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An empirical investigation of the influence of optimum stimulation levels in retailing

Liz C. Wang (Department of Marketing, West Chester University of Pennsylvania, West Chester, Pennsylvania, USA)
Lu‐Hsin Chang (Visual Communication Design, Ling‐Tung University, Taichung, Taiwan)
Scott Wysong (College of Business, University of Dallas, Irving, Texas, USA)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 27 January 2012

1365

Abstract

Purpose

A person's optimum stimulation level (OSL) reflects one's desired level of environmental stimulation and predisposition to act in the presence of environments. The purpose of this paper is to propose a comprehensive model, which illustrates that consumers with different levels of OSL have differing evaluations of retail store elements, shopping value and subsequent shopping behaviours.

Design/methodology/approach

To examine the relationship between OSL and consumer perceptions and behaviours, interviews were conducted with retail shoppers in Taiwan (n=147).

Findings

Taiwanese shoppers with a high OSL were found to have more favourable evaluations of a store's ambient, design, layout and density elements than did consumers with a low OSL. Additionally, the high OSL shoppers reported higher hedonic and utilitarian values from their shopping. Most importantly, the shoppers with a high OSL spent more time and money in stores.

Practical implications

With this research, hopefully retailers will pay even more attention to the ambient, design and layout elements of their stores. In doing so, they might be able to attract more consumers with a high OSL and entice them to spend more money.

Originality/value

The paper contributes to the growing body of international retailing research by examining the effects of shoppers' optimum stimulation levels on their perceptions toward store elements, perceived shopping value, and purchase behaviours. Moreover, a comprehensive framework is put forth to assist future research.

Keywords

Citation

Wang, L.C., Chang, L. and Wysong, S. (2012), "An empirical investigation of the influence of optimum stimulation levels in retailing", International Journal of Retail & Distribution Management, Vol. 40 No. 1, pp. 6-20. https://doi.org/10.1108/09590551211193577

Publisher

:

Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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