2.1.3—Retail atmospherics

2.1.3 Retail atmospherics.

• model of effects of ambience: Mehrabian and Russell's pleasure-arousal-dominance (PAD) model.
• the effects of odour on shopper pleasure-arousal-dominance, including a study, e.g. Chebat and Michon (2003).
• the effects of crowding on shopper pleasure-arousal-dominance, including a study, e.g. Machleit et al. (2000) study 1 or study 2.
• Relevant issues and debates and methodology for this topic include: application to everyday life, cultural differences, questionnaires, quantitative and qualitative data, objective and subjective data.

This matters because —retail atmospherics determines what can be inferred or chosen; begin with the stated conditions and keep the conclusion tied to the evidence.

Example: apply —retail atmospherics to one small, clearly defined case, show the key step or comparison, and explain the result in words.

Boundary: —Retail atmospherics is not a universal recommendation. Check the syllabus scope, assumptions, units and the limits of the evidence before generalising.