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Ch10AtmosphereCues.pdf
JOURNAL OF ACADEMIC RESEARCH IN ECONOMICS
THE EFFECT OF VISUAL ATMOSPHERIC CUES ON
COMFORT BUYING BEHAVIOURS OF CONSUMERS IN
RETAIL STORES
AFEEZ BABATUNDE SIYANBOLA
Department of Fine and Applied Arts, Olabisi Onabanjo University, Nigeria
NATHANIEL OLUWASEUN OGUNSEYE
Department of Urban and Regional Planning, Olabisi Onabanjo University, Nigeria
Abstract
People routinely engage in shopping for discerning needful, self-gratification, hedonic
reasons and other factors, which are basically driven by the state of mind. This study
investigates the effect of visual atmospheric cues on comfort buying in Shoprite retail stores
in Ikeja, Lagos State, Nigeria. Consequently, this study explored the influence of visual
atmospherics such as colour, typography, images, advertisement and wayfinding signage’s on the consumers’ behaviours and shopping destinations. Purposive sampling technique was used in the distribution of a structured questionnaire to three hundred (300) shoppers. Both
descriptive and inferential statistic were employed for data analysis using Statistical Package
for Social Science version 19. The study revealed that consumers often engage in retail
therapy, while visual atmospheric cues mediate an enjoyable shopping experience. The study
also showed that colour usage on advertisement posters greatly influenced consumers’ behaviour as compared to texts and pictures. Further, red and blue colours made significant
contributions to aesthetically pleasing retail environment. Shoppers mostly patronize
clothing and apparel products when engaging in comfort buying. The regression analysis
conducted showed visual atmospheric cues statistically influence shoppers’ behaviours (F=117.882, p=0.000). The study recommended that the psychological desires of potential
shoppers must be considered in the planning and designing of a retail environment, an in-
depth knowledge of colours moods is essential in the application of colours in a retail
environment, and lighting display in a retail environment should be attractive and sensational.
Keywords: Behaviours, Comfort buying, Retail stores, Shoppers, Visual atmospheric cues
JEL Classification: D10, D12
1. INTRODUCTION
Buying is influenced by consumer’s desire to acquire goods that improve and enhance their daily lives. People routinely engage in shopping for discerning
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needful, self-gratification, hedonic reasons and other factors, which are basically
driven by the state of mind. The choice of buying and place do much to enhance
shopper’s perceived personality. Comfort buying simply implies making purchasing decisions to assuage feelings and enlivens mood. This is also referred to as “retail therapy” or emotional shopping. Retail therapy is casually defined as shopping to
alleviate negative moods (Kang, 2009; Rick et al., 2014). This term was first
originated from an article published in the Chicago Tribune during the Christmas
Eve of 1986 as expressed in this sentence “we have become a nation measuring out our lives in shopping bags and nursing our psychic ills through retail therapy” (Schimich, 1986, p. 1). Lee (2015, p. 70) underscores the prevalence of comfort
buying in the following quotes by some personalities:
“I always say shopping is cheaper than a psychiatrist.” — Tammy
Faye Messner, American singer and television personality
“Win or lose, we go shopping after the election.” — Imelda Marcos,
Previous First Lady of the Philippines
“Everyone needs an occasional dose of retail therapy.” — Susan
Thurston, Tampa Bay Times staff writer
“Whoever said money can’t buy happiness simply didn’t know where to go shopping.” — Bo Derek, American actress
Comfort buying is relieving and self-gratifying. Personalities are defined and
expressed through choice and places of purchase. Perhaps, most purchasing
decisions are basically influenced by consumer’s mood and state of mind. Researches have established that people derive more satisfaction spending on
pleasurable experiences (Kang, 2009, p. 21). The sensory feelings and experiences
of a retail environment physical and online stores enrich shopping experience.
Improvement of mood stemmed from imagining consumption, experiencing retail
environments, being well-treated by sales associates, shopping activity, and
purchasing (Kang, 2009, p. 18).
