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<p>The literature highlights the critical role of store atmosphere in influencing customer behavior. An in-depth analysis of existing measurements reveals their incompleteness, particularly due to the neglect of the “synesthesia” dimension—integral for understanding multisensory impacts. To address this, a new scale incorporating synesthesia has been developed and validated in situ with 1000 consumers. This scale merges nine first-order dimensions grouped into eight second-order dimensions, including design, ambiance, crowd, staff, and synesthesia. This comprehensive approach not only fills existing methodological gaps but also provides a robust analytical tool for evaluating atmospheric effects with proven psychometric reliability. The inclusion of synesthesia allows for a deeper understanding of how integrated sensory stimuli influence consumer perceptions and behaviors, offering valuable insights for retailers aiming to enhance shopping environments and increase customer experience and engagement.</p>

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Assessing store atmospheric influences: development of a new multidimensional measurement scale

  • 期刊论文

  • 发表日期：

    2025年7月21日

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  • Karim Errajaa

摘要

The literature highlights the critical role of store atmosphere in influencing customer behavior. An in-depth analysis of existing measurements reveals their incompleteness, particularly due to the neglect of the “synesthesia” dimension—integral for understanding multisensory impacts. To address this, a new scale incorporating synesthesia has been developed and validated in situ with 1000 consumers. This scale merges nine first-order dimensions grouped into eight second-order dimensions, including design, ambiance, crowd, staff, and synesthesia. This comprehensive approach not only fills existing methodological gaps but also provides a robust analytical tool for evaluating atmospheric effects with proven psychometric reliability. The inclusion of synesthesia allows for a deeper understanding of how integrated sensory stimuli influence consumer perceptions and behaviors, offering valuable insights for retailers aiming to enhance shopping environments and increase customer experience and engagement.