Lighting in retail environments: Atmosphere perception in the real world

Pjm Pieter Custers · Yvonne A. W. de Kort · Wijnand A. IJsselsteijn · ME de Kruiff

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Consumer Retail Behavior Studies Architecture, Design, and Social History Color perception and design

Abstract

Although ambient lighting and atmosphere are intuitively related, there is a paucity of empirical, naturalistic data supporting such a relation. The objective of this study was to investigate the contribution of lighting in evoking an atmosphere in the real world, amongst the extensive set of other cues available there. In a field study involving 57 clothing stores, lighting attributes (e.g. brightness, contrast, glare and sparkle) and context (i.e. the shop’s interior) were assessed and quantified independently. These data were then used to predict four dimensions of perceived atmosphere in hierarchical regression analyses. Lighting attributes and interior qualities were both related to perceived atmosphere. This indicated that, even given the substantial contribution of design elements in retail environments, lighting plays a role in evoking atmosphere.

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References

1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 1990Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses 2002The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions 2000Atmospheric Effects on Shopping Behavior 1994Store atmosphere and purchasing behavior 2001Congruency of scent and music as a driver of in-store evaluations and behavior 2003Store environment, emotions and approach behaviour: applying environmental aesthetics to retailing

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