A conceptual model of the holistic effects of atmospheric cues in fashion retailing

Abstract

Purpose

The purpose of this paper is to examine how the holistic atmospheric cues encountered in a retail environment contribute to the creation of a retail experience. The interaction between these cues, and how they impact on the various stages of the retail experience is also explored.

Design/methodology/approach

A qualitative methodology was employed, using protocol analysis and in-depth semi-structured interviews that were conducted with 18 participants. Data were collected in the context of the women’s fashion sector.

Findings

The findings highlight the importance of store owners ensuring atmospheric cues create a store image congruent with their target market’s self-image. A model is also developed which highlights how atmospheric cues are able to affect successive stages of the retail experience.

Originality/value

This paper provides a holistic understanding of how retail atmospheric cues are able to influence the overall retail experience; from how a retail store is initially evaluated through to the intention to purchase.

Citation

Ballantine, P.W., Parsons, A. and Comeskey, K. (2015), "A conceptual model of the holistic effects of atmospheric cues in fashion retailing", International Journal of Retail & Distribution Management, Vol. 43 No. 6, pp. 503-517. https://doi.org/10.1108/IJRDM-02-2014-0015