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Architecture and perceived control : role of architectural elements in consumers perception of retail environments

Subklew, F. (2009) Architecture and perceived control : role of architectural elements in consumers perception of retail environments.

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Abstract:Previous research in environmental psychology has mostly shown interest in the effect of interior and ambient features like music, colour and illumination on how consumers think, feel and act. As criticised by Meyers-Levy and Zhu (2007b), much less is known over the effects of architectural or layout elements on consumers cognition. As architecture is the basis for all ‘atmospherics’ to take effect, this study took a closer look on relevant literature and conducted an experiment featuring 3D models of virtual retail environments, investigating the effects of ceiling height, shelf height and aisle width on consumers perception of control and their evaluation of the store. Results indicate that architectural an layout factors in retail environments should get more attention in environmental psychology. Especially shelf height showed a great influence on consumers perception of a store
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/59446
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