication Arts Senior Seminar. The purpose of this research project is to define what
atmospherics effect consumers shopping behavior, time and money spent in the store.
There are no known risks or costs if you decide to participate in this research study. The
information you provide will help me understand the most effective ways to create an
atmosphere which will affect consumers in a positive way. The information collected will not
benefit you directly, but what I learn from the study should benefit store owners.
This questionnaire is anonymous and a name is not required if you choose to participate.
No one will be able to identify you from your survey.
If you have any questions or concerns about this questionnaire, you may contact me at
(314) 803-4180 or via email: Natalie.o.fortune@email.shc.edu.

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Appendix C
Focus Group:
#1: Close your eyes. Picture yourself walking into a retail store. The store sells clothing and
shoes. The music is turned up loud playing todays hits. The lights are dim and there is no
sunlight coming through the windows. The walls are painted a vibrant blue color with different
colored bright decorations around the store. As you walk through the store there are multiple
racks placed out of the way so there is room to walk. There is a couch in the back of the store.
The salesperson greeted you when you walked in but has left you to yourself the remainder of
the time.

#2: Close your eyes. Picture yourself walking into a retail store. The store sells clothing and
shoes. The music is quietly playing in the background. There are no lyrics. The lights are on
and the sunlight is shinning bright through the windows. The store is painted a light off white
color with green accented furniture and decorations around the store. As you walk through the
store there is minimal seating and there are racks covering almost the entire store. The sales
person greeted you and has been making small conversation with you.

#3: Close your eyes. Picture yourself walking into a retail store. The store sells clothing and
shoes. There is upbeat music playing in the background with no lyrics. The lights are on, not
too bright or too dull. The store is painted a darker color with minimal decorations. There is
seating in the front of the store and the back. The racks are very spread out and do not take up
much space at all. The sales person is quite and hasnt spoken to you since you have been in the
store.
Discussion Questions:

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

1. Tell me about a specific shopping experience that you enjoyed and why?
2. What are factors of an ideal store you would like to shop in?
3. If your friend was opening a retail store, what atmospherics would you suggest to them?

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Appendix D
Questionnaire:
1. Would you enjoy shopping in this store?
A. Yes, very much
B. Probably
C. No
D. Not at all
2. How much time would you like to spend browsing in this store?
A. None
B. A few minutes
C. Half an hour
D. One hour
E. A few hours
3. Would you avoid ever having to return to this store?
A. Yes, very much
B. Probably
C. No
D. Not at all
4. Would you avoid looking around and exploring the store?
A. Yes, very much
B. Probably
C. No
D. Not at all
5. Do you like this store environment?
A. Yes, very much
B. Probably
C. No
D. Not at all
6. Is this the sort of place you might spend more money than you set out to spend?
A. Yes, very much
B. Probably
C. No
D. Not at all
7. What did you enjoy most about this store?
A. Music
B. Colors
C. Lighting
D. Furniture
E. Overall atmosphere

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

8. What did you least enjoy about this store?
A. Music
B. Colors
C. Lighting
D. Furniture
E. Overall atmosphere
9. What would you change about the store?
A. Music
B. Colors
C. Lighting
D. Furniture
E. Overall atmosphere
10. Would you feel comfortable shopping in this store?
A. Yes, very much
B. Probably
C. No
D. Not at all
11. Was the music too loud?
A. Yes, very much
B. Probably
C. No
D. Not at all
12. Was the genre of music appropriate for this stores setting?
A. Yes, very much
B. Probably
C. No
D. Not at all
13. Were the colors in the store too vibrant and distracting?
A. Yes, very much
B. Probably
C. No
D. Not at all
14. Was the lighting in the store appropriate?
A. Yes, very much
B. Probably
C. No
D. Not at all
15. Was the furniture placed appropriately in the store?
A. Yes, very much

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

B. Probably
C. No
D. Not at all
16. I am
A. 19-25
B. 26-35
C. 36-45
D. 46+
17. I am
A. Female
B. Male
18. Monthly I spend _____ in retail stores.
A. under $200
B. $300-400
C. $500+
19. I shop
A. Everyday
B. Once a week
C. Twice a month
D. Once a month

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Appendix E
Focus Group 1:
Question 1:
Participant 4: Lots of lighting
Participant 1: the salesman takes your clothes out of your hand and puts them in a dressing
room for you
Participant 4: does not like when the salesman talks to you
Participant 2: like stores with unique decorations
Participant 3: furniture isnt necessary, minimal by dressing rooms
Question 2:
Participant 2: likes neutral colors
Participant 1: racks lining the sides of the store and nothing in the middle
Participant 3: agrees with 1and shelves against the walls
Participant 4: lots of lighting
Participant 5: maybe one table with jewelry on it and all of the clothes are hanging on racks
Question 3:
Participant 3: natural colors
Participant 4: younger store= younger music

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Participant 1: not many scents. They give headaches
Participant 5: not loud music
Participant 2: cute decorations
Focus Group 2:
Question 1:
Participant 6: outside lighting- from windows
Participant 7: gentle music in the background but songs that you know
Participant 8: workers take clothes into a dressing room while you look
Participant 10: agreed with 8, not too standoffish workers
Participant 9: salesman not too talkative
Participant 9: furniture dont care- but not in front of the store
Question 2:
Participant 7: people, music and lighting ***
Participant 8: warm colors, light. Not too bright. Not too dark
Participant 9: lot of lighting, not loud music, low
Participant 6: couple racks- spread out
Participant 10: more racks and a lot of clothes to look through but not too much

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EFFECTS OF STORE ATMOSPHERE ON BEHAVIOR

Question 3:
Participant 6: greet but not too much
Participant 9: welcoming and go out of their way
Participant 8: multiple sizes, bigger and smaller
Participant 10: minimal decorations, distracting. But they should stand out. Clothes =
decorations
Participant 7: neutral, warm colors. Lots of natural light
Participant 6: no couches
Participant 9: no couch but comfortable chairs with one pillow
Participant 10: hates curtains as the dressing room doors, likes lots of hooks in room and a
chair.

40