Title

The influence of in-store lighting on consumers' examination of merchandise in a wine store

RIS ID

108412

Publication Details

Areni, C. S. & Kim, D. (1994). The influence of in-store lighting on consumers' examination of merchandise in a wine store. International Journal of Research in Marketing, 11 (2), 117-125.

Abstract

Several studies examining the impact of illumination on behavior are reviewed in this article. Hypotheses are derived regarding the impact of in-store lighting on various aspects of shopping behavior. As part of a field experiment in a large US city, the lighting (soft versus bright) in a centrally located retail establishment was varied over a two month period. The results of an anova indicated that brighter lighting influenced shoppers to examine and handle more merchandise, though sales were not influenced. These findings are discussed in terms of their implications for creating a functional store environment as well as an appropriate store image.

Please refer to publisher version or contact your library.

Share

COinS
 

Link to publisher version (DOI)

http://dx.doi.org/10.1016/0167-8116(94)90023-X