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Beauty in the eyes of the beholder: a meta-analytic review of the effect of design atmospherics on shopping outcomes

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  • Stephen Oduro
  • Alessandro De Nisco

Abstract

Informed by consumer behaviour theories, this study aims to provide a quantitative review of the effect of four selected design atmospherics - colour, lighting, store-layout, and product display - on three shopping outcomes - approach behaviour, behavioural intentions, and emotional states in retail, service, and online settings. Methodologically, 76-independent articles were analysed using both subgroup and meta-analytic regression analyses from 1980-2019. Results showed that product display yields the highest ratings on shopping outcomes (r = 0.28), followed by colour (r = 0.24), layout (r = 0.23), and lighting (r = 0.22). Moreover, findings divulged that the aggregate effect of design atmospherics on behavioural intentions (r = 0.32) is larger than on approach behaviour (r = 0.22) and on emotional states (r = 0.21). The moderator analysis unveiled that shopping setting, experimental design, store format, and study design significantly account for between-study variance. These results offer useful insights regarding future research avenues and underline relevant managerial implications for designing and managing physical stores, services, and e-commerce websites.

Suggested Citation

  • Stephen Oduro & Alessandro De Nisco, 2024. "Beauty in the eyes of the beholder: a meta-analytic review of the effect of design atmospherics on shopping outcomes," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 15(1), pages 107-137.
    • Handle: RePEc:ids:ijemre:v:15:y:2024:i:1:p:107-137
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