Using warmth as the visual design of a store: Intimacy, relational needs, and approach intentions

Eunsoo Baek, Ho Jung Choo and Lee, Seung Hwan (Mark)

Journal of Business Research, 2018, vol. 88, issue C, 91-101

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 assimilative 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.

Keywords: Store atmospherics; Visual design; Warmth; Retail environment; Relational needs; Sensory marketing (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:88:y:2018:i:c:p:91-101

DOI: 10.1016/j.jbusres.2018.03.013

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