The Effects of a Visually Warm (Vs Cold) Retail Design on the Store Patronage Intentions

Abstract

Purpose/ Significance: One of the most significant developments in marketing pertains to the realization of how store environment impacts consumers’ purchase decisions. However, the aspect of visual warmth and positive consequences of crowding despite their significance and reported effect, have scarcely gained the amount of attention they should in the present marketing literature. This study, however, attempts to fill this gap by building and testing a model based upon the principles of Grounded Cognition theory and the S-O-R Model by establishing visual elements of warmth as one of the antecedents of feeling crowded. And secondly, to study the impact of these upon the approach-avoidance behaviour in an in-store environment through a field experiment by performing a serial and parallel mediation analysis. Therefore, this study is significant in terms of the theoretical, methodological and managerial contribution and implications it entails. Methodology/Research Design: Prior studies have done a comparison of the warm (vs cold) store design by creating a virtual retail space in a lab setting compromising on the ecological and external validity, however, in our study we carried out a field experiment closer to the natural settings. This allowed us to draw a more accurate outcome of the warmth effects. Findings: Results of the study show that perception regarding retail crowding in consumers can be successfully manipulated by altering certain environmental and architectural elements related to the visual warmth in a retail setting. And as predicted, positive emotions were associated more with the warm environment as compared to the visually cold environment. Therefore, we are proposing that a positive side to consequences of crowding also exists which are exhibited in the form of increased consumer preference for brand and greater amount of money spent. Future Implications: Findings of this research can be used as guidelines for designing retail stores interiors. Retail outlets making appropriate use of these insights are more likely to attract and sustain a higher level of footfall and desired approach behaviour in the consumers.