Several studies have shown that most people engage in shopping to improve
their mood. Atalay and Meloy (2011) found that among 69 college participants, 43
(62%) reported having purchased an item to treat themselves in the past one week in
order to repair their mood; in comparison, 19 (28%) were motivated. A study
conducted by TNS Global on behalf of Ebates.com establish that more than half of
the Americans admit to engaging in “retail therapy” (Yarrow, 2013). Loureiro et al.
(2019) explored the effect of consumer-generated media stimuli on emotions and
explained that consumer generated media stimuli are positively related to the
dimensions of emotions. Douce and Janssens (2013) posited that marketing
emphasis has shifted from the product to the creation of consumers’ experiences, and
sensory marketing seems to be integral to stimulating excitement and pleasure. Kim
and Sullivan (2019) emphasized the relevance of emotional branding when
developing marketing strategies for fashion brands in a volatile marketplace.
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Consequently, the individual`s emotional state influences his comportment
within the environment, framed as “approach–avoidance” response. Positive
emotional response influences sensory stimulation in people in enabling a pleasure-
driven experience while shopping. External impulses leverage an emotional
attachment between the buyer and the shopping environment. Reid (1785) as cited
in Song (2010, p. 3) emphasized the role of external senses in human feelings and
perception:
“The external senses have double provinces that make us feel and
perceive. They furnish us with a variety of sensations, some pleasant,
others painful, and others indifferent; at the same time, they give us a
conception, and an invincible belief of the existence of external objects.
The feeling which goes along with the perception, we call sensation.
The perception and its corresponding sensation are produced at the
same time. In our experience we never find them disjoined. Hence, we
are led to consider them as one thing, to give them one name, and to
confound their different attributes….”
Hong (2016) as cited in Kim and Sullivan (2019, p. 2) noted that purchasing
intentions from television advertising are more likely to result from emotional
responses as advertisement content. Luomala (2002) identified eight types of
therapeutic power stemming from different mood-alleviative consumption activities,
which are distraction, self-indulgence, and activation has links with shopping and
purchasing. Lee (2015) in a study entitled “The emotional shopper: Assessing the
effectiveness of retail therapy” reviewed extant literature on shopping and emotions in proposing a tripartite approach, which provides a holistic attempt at assessing
retail therapy works based on three perspectives, which are motivational (the goals
and motives that consumers have for shopping); behavioural (the activities
consumers engage in during the shopping process); and emotional (the feelings that
consumers experience while shopping). Nearly all consumers are motivated by
different factors and considerations when making purchasing decision. Consumer
behaviours considered to be either mundane or germane form the basis of
consumption choices. Evaluative consumption preferences are attitudes biased by
elements of rational and perceived irrational preferences. It suffices to note that the
presumed irrational factors influencing choices are rational in the mind of consumer
when it satisfies a particular urge.
According to Stankevich (2017), the consumer decision making process
primarily involves:
i. Problem/need recognition: Consumer recognizes a problem or
need. The need is triggered by internal stimuli and rises to a level high
enough to become a drive like hunger and food. A need can also be
triggered by external stimuli (such as advertisement). For instance,
commercials for a new pair of shoes can stimulate a need for a new pair
of shoes. Advertisements induced urge can also assuage feelings through
cohesive and fascinating atmospheric cues. The shopping experience of
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contemporary buyers are made memorable by the ambience of the
shopping environment.
ii. Choice of products: At this stage the shopper makes his/her choice of
product based on the exciting shopping experience stirred by the ambience
of the shopping environment.
iii. Evaluation of alternatives: The comfort buyer is impulsive when making
purchasing decision. Considering viable options are less prioritizing when
the shopper indulges in shopping to improve his mental state.
iv. Post-purchase behaviour: This is the ability the to deliver the purchased
product at buyer’s doorstep in good condition within specified time of
delivery. In ensuring buyer’s satisfaction, relieving buyer’s doubts shortly after a purchase about whether it was the right decision.
