How consumers “see” a visually warm store: Differences between affective and cognitive processors

Journal of Consumer Behaviour, pp. 149-160, 2018.

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Abstract:

Store atmosphere can influence shoppersu0027 perceptions and behaviors. This research contributes to the literature by showing that a visually warm store atmosphere can induce psychological warmth perception among in-store consumers. An empirical study was conducted to investigate the effect of warmth through a visually warm or cold store...More

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