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The interaction between human crowding, colour temperature lighting and shopping motivation on consumer responses and perceptions in a retail environment

Manen, Ruud van (2018) The interaction between human crowding, colour temperature lighting and shopping motivation on consumer responses and perceptions in a retail environment.

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Abstract:Little research is done on the effects of lighting on crowding perceptions in retail environments. This study proposes a theory where crowding perceptions can be reduced by using the correct colour temperature lighting while taking two shopping motivations in consideration. 204 respondents participated in this online study which let them experience a 3D virtual retail environment. The study uses a 2 x 2 x 2 between-subjects experimental design. Two levels of crowding (High vs. Low), two levels of colour temperature lighting (High vs. Low) and two shopping motivations (Fun vs. Run) were tested on the effect of multiple consumer responses and perceptions. The findings in this study revealed significant main effects of human crowding and colour temperature lighting on multiple different consumer responses and perceptions. For instance, a retail environment with low human crowding was perceived as more pleasant than a retail environment with high human crowding. To add on, an interaction effect of colour temperature lighting and shopping motivation on store attractiveness was noticed as run shoppers perceive a retail environment with low (reddish) colour temperature lighting as more attractive than fun shoppers. Concluding, these findings are discussed together with technical limitations and promising implications for retailers.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/76980
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