The other sections of this paper is structured as follows. The existing
literature on visual atmospherics and its impact in a retail environment are reviewed
while the research was contextualized in related theories. Then the study area was
briefly presented with the study methodology. The study results were presented and
discussed. This study concluded with implications, recommendations, and future
area of research.
2. LITERATURE REVIEW
2.1. VISUAL ATMOSPHERIC CUES IN STORES
Atmospherics refers to the store’s physical characteristics that project an image and attract customers (Kotler, 1974; Berman et al., 2007). It is the
psychological feeling a customer gets when entering a retail store. Mehrabian and
Russell’s (1974) as cited in Graa and Dani-elKebir (2012) acknowledged that the
impact of situation on behaviour is mediated by emotional responses in the stimulus
and response model. The model (Figure 1) states that situational conditions initially
generates an emotional (affective, connotative, feeling) reaction, which in turn leads
to a behavioural response. Altinigne and Karaosmanoglu (2017) explored the
importance of website atmospherics with emphasis on visual complexity in online
retailing and concluded that less complex visual atmospherics increases purchasing
intention online. Visual atmospherics has become an important aspect in retail
design. Floor (2006) asserted that consumers enjoy being inspired by a unique range
of experiential shopping environments. Visual atmospherics is basically conceived
and implemented to improve shoppability of a retail store. “Shoppability” of a retail environment (Heil, 2018; Singh et al., 2014) leverages an in-store experience that is
appealing and immersive. “Shoppability” is classified into two elements which are
shopper engagement and purchase conversion (Burke and Morgan, 2017, p. 52).
Burke and Morgan (2017) benchmarked retail “shoppability” on five dimensions highlighted in Table 1:
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Figure 1. The Mehrabian-Russell model
Source: Graa and Dani-Elkebir (2012)
Table 1: Dimension of Shoppability
Relevance The store has in stock the products that shoppers desire at a
competitive price
Transparency The shopping environment makes it easy for customers to see
and find desired products and limits visual and physical
clutter
Convenience The store reduces shopping time and effort by providing
convenient store access and parking, a quick and easy store
layout, and fast and helpful customer service
Assurance The presentation clearly conveys the unique benefits and
value of each product
Enjoyment The retail experience satisfies the incidental and contextual
needs of shoppers by providing unexpected surprises and a
comfortable environment
Source: Burke and Morgan (2017, p. 55)
Singh et al. (2014) investigated how store atmospherics and layout function
as a predictor of consumer behaviour and store performance, the study revealed that
visual atmospherics are the most significant factors that impacts customer approach
behaviours in a retail environment. Retail store owners and designers focus on
creating an appealing retail environment as a core part of their marketing strategies
to enhance positive customer’s perception of their brand. Sabir (2014) posited that the elements of store atmospherics include layout design, colour, light, sound, scent
within a store. Turley and Milliman (2000) categorized atmospheric cues into five
components; external cues (architectural style, surrounding stores); general interior
cues (flooring, lighting, colour schemes, music, aisle width, ceiling composition);
layout and design cues (space design and allocation, grouping, traffic flow, racks and
cases); point of purchase and decoration displays (signs, cards, wall decorations,
price displays); and human variables (employee characteristics, uniforms, crowding,
privacy). Lighting impact buyer’s mood either positively or negatively. The intensity, colour and positioning of lighting display. Paluchová et al. (2016)
researched into the impact of visual atmospheric on consumer behaviours in food
stores and posited that lighting is the most important visual element that elicits
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buyers in a food retail store. Consumers are often discouraged from shopping in a
retail store that is not properly illuminated, they prefer strong lighting for safety and
easy identification of the goods they are purchasing (Horská & Berčík, 2014, p. 455).
