IDEAS home Printed from
   My bibliography  Save this article

Negative price-image effects of appealing store architecture: Do they really exist?


  • Zielke, Stephan
  • Toporowski, Waldemar


Retailers often worry about the negative effects of appealing exterior architecture on their store's price image, especially the price-level perception and the ease of price evaluation. Findings from prior laboratory experiments support these concerns, while field studies find no such effects. The present study explains this inconsistency by analyzing the moderating effects of price and retail brand information available to customers in real shopping situations. The results show that negative effects of appealing exterior architecture do not exist when retail brand information is available. The availability of price information neutralizes the negative effects of appealing architecture on the price-level perception, but not on the ease of price evaluation.

Suggested Citation

  • Zielke, Stephan & Toporowski, Waldemar, 2012. "Negative price-image effects of appealing store architecture: Do they really exist?," Journal of Retailing and Consumer Services, Elsevier, vol. 19(5), pages 510-518.
  • Handle: RePEc:eee:joreco:v:19:y:2012:i:5:p:510-518
    DOI: 10.1016/j.jretconser.2012.06.007

    Download full text from publisher

    File URL:
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    1. Marc Vanhuele & X. Drèze, 2002. "Measuring the Price Knowledge Shoppers Bring to the Store," Post-Print hal-00457563, HAL.
    2. Franziska Völckner & Julian Hofmann, 2007. "The price-perceived quality relationship: A meta-analytic review and assessment of its determinants," Marketing Letters, Springer, vol. 18(3), pages 181-196, September.
    3. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. " Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Oxford University Press, vol. 20(4), pages 644-656, March.
    4. Turley, L. W. & Milliman, Ronald E., 2000. "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence," Journal of Business Research, Elsevier, vol. 49(2), pages 193-211, August.
    5. Babin, Barry J. & Hardesty, David M. & Suter, Tracy A., 2003. "Color and shopping intentions: The intervening effect of price fairness and perceived affect," Journal of Business Research, Elsevier, vol. 56(7), pages 541-551, July.
    6. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 27(1), pages 15-25, 01-02.
    7. Babin, Barry J. & Babin, Laurie, 2001. "Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value," Journal of Business Research, Elsevier, vol. 54(2), pages 89-96, November.
    8. van Osselaer, Stijn M J & Alba, Joseph W, 2000. " Consumer Learning and Brand Equity," Journal of Consumer Research, Oxford University Press, vol. 27(1), pages 1-16, June.
    Full references (including those not matched with items on IDEAS)


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Rafael Luis Wagner, 2019. "Lowering consumers’ price image without lowering their internal reference price: the role of pay-what-you-want pricing mechanism," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(4), pages 332-341, August.
    2. Thayse Schneider Silva & Marcelo Gattermann Perin & Rafael Luis Wagner & Kenny Basso, 2019. "The influence of advertisement repetition on price image in the context of higher education services," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(4), pages 342-352, August.


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:19:y:2012:i:5:p:510-518. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.