Beauty in the eyes of the beholder: a meta-analytic review of the effect of design atmospherics on shopping outcomes

Stephen Oduro and Alessandro De Nisco

International Journal of Electronic Marketing and Retailing, 2024, vol. 15, issue 1, 107-137

Abstract: Informed by consumer behaviour theories, this study aims to provide a quantitative review of the effect of four selected design atmospherics - colour, lighting, store-layout, and product display - on three shopping outcomes - approach behaviour, behavioural intentions, and emotional states in retail, service, and online settings. Methodologically, 76-independent articles were analysed using both subgroup and meta-analytic regression analyses from 1980-2019. Results showed that product display yields the highest ratings on shopping outcomes (r = 0.28), followed by colour (r = 0.24), layout (r = 0.23), and lighting (r = 0.22). Moreover, findings divulged that the aggregate effect of design atmospherics on behavioural intentions (r = 0.32) is larger than on approach behaviour (r = 0.22) and on emotional states (r = 0.21). The moderator analysis unveiled that shopping setting, experimental design, store format, and study design significantly account for between-study variance. These results offer useful insights regarding future research avenues and underline relevant managerial implications for designing and managing physical stores, services, and e-commerce websites.

Keywords: design-atmospherics; shopping-outcomes; meta-analysis. (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=135529 (text/html)
Access to full text is restricted to subscribers.

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:ids:ijemre:v:15:y:2024:i:1:p:107-137

Access Statistics for this article

More articles in International Journal of Electronic Marketing and Retailing from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().