Conquering new frontiers in research on store atmospheres: Kinetic and synesthetic qualities
The study of store atmospheres and their effects on the consumer’s behaviour has become a significant area of research within marketing. In this context, the aim of this article is twofold. First, it is shown that the widely accepted S-O-R model is incommensurable with the store atmosphere as the ob...
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| Format: | Article |
| Language: | fra |
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UMR 1563 « Ambiances Architectures Urbanités »
2016-09-01
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| Series: | Ambiances |
| Subjects: | |
| Online Access: | https://journals.openedition.org/ambiances/723 |
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| Summary: | The study of store atmospheres and their effects on the consumer’s behaviour has become a significant area of research within marketing. In this context, the aim of this article is twofold. First, it is shown that the widely accepted S-O-R model is incommensurable with the store atmosphere as the object of investigation. Second, the concept of bridging qualities from German philosopher Hermann Schmitz is introduced as a promising alternative to the study of store atmospheres avoiding the identified incommensurability. As the concepts of Schmitz have not been considered within marketing theory yet, the article breaks new ground. |
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| ISSN: | 2266-839X |