Store atmospherics impact consumers’ perceptions of value and store image as well as their retail choice and patronage intentions (Baker et al. 2002; Cornelius et al. 2010; Pan and Zinkhan 2006). Much of the research in the area of store atmospherics has focused upon consumer response to store interiors (see Mari and Poggesi 2013; Milliman and Turley 2000; Spence et al. 2014). An emerging body of work, however, has considered consumer response to exterior store atmospherics, which might be characterized as a store’s “curb appeal” (e.g., Cornelius et al. 2010; Mower et al. 2012; Oh and Petrie 2012). Exterior store atmospherics comprise such elements as a store’s signage, entryway, display windows, architectural features, landscaping, parking, and greeters (Arnold 2002; Otterbring et al. 2013; Turley and Milliman 2000). The purposeful manipulation of exterior atmospherics may represent a viable differentiation strategy in a competitive retail environment (Cornelius et al. 2010), especially for independent retailers operating in downtown shopping districts (Grewal et al. 2003; Mower et al. 2012), who may lack the visual brand recognition of national retailers.
The present study, guided by Mehrabian and Russell’s S–O–R model (1974), explored how three exterior store atmospherics—landscaping, a store greeter, and an electronic kiosk—influenced college students’ emotional states and patronage intentions toward a university-branded (and owned) merchandise store (i.e., a retailer that sells collegiate-licensed merchandise). The S–O–R model is based upon the Stimulus–Organism–Response paradigm, which suggests that an individual’s responses (R) to the physical environment (S) are mediated by his/her emotional states (O). To date, researchers have not examined the role that exterior store atmospherics may play in shaping consumer behavior within the context of a University-branded merchandise store, even though purchases in these retail environments tend to be emotionally-driven (Greenberg 2013). Landscaping, a store greeter, and an electronic kiosk were selected for study because they represent under-studied variables in the store atmospherics literature. Further, all three represent exterior store elements that could readily be implemented by an independent retailer selling university-branded merchandise. As such, this study was informed by the S–O–R model as well as research exploring the specific store atmospheric variables considered in this study and the university-branded merchandise store. This literature provided a context for the examination of college students’ responses to the exterior retail environment of a store that sells university team-licensed merchandise.
Literature review
In varied contexts, landscaping, and flowers, in particular, has been found to elicit positive emotional responses in both men and women (Haviland–Jones et al. 2005). Much of the empirical research exploring the impact of landscaping upon consumer attitudes and behavior has focused upon the presence of trees in urban (i.e., main street) business districts. Findings from this literature reveal that the integration of trees into retail environments has the potential to provide pleasurable and restorative experiences for consumers as well as to increase consumer perceptions of retailers, store traffic, and product sales for merchants (see Joye et al. 2010 for a review of this work). In particular, the presence of trees has been associated with positive inferences about product value and quality as well as customer service and a greater willingness to pay more for products (Wolf 2005). Further, it has been suggested that flowers, plants, and other forms of landscaping may be used to enhance consumers’ perceptions of retail environments as well as to influence patronage intentions and/or behaviors (Bengman et al. 2012; Mower et al. 2012; Spence et al. 2014). For example, Bengman et al. (2012) discovered that the inclusion of greenery in the interior of a clothing store positively influenced consumers’ feeling of pleasure and subsequently their approach intentions in complex store environments, but not in simple store environments. Mower et al. (2012) found that exterior landscaping (i.e., “oversized glazed terra cotta planters with tiny purple and yellow flowers with ivy draping over the edge of the pot”) at a clothing store positively influenced consumers’ liking of the store as well as their patronage intentions (p. 447).
Landscaping
In varied contexts, landscaping, and flowers, in particular, has been found to elicit positive emotional responses in both men and women (Haviland–Jones et al. 2005). Much of the empirical research exploring the impact of landscaping upon consumer attitudes and behavior has focused upon the presence of trees in urban (i.e., main street) business districts. Findings from this literature reveal that the integration of trees into retail environments has the potential to provide pleasurable and restorative experiences for consumers as well as to increase consumer perceptions of retailers, store traffic, and product sales for merchants (see Joye et al. 2010 for a review of this work). In particular, the presence of trees has been associated with positive inferences about product value and quality as well as customer service and a greater willingness to pay more for products (Wolf 2005). Further, it has been suggested that flowers, plants, and other forms of landscaping may be used to enhance consumers’ perceptions of retail environments as well as to influence patronage intentions and/or behaviors (Bengman et al. 2012; Mower et al. 2012; Spence et al. 2014). For example, Bengman et al. (2012) discovered that the inclusion of greenery in the interior of a clothing store positively influenced consumers’ feeling of pleasure and subsequently their approach intentions in complex store environments, but not in simple store environments. Mower et al. (2012) found that exterior landscaping (i.e., “oversized glazed terra cotta planters with tiny purple and yellow flowers with ivy draping over the edge of the pot”) at a clothing store positively influenced consumers’ liking of the store as well as their patronage intentions (p. 447).
