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The DAST Framework for Retail Atmospherics: The Impact of In- and Out-of-Store Retail Journey Touchpoints on the Customer Experience

Anne L. Roggeveen, Dhruv Grewal and Elisa B. Schweiger

Journal of Retailing, 2020, vol. 96, issue 1, 128-137

Abstract: A proposed design–ambient–social–trialability (DAST) framework for retail atmospherics broadens conceptualizations to encompass not only the in-store experience but also out-of-store experiences that the retailer can control or influence. In turn, it expands understanding of retail atmospherics to incorporate multiple retail touchpoints that a customer may encounter during a journey. This framework also introduces a new dimension to conceptualizations of retail atmospherics, namely, the notion of trialability. By integrating literature on store environment cues with notions of the in-store sensory experience, this study also reveals some mediating and moderating factors that clarify how the DAST factors influence consumers’ shopping behavior.

Keywords: Retail; Atmospherics; Design; Ambient; Social; Trialability (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (47)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:96:y:2020:i:1:p:128-137

DOI: 10.1016/j.jretai.2019.11.002

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