Retailers must create ‘atmospheres’ that persuade consumers to spend time and money in their commercial spaces, but in doing so may make some customers feel welcome and others unwelcome – possibly even experiencing negative emotions such as shame, fear and disgust, a new study reveals. Researchers from the Universities of Birmingham and Edinburgh, and ESCP Business School, in London, theorize how individuals’ responses to ‘affective atmospheres’ depends on their personal circumstances, mood, time of visit and who they experience it with. The experts visited highly atmospheric neo-Pentecostal services and Afro-Brazilian…
Read MorePoetic study on ‘atmospheres’ reveals how consumers respond differently to retail spaces and marketing tactics