Kim and Sullivan (2019) in their study noted fashion retailers successfully provide
sensory experiences to consumers in their physical stores. Strang (2015) posited that
Lush cosmetic brand employ sensory marketing in creating sight from round shapes
of visually attractive products, provision of live plants to illustrate their product
ingredients, smell from strong sweet scents and sound from resourceful sale
representatives. However, the previous researches in the area of store atmospherics
have not dwelt elaborately into the graphic visual components, that constitutes the
retail display. The graphic visual components are typography, colours, images,
advertisements, signage’s and others. This study also investigates the products mostly preferred by shoppers engaging in retail therapy. The specific objectives of
this study are to: ascertain the vulnerability of shoppers to comfort buying; determine
the influence of store ambience in stimulating consumer buying behaviours; evaluate
the impact of colours on comfort buying in a retail store; and determine the line of
products that are mostly preferable to comfort buyers.
3. MATERIALS AND METHODS
3.1. STUDY AREA
The study area is the Shoprite Store within the Ikeja City Mall at Alausa,
Ikeja, Lagos State in southwest Nigeria. Shoprite Store, located in Ikeja, is a
supermarket chain with house-label groceries serving as a meeting point or
recreational spot for families and associates. The Ikeja City Mall accommodates
other activities like the cinema, restaurants, clothing stores, hairdressing/beauty
salon, bars, cafes, banks amongst others.
Figure 2. Map of the Study Area
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3.2. METHODOLOGY
3.2.1. RESEARCH DESIGN, TARGET POPULATION AND SURVEY
INSTRUMENT
This study adopted a survey research design. Apparently, the study is
interested in quantitative data. The shoppers at the retail store forms the target
population. In order to obtain primary data from the shoppers, a structured
questionnaire was designed. The questionnaire borders on issues regarding:
Validating people’s susceptibility to comfort shopping? what captures shopper’s imagination when they go shopping? Which colour shopper find its domination
aesthetically pleasing in a retail shopping environment? Which visual elements
attract shopper attention in advertisement posters of products displayed in a retail
store? and shoppers preferred line of stores whenever you want to enhance your
feelings. Also, questions such as if shopper shop for fun, what enlivens shopper
mood, and does shopping makes you feel happy? were posed to the shoppers.
3.2.2. SAMPLING PROCEDURE AND SAMPLE SIZE
For this study, the shoppers were purposively sampled. This sampling
technique was considered appropriate because there are other activities going on
within the Ikeja City Mall where Shoprite Store is situated. A total of 300 copies
were distributed and retrieved from the shoppers who are willing to participate in the
survey. The study sample (300 shoppers) consisted of 180 females and 120 males.
3.2.3. DATA ANALYSIS
The data collected were collated and analysed using Statistical Package for
Social Sciences (SPSS for Windows, version 19). Data were presented using both
descriptive (frequency and percentage distribution, mean and standard deviation)
and inferential (Multiple regression, ANOVA test, Durbin-Watson Test) statistics.
3.2.4. HYPOTHESIS TESTING
Hypothesis was formulated to determine if relationship exist between store
ambience and consumer buying behaviour. The hypothesis tested is stated as
follows:
Ho: Visual atmospheric cues does not significantly influence consumer
behaviours
H1: Visual atmospheric cues significantly influence consumer behaviours
4. RESULTS AND DISCUSSIONS
4.1. SHOPPERS’ VULNERABILITY TO COMFORT BUYING
Shoppers were asked series of questions of which results of analysis were
presented in Table 2. A majority (95.3%) of the respondents confirmed shopping
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make them feel happy, almost half (45.3%) stated they shop to enliven their mood,
larger proportion (68%) do not shop for fun, and a majority (90.0%) opined that retail
store ambience motivates them to make purchase. It can be inferred from the results
that shopping makes shoppers feel happy, but this behaviour does not depend on
whether they want to catch fun. Also, the retail store environment plays a huge role
in motivating shoppers, hence it influences their behaviour. The results in Table 2
confirmed that shoppers engage in comfort buying, which is consistent with findings
of studies (Atalay and Meloy, 2011; Kang, 2009).
Table 2: Shoppers’ Vulnerability to Comfort Buying
Variable Category Frequency Percent
Does shopping make you feel happy?