Store greeters
The general responsibility of store greeters is to say hello or to welcome customers as they approach or enter a retail store (or access an online retail site). Although store greeters also may point consumers in the direction of merchandise or a salesperson and watch for shoplifting as customers exit a store, their responsibility is distinct from that of retail salespeople (or “hailers”), who attempt to continue interactions with customers throughout the store and to influence customers into making a purchase (Musgrove 2011).
It has been suggested that store greeters may augment retailers’ efforts to attract consumer attention, build customer relationships, establish feelings of comfort among shoppers, and communicate brand image (Arnold 2002; Murray 2006). However, only one empirical study has examined the influence of store greeters upon consumer behavior. Findings from this experimental study (Otterbring et al. 2013) revealed that a store greeter (compared to an empty store entrance) positively impacted consumers’ spending, satisfaction, and perceptions of employees. Findings further revealed gender differences in consumers’ responses to store greeter conditions (i.e., store greeter alone at the store entrance vs. store greeter in combination with products at the store entrance). The store greeter in combination with products at the store entrance negatively influenced male consumers’ purchase behaviors, whereas the purchase behaviors of female consumers were unaffected by the store greeter conditions. The researchers suggested two possibilities for this difference in male consumers’ response to store greeter condition. First, the store greeter in combination with products at the store entrance condition may have resulted in an overly cluttered store environment/heighten stimulation, which may have encouraged avoidance behaviors. Second, the store greeter condition may have led male consumers to infer a persuasion motive on the part of the greeter, which may have increased their suspiciousness and decreased their willingness to purchase (Otterbring et al. 2013).
Electronic kiosks
Electronic, or interactive, kiosks (a.k.a., self-service technologies, or SSTs) provide consumers increased access to products and services by allowing them to conduct product information searches, register for promotions, obtain loyalty and gift cards, create gift registries, pay bills, and make purchases without assistance from sales personnel (Castro et al. 2010). As such, electronic kiosks offer consumers and retailers, alike, the potential to save time and money in product and service transactions (Bitner et al. 2002; Castro et al. 2010; Koller and Kőnigsecker 2012).
The use of SSTs within a retail context has increased in recent years, particularly among younger consumers (Castro et al. 2010; Dean 2008). Compared to their older counterparts, younger adults (aged 18–28) have experience with more types of SSTs, have more confidence in using SSTs, and are less likely to miss interpersonal interaction when using SSTs. Further, younger adults are more likely to use self-service check-out, to pay a premium for express check-out in a retail setting, and to make online retail purchases than are older consumers (Dean 2008).
Research suggests that consumers’ evaluations of electronic kiosks in consumer goods stores are influenced by a number of features. In particular, consumers prefer kiosks that provide information about product assortment, that allow them to place merchandise orders, and that offer multiple options for merchandise delivery (Koller and Kőnigsecker 2012). Although consumer goods retailers have traditionally used electronic kiosks in in-store settings, recently, some retailers have incorporated kiosks into their store exteriors, providing consumers with after-hours access to a variety of retail goods and services. For instance, in 2013 the Kate Spade Saturday concept store in New York City integrated electronic kiosks into its storefronts, allowing consumers to make product purchases and to schedule local deliveries within a one-hour timeframe (Brooke 2013). How consumers respond to “street-side” electronic kiosks at consumer goods retailers—or those that are part of a store’s exterior—is unknown; to date, research examining consumers’ evaluations of electronic kiosks for consumer goods retailers have focused upon in-store applications.
Retail environment: university-branded merchandise stores
In the present study, a university-branded merchandise store served as the context for the manipulation of the exterior store atmospheric variables (i.e., landscaping, store greeter, electronic kiosk). University-branded merchandise retailers represent a form of niche specialty store that offer a selection of collegiate-licensed apparel products, décor, and a gift/novelty items featuring the school’s logo and team mascot (“Licensed sports merchandise market 2014). Sales of collegiate-licensed/sports merchandise are estimated to reach $4.9 billion by 2018 (PwC Sports Outlook 2014). It is estimated that 190 million US consumers purchase collegiate-licensed merchandise, half of whom are female (Dosh 2013). That women represent half of the consumer base for collegiate-licensed merchandise represents a growth in (sports-themed) apparel and housewares that better reflect the needs and tastes of women (Greenberg 2013). The core market for collegiate-licensed merchandise tends to be college-aged individuals as well as older adults who have an affiliation with the institution (Dosh 2013; PwC Sports Outlook 2014).
