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Sales impact of servicescape's rational stimuli: A natural experiment

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  • Morone, Andrea
  • Nemore, Francesco
  • Schirone, Dario Antonio

Abstract

Environmental psychologists suggest that people feelings and emotions determine what they do and how they do it. We used the Stimulus-Organism-Response model (S-O-R) as an inspiring theoretical basis for our empirical contribution. We conducted a natural field experiment in six stores, settled in six different Italian cities, of a multinational company who sells furniture, furnishing accessories and household articles. We provided empirical evidence about the effects of a rational-functional stimulus, i.e. the availability of a new tool for collecting items that is more comfortable and less cumbersome for consumers. Through both a non-parametric and parametric testing, we found a positive effect of the stimuli in terms of sales.

Suggested Citation

  • Morone, Andrea & Nemore, Francesco & Schirone, Dario Antonio, 2018. "Sales impact of servicescape's rational stimuli: A natural experiment," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 256-262.
  • Handle: RePEc:eee:joreco:v:45:y:2018:i:c:p:256-262
    DOI: 10.1016/j.jretconser.2018.09.011
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    More about this item

    Keywords

    Servicescape; Rational stimulus; Functionality; Shopping tool;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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