Yes 286 95.3
No 14 4.7
Total 300 100.0
Do you shop to enliven your mood?
Yes 136 45.3
No 164 54.7
Total 300 100.0
Do you shop for fun?
Yes 96 32.0
No 204 68.0
Total 300 100.0
Does the ambience of the retail store
stimulate you to make purchase?
Yes 270 90.0
No 30 10.0
Total 300 100.0
4.2. FACTORS INFLUENCING STORE AMBIENCE IN
STIMULATING CONSUMERS’ BUYING BEHAVIOURS
The study revealed that visual elements such as texts, pictures and colour
usage on advertisement posters of products displayed in a retail store attract the
attention of shoppers. Over half (50.7%) of the respondents stated colour stimulate
their buying behaviours, 36.0% said pictures and 13.3% claimed texts. Further probe
regarding if colourful signage enhances shoppers’ experience in a retail environment revealed that majority (86.0%) of the respondents’ shopping experience were
enhanced by colourful directional signage in a retail environment while 14.0%
thought otherwise (Table 3).
Table 3: Influence of visual elements and colourful directional signage
Variable Category Frequency Percent
Pictures 108 36.0
Which of these visual elements Texts 40 13.3 attract your attention in
advertisement posters of products Colour
usage
152 50.7
displayed in a retail store? Total 300 100.0
Does colourful directional signage Yes 258 86.0
enhance your shopping experience No 42 14.0 in a retail environment? Total 300 100.0
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The results presented in Table 4 indicates that most respondents (64%) stated
that advertisement design captures their imagination when they go for shopping,
lighting capture the imagination of 18% of the respondents and 13.7% confirmed
colours. A marginal proportion (4.3%) identified wayfinding signage as factors with
the least influence.
Table 4: Shoppers’ interest during shopping in a retail store
Store Ambience Frequency Percent
Lighting 54 18.0
Advertisement posters 192 64.0
Colours 41 13.7
Wayfinding Signage 13 4.3
Total 300 100.0
4.3. IMPACT OF COLOURS ON COMFORT BUYING IN A RETAIL
STORE
Colours appeal to the viewers and create favourable impact on purchasing
decisions with mean and standard deviation of 3.1467±1.72096 respectively. From
the result in Table 5, Red and Blue were dominant in creating aesthetically pleasing
retail shopping environment as confirmed by 22.3% and 22.0% of the respondents
respectively. Other colours in terms of influence are Orange (18.0%), Purple
(14.3%), Green (13.3%), and Yellow (10.0%).
Table 5. Colour type and contribution to retail shop ambience
Colours Frequency Percent
Blue 66 22.0
Red 67 22.3
Green 40 13.3
Orange 54 18.0
Yellow 30 10.0
Purple 43 14.3
Total 300 100.0
4.4. LINE OF PRODUCTS PREFERABLE TO COMFORT BUYERS
Table 6 shows accordingly the kind of products respondents preferred when
engaging in comfort buying. Clothing and Apparel stores are preferred by 50.7% of
the respondents while Food and Beverages accounted for the preference by 28.3%
of the respondents with mean and standard deviation value of 2.4567±1.06704. This
result may have been influenced by the fact of clothing and food being among the
basic needs of man.
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Table 6. Line of Products Preferable
Products Freque
ncy Percent
Electronics Store 48 16.0
Clothing & Apparel 152 50.7
Phone & Accessories 15 5.0
Food & Beverages 85 28.3
Total 300 100.0
4.5. HYPOTHESIS TESTING
Ho: Visual atmospheric cues does not significantly influence consumer
behaviours
H1: Visual atmospheric cues significantly influence consumer behaviours
The study further conducted a regression analysis to establish the degree of
affinity between dependent variable (do you shop for fun?) and independent
variables (Which of this colour do you find its domination aesthetically pleasing in
a retail shopping environment and Which of these captures your imagination when
you go shopping).
Table 7: Multiple Regression Test Results
Model Summaryb
Std.