A variety of factors may influence the purchase of university-branded merchandise. According to market research, the purchase of collegiate-licensed/sports merchandise may be influenced by the design of the store in which the merchandise is presented (“Licensed sports merchandise market—global industry analysis et al. 2014). Further, findings from scholarly research indicate that consumers’ emotional responses, including pleasure and arousal responses toward a team, are related to intentions to purchase sports apparel (Taute et al. 2010). Taken together, this research suggests that university-branded merchandise store environments that evoke certain emotional responses among consumers may support the sale of goods. At the collegiate level, consumers’ involvement or identification with the university and/or its sports teams also has been linked to their consumption of team-licensed merchandise (Kwak and Kang 2009; Kwon and Armstrong 2002, 2006; Kwon and Kwak 2014). More specifically, a consumer’s psychological attachment to a university team—conceptualized as his/her involvement or identification with that team as well as his/her image congruence with the team—has been identified as a key predictor of his/her consumption of team-licensed products (Kwak and Kang 2009; Kwon and Armstrong 2002, 2006). Identification with a team is directly associated with brand loyalty and repeat purchases of team-licensed merchandise (i.e., past purchase behavior), but also represents a deeper level of psychological affiliation or a sense of belonging that supports consumers’ self-esteem and self-identity (Apostolopoulo et al. 2012; Wakefield 2015).
Justification and hypotheses
Collectively, empirical and theoretical literature provide evidence to suggest that various aspects of the store exterior may influence consumers’ emotional responses and patronage intentions toward retailers. Much of the research in this area is limited in that it has focused upon how a singular element of exterior store atmospherics may shape consumer behavior. And, the only study identified that did consider the impact of multiple aspects of exterior store atmospherics upon consumers’ attitudes and behaviors exhibited methodological limitations. In particular, although Mower et al. (2012) examined the influence of landscaping and window displays upon consumers’ shopping behaviors, they employed written scenarios rather than visual images as experimental stimuli. As such, it is possible that interpretations of the stimuli varied across participants. The present study employed visual images as stimuli in the experiment to ensure more consistent interpretations among participants and to control for other variables relevant to the exterior storefront (e.g., store signage and window displays).
Drawing upon the S–O–R model, three hypotheses were developed to explore the impact of specific exterior store atmospherics upon college students’ emotional states (i.e., pleasure and arousal) and their evaluative judgments (i.e., liking). Research provides evidence that landscaping in retail environments may influence pleasure and liking of the environment; it is less clear how landscaping may impact arousal (e.g., Bengman et al. 2012; Joye et al. 2010; Mower et al. 2012). Thus, Hypothesis 1 was proposed:
H1: Landscaping will have a positive effect on college students’ pleasure (H1a), arousal (H1b), and liking (H1c) within the context of a university-branded merchandise store.
Although there is limited empirical research examining the efficacy of store greeters in influencing consumers’ emotional states, findings do indicate that the presence of a store greeter can have a positive effect on consumers’ spending, satisfaction, and perceptions of employees (Otterbring et al. 2013), suggesting that store greeters may positively impact consumers’ emotions:
H2: The store greeter will have a positive effect on college students’ pleasure (H2a), arousal (H2b), and liking (H2c) within the context of a university-branded merchandise store.
Consumers’ responses to electronic kiosks in in-store settings suggest that consumers may experience positive emotional states when exposed to electronic kiosks in exterior retail settings, as well:
H3: The electronic kiosk will have a positive effect on college students’ pleasure (H3a), arousal (H3b), and liking (H3c) within the context of a university-branded merchandise store.
A fourth hypothesis was developed to examine if pleasure, arousal, and liking predict college students’ patronage intentions at a university-branded merchandise store. Implicit here is the assumption that these emotional responses were elicited by the exterior store atmospherics examined in this study:
H4: Pleasure, arousal, and liking will predict college students’ patronage intentions within the context of a university-branded merchandise store.
Prior studies have considered how variables external to the S–O–R model (e.g., atmospheric responsiveness, attitude toward store/website, feelings, and involvement) may shape consumer response to store and retail website atmospherics (Eroglu et al. 2003; Jain et al. 2014; Kim et al. 2009). As such, the fifth hypothesis explored whether additional variables, external to the original S–O–R model, may improve the model’s utility to predict patronage intentions at a university-branded merchandise store. In a regression analysis, comparing the original S–O–R model with an extended version affords insight into the additional factors that may improve the explanatory power of the model (Tsai 2006). The additional variables were selected for inclusion based upon research suggesting that patronage behaviors at university-licensed merchandise stores may be influenced by factors such as university involvement, past university-branded merchandise consumption behavior, and gender (Greenberg 2013; Kwak and Kang 2009; Kwon and Armstrong 2002, 2006; Kwon and Kwak 2014; Wakefield 2015). In particular, there is evidence that a consumer’s identification with a university team (i.e., his/her team involvement) as well as his/her past purchase of team-licensed merchandise predict consumption of team-licensed merchandise (Apostolopoulo et al. 2012; Kwak and Kang 2009; Kwon and Armstrong 2002, 2006; Wakefield 2015). Additionally, based upon the premise that preferences for specific store atmospherics may shape consumer behaviors (e.g., Caldwell and Hibbert 2002), it was proposed that preferences for the external store atmospherics manipulated in the present study may influence patronage intentions.
H5: Pleasure, arousal, liking, preferences for store atmospherics, university involvement, past university-branded merchandise consumption behavior, and gender will predict college students’ patronage intentions.