The Influence of Atmospherics on Consumer Decision-Making Among Windhoek Restaurant Customers

Stanley Sebastian Cloete and Efigenia Madalena Mario Semente
Additional contact information
Stanley Sebastian Cloete: Namibia University of Science and Technology, Namibia
Efigenia Madalena Mario Semente: Namibia University of Science and Technology, Namibia

International Journal of Applied Management Sciences and Engineering (IJAMSE), 2024, vol. 11, issue 1, 1-24

Abstract: The purpose of this research was to establish the atmospheric variables used by restaurants, and to determine the relationship between atmospherics and subliminal and supraliminal stimuli. The study explored how atmospherics influenced the absolute threshold and investigated how atmospherics (pleasure, arousal, and dominance) affect the choices made by the chosen Windhoek restaurant customers. The study made use of a simple random sampling and the questionnaires were distributed to customers who dined at the said restaurant during a six-month period. The sample response rate was about 60% and yielded 175 responses. SPSS Inc Version 28 of 2021 and SPSS Amos version 26 were used for data analysis. Descriptive statistics were analysed, using factor analysis and Structural Equation Modelling (SEM) to display the data. The study established a relationship between atmospherics and subliminal as well as supraliminal stimuli. Marketing scholars are urged to psychology experts to gain greater insights on the phenomenon.

Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJAMSE.349974 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jamse0:v:11:y:2024:i:1:p:1-24

Access Statistics for this article

International Journal of Applied Management Sciences and Engineering (IJAMSE) is currently edited by Carolina Machado

More articles in International Journal of Applied Management Sciences and Engineering (IJAMSE) from IGI Global
Bibliographic data for series maintained by Journal Editor ().