Error of
Change Statistics
Durbin-
Watson
R
R Adjusted the Square F Sig. F
Model R Square R Square Estimate Change Change df1 df2 Change
1 .732a .536 .533 .31918 .536 171.882 2 297 .000 .040
ANOVAb
Model Sum of Squares Df Mean Square F Sig.
1 Regression
Residual
Total
35.022
30.258
65.280
2
297
299
17.511
.102
171.882 .000a
a. Predictors: (Constant), Which of this colour do you find its domination aesthetically
pleasing in a retail shopping environment, which of this captures your imagination when you
go shopping
b. Dependent Variable: Do you shop for fun
As shown in Table 7, the R2 value which is a measure of how much of the
variability in the outcome is accounted for by the predictors. From the model, its
value is 0.536, which indicated that 54% of the total variations is accounted for by
the independent variables (predictors). These results, therefore, show that 46% of the
variation is caused by factors other than the predictors
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From model summary table (Table 7), Durbin Watson statistics shows 0.040,
which can be approximate to 1 indicate a strong positive autocorrelation among the
variables of the model.
From the ANOVA table (Table 7), which tests the overall regression is a
good fit for data, the F-ratio value (171.882) indicates that the independent variables
statistically predict the dependent variable, F (2, 297) = 117.882, p. (0.000) < 0.5.
The regression model is a good fit of the data. The comparison of the observed
significant value (0.000) with the table value (0.05) clearly shows that the observed
significant value is less than the table significant value. Hence, the alternative
hypothesis (H1) is accepted and the null hypothesis (H0) is rejected. Meaning that
visual atmospheric cues statistically influence the consumer behaviours.
5. CONCLUSION AND RECOMMENDATIONS
This study explored the effects of visual atmospheric cues on comfort buying
behaviours of consumers in a Shoprite retail store in Ikeja, Lagos, southwest Nigeria.
Undoubtedly, this study has made contribution to literature in the fields of arts,
marketing and psychology especially how consumers’ behaviours can be influenced
by visual atmospheric cues. The study established that shoppers were motivated
whenever they engaged in shopping. The consumers’ behaviours are majorly influenced by the colour on advertisement posters while a majority of the consumers
confirmed colourful directional signage enhances their shopping experience. The
study also established that red and blue colours were both dominant, among other
colours, in their contribution to aesthetically pleasing retail shopping environment.
In this study, it was also discovered that consumers’ preference to patronize the Clothing and Apparel store is the primary way through which consumers enhance
their feelings. The results of the regression analysis conducted established that visual
atmospheric cues statistically influence shoppers’ behaviours (F=117.882, p=0.000).
We have, therefore learned, through this study that the market success of
retail stores is basically anchored on consumers’ desires, pleasure and satisfaction.
Environmental aesthetics stimulate desires and satisfaction. The retail environment
is vital in influencing the decisions of shoppers either positively or negatively.
Shoppers are enticed and stirred by the visual atmospheric cues in the retail
environment. The visual atmospheric cues elicit sensory experience and stimulate
distinctive robust impressions that permeate sensory organs of people visiting the
environment. Physical convenience of retail environments contributes enormously
to customer perception. However, comfort buying is an emotional behaviour that can
be positively guided by in-store visual atmospheric cues. Hence, experiential
shopping enhances feelings and foster pleasurable attainment of consumption goals.
Based on the study findings, the following recommendations were put
forward.
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i. The psychological desires of potential shoppers must be considered in the
planning and designing of a retail environment;
ii. An in-depth knowledge of colours moods is essential in the application of
colours in a retail environment;
iii. The lighting display in a retail environment should be attractive and
sensational;
iv. Advertisements of products available for sale in a retail store should form an
integral aspect of in-store décor; and
v. Functional wayfinding signages are necessary for seamless navigation in a
retail environment.
And finally, future research should focus on the impact of visual cues in
mediating positive consumers’ responses to businesses offering services in area of healthcare and hospitality industries. Future studies should also focus on
demographic and cultural applicability of emotional visual brand marketing
strategies.
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