Abstract

Retail design is no new discipline, but a scientific approach is of rather recent date. Since atmosphere has been proven to have an influence on consumer's behaviour from a marketing point of view, this Ph.D. focuses on the designers' perspective. This paper addresses one aspect of atmosphere: lighting and its influence on consumers' mood and buying behaviour. Following an introduction in the discipline of retail design, we discuss the notion of ‘atmosphere' and its relationship to lighting. We also develop a theoretical framework as a first part of a three-part process: literature review, experiments and validation. This first part includes the development of hypotheses and research questions. We will summarise a long tradition of research into architectural physics and psychology in both retail and work environments. Additionally, we also attempt to describe the applied research category: research by design. The set-up of the first experiment, currently undertaken, is explained via its method (participants, instruments, procedure) with an analysis of the preliminary results. Furthermore, the second part - the experiments and a design - and the third part - the development of guidelines - are briefly described.

Keywords:

Retail Design; Lighting; Consumer Behaviour; Research By Design; Mood; Atmosphere

Share

COinS
 
Jul 16th, 12:00 AM

Retail design: lighting as an atmospheric tool, creating experiences which influence consumers' mood and behaviour in commercial spaces

Retail design is no new discipline, but a scientific approach is of rather recent date. Since atmosphere has been proven to have an influence on consumer's behaviour from a marketing point of view, this Ph.D. focuses on the designers' perspective. This paper addresses one aspect of atmosphere: lighting and its influence on consumers' mood and buying behaviour. Following an introduction in the discipline of retail design, we discuss the notion of ‘atmosphere' and its relationship to lighting. We also develop a theoretical framework as a first part of a three-part process: literature review, experiments and validation. This first part includes the development of hypotheses and research questions. We will summarise a long tradition of research into architectural physics and psychology in both retail and work environments. Additionally, we also attempt to describe the applied research category: research by design. The set-up of the first experiment, currently undertaken, is explained via its method (participants, instruments, procedure) with an analysis of the preliminary results. Furthermore, the second part - the experiments and a design - and the third part - the development of guidelines - are briefly described.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.