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Communication Dans Un Congrès Année : 2012

Lighting and consumer behavioral intentions in a store environment: the mediating role of perceived stimulation

Résumé

While previous marketing research emphasizes the positive influence of environmental stimuli on consumers' response, and mentions the stimulating effect of lighting, there is no systematic test and evidence of this effect in controlled settings. This paper explores the influence of two levels of lighting brightness on perceived stimulation and behavioral intentions. Two experimental studies are conducted in a bookstore environment. The results of both experiments show that the perceived stimulation mediates the relationship between lighting brightness and consumer behavioral intentions, that is, purchase intention, number of items planned to purchase and intention to come back.
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Dates et versions

hal-04430998 , version 1 (02-02-2024)

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Paternité - Pas d'utilisation commerciale - Pas de modification

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  • HAL Id : hal-04430998 , version 1

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Gwenaëlle Briand Decré, Bernard Pras. Lighting and consumer behavioral intentions in a store environment: the mediating role of perceived stimulation. European Marketing Academy, May 2012, Lisbon (Portugal), Portugal. ⟨hal-04430998⟩
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