The Added Value of Retail Design for the New Age of Consumerism

Khaneja, Suyash

doi:10.1108/978-1-80071-579-020211007

Cited by 1 publication

(1 citation statement)

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“…As a result, PED in a retail setting compels the consumers to seek emotional aspects, where it is defined within the cultural sphere as involving aesthetic judgement and social recognition by them (Sorrentino, 2020). Studies suggest that aesthetic design features created by effective stimulus for instance light and temperature can impact consumers’ emotional reactions and can affect their sensorium, behaviour and happiness (Khaneja, 2021; Reynolds-McIlnay et al , 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

The effects of physical environment design on the dimensions of emotional well-being: a qualitative study from the perspective of design and retail managers

Khaneja¹,

Hussain

Melewar

et al. 2022

QMR

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Purpose This study aims to use place identity theory to examine the concept of physical environment design (PED) and its effects on consumers’ emotional well-being (EWB) dimensions such as sensorium, behaviour and happiness. Design/methodology/approach The authors used a qualitative approach. Thirty interviews were conducted among participants drawn from the city of London, which is one of the flourishing and world’s most famous international trade centre, providing paramount access to the global market. The data was analysed using thematic analysis. Findings The findings suggest that PED is defined precisely using the terms like atmosphere, appealing, attractive, impressing, inviting, ambient, compelling and design cues. The findings also suggest that PED has a positive effect on consumers’ sensorium, behaviour and happiness. However, these effects are lower when the retail stores have unwelcoming themes than when they have mesmerising PED. The different names can also be advantageous, specifically when online shopping dominates today’s retail industry. The findings also illustrate that the theoretical model used in this study is valid and suggest that PED has positive effects on consumers’ sensorium, behaviour and happiness. Originality/value To the best of the authors’ knowledge, while other authors tried to identify the effect of PED on consumers buying behaviour, this study is the first one to show how PED effects consumers’ sensorium, behaviour and happiness. The results of personal interviews highlight the importance of design elements and a gap in the application of novel elements to improve consumers’ sensorium, behaviour and happiness.

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Section: Literature Reviewmentioning

confidence: 99%