Sales impact of servicescape's rational stimuli: A natural experiment

Andrea Morone, Francesco Nemore and Dario Antonio Schirone

Journal of Retailing and Consumer Services, 2018, vol. 45, issue C, 256-262

Abstract: Environmental psychologists suggest that people feelings and emotions determine what they do and how they do it. We used the Stimulus-Organism-Response model (S-O-R) as an inspiring theoretical basis for our empirical contribution. We conducted a natural field experiment in six stores, settled in six different Italian cities, of a multinational company who sells furniture, furnishing accessories and household articles. We provided empirical evidence about the effects of a rational-functional stimulus, i.e. the availability of a new tool for collecting items that is more comfortable and less cumbersome for consumers. Through both a non-parametric and parametric testing, we found a positive effect of the stimuli in terms of sales.

Keywords: Servicescape; Rational stimulus; Functionality; Shopping tool (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:45:y:2018:i:c:p:256-262

DOI: 10.1016/j.jretconser.2018.09.011

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