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Using warmth as the visual design of a store: Intimacy, relational needs, and approach intentions

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  • Baek, Eunsoo
  • Choo, Ho Jung
  • Lee, Seung Hwan (Mark)

Abstract

Store design involuntarily affects consumer's thoughts and behaviors. Retailers use color and material to project a certain visual, modifying the environmental perceptions of a consumer's store experience. Although, a knowledge gap exists on how visual representations of warmth (via design elements) influence consumers in a retail context. In a series of three experiments, this research seeks to address this gap. Corresponding to assimilative effects of warmth, Study 1 shows a visually warm (vs. cold) store design induces intimacy. Based on complementary effects of warmth, Studies of 2A and 2B report a visually warm (vs. cold) store design is preferred only for consumers with high relational needs. Study 3 presents a boundary condition which reveals that our results do not hold for luxury brands. Together, the results provide valuable insights from a theoretical and managerial perspective on how retail spaces via design can influence consumers as nonverbal communication.

Suggested Citation

  • Baek, Eunsoo & Choo, Ho Jung & Lee, Seung Hwan (Mark), 2018. "Using warmth as the visual design of a store: Intimacy, relational needs, and approach intentions," Journal of Business Research, Elsevier, vol. 88(C), pages 91-101.
    • Handle: RePEc:eee:jbrese:v:88:y:2018:i:c:p:91-101
    DOI: 10.1016/j.jbusres.2018.03.013
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    References listed on IDEAS

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    Cited by:

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    2. Ma, Jianan & Li, Fangxuan (Sam), 2023. "Does ‘chicken soup for the soul’ on the product packaging work? The mediating role of perceived warmth and self-brand connection," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
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    6. Baek, Eunsoo & Huang, Zhihong & Lee, Seojin Stacey, 2023. "Visual complexity = hedonic? Effects of visually complex packages on consumer perceptions and evaluations of products," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    7. Sulfiah Dwi Astarini & Christiono Utomo & Ayu Fatimah Sari & M Arif Rohman & Nugroho Priyo Negoro, 2020. "The Influence of Performance-Based Building Design on the Strategy of Retail Property in Indonesia," Sustainability, MDPI, vol. 12(21), pages 1-15, October.
    8. Xiaolong Liu & Chang-Seok Kim & Keum-Shik Hong, 2018. "An fNIRS-based investigation of visual merchandising displays for fashion stores," PLOS ONE, Public Library of Science, vol. 13(12), pages 1-19, December.
    9. Zhang, Jin & Xu, Xiaobing & Keh, Hean Tat, 2022. "I implement, they deliberate: The matching effects of point of view and mindset on consumer attitudes," Journal of Business Research, Elsevier, vol. 139(C), pages 397-410.

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