A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Conquering new frontiers in research on store atmospheres: Kinetic and synesthetic qualities
The study of store atmospheres and their effects on the consumer’s behaviour has become a significant area of research within marketing. In this context, the aim of this article is twofold. First, it is shown that the widely accepted S-O-R model is incommensurable with the store atmosphere as the object of investigation. Second, the concept of bridging qualities from German philosopher Hermann Schmitz is introduced as a promising alternative to the study of store atmospheres avoiding the identified incommensurability. As the concepts of Schmitz have not been considered within marketing theory yet, the article breaks new ground.
Conquering new frontiers in research on store atmospheres: Kinetic and synesthetic qualities
The study of store atmospheres and their effects on the consumer’s behaviour has become a significant area of research within marketing. In this context, the aim of this article is twofold. First, it is shown that the widely accepted S-O-R model is incommensurable with the store atmosphere as the object of investigation. Second, the concept of bridging qualities from German philosopher Hermann Schmitz is introduced as a promising alternative to the study of store atmospheres avoiding the identified incommensurability. As the concepts of Schmitz have not been considered within marketing theory yet, the article breaks new ground.
Conquering new frontiers in research on store atmospheres: Kinetic and synesthetic qualities
Christian Julmi (author)
2016
Article (Journal)
Electronic Resource
Unknown
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