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Title: The impact of in-store greenery on customers
Authors: Brengman, Malaika 
Willems, Kim 
Joye, Yannick
Issue Date: 2012
Source: PSYCHOLOGY & MARKETING, 29(11), p. 807-821
Abstract: The incorporation of greenery in retail areas has scarcely been explored in environmental psychology studies. In a 2 by 2 experimental design, the effect of in-store vegetation on consumer emotions and responses towards the store was studied, considering the moderating role of the information rate of the retail setting. While introducing foliage in the store environment did not evoke feelings of excitement, it was found to elicit pleasure and to reduce stress in a ‘complex’ store interior. Given the impact of pleasure and stress on consumers’ approach/avoidance responses, these findings support the potential of integrating greenery, particularly in ‘spatially dense’ stores.
Notes: accepted for publication in the final quarter of 2012, as of 17 March 2012
Keywords: store atmospherics; in-store vegetation; store complexity; environmental psychology; stimulus-organism-response model; biophilic store design
Document URI:
ISSN: 0742-6046
e-ISSN: 1520-6793
ISI #: 000309740600001
Category: A1
Type: Journal Contribution
Validations: ecoom 2013
Appears in Collections:Research publications

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