The Effects of A Visually Warm (Vs Cold) Retail Design on Store Patronage Intentions

Abstract

This study attempts to build and test a model based upon the principles of Grounded Cognition theory and the S-O-R Model by establishing visual elements of warmth as antecedents of feeling crowded. Through the means of a serial and parallel mediation analysis field experiment, the current study aims to investigate the impact of visual elements on approach-avoidance behavior in an in-store environment. Results show that altering certain environmental and architectural elements related to the visual warmth in a retail setting can successfully manipulate consumers perceptions regarding retail crowding. More specifically, both visually warm and cold environments were found to have a direct effect on avoidance behaviors, while only visually warm environments were found to have an impact on the perception of feeling crowded. The mediation analysis additionally revealed variables like perceptions of feeling crowded, brand attachment, preference for social interaction, and positive emotions that mediate the relationship between visually warm environments and approach avoidance behaviors. In comparison, these variables were not found to have any mediation effect on the relationship between visually cold environments and approach avoidance behavior. Findings from this research can be used as guidelines for designing retail store interiors, making them more likely to attract and sustain a higher level of footfall and desired approach behavior in consumers.