L. W. Turley

Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence

Abstract This review focuses on the research conducted over the years on the effects of facility-based environmental cues, or “atmospherics”, on buyer behavior. We review the pertinent literature by constructing a comprehensive table of the empirical studies in this area that focuses on the various findings associated with these investigations. This summary table indicates that atmospheric variables influence a wide variety of consumer evaluations and behaviors. In addition to discussing the findings and contributions of this literature stream, the article concludes by identifying gaps in the literature and suggesting potential future topics for atmospheric related research.

Consumer perceptions of service quality attributes at sporting events

Abstract Building on existing knowledge in the service marketing literature, this study investigates the importance of service attributes used by sports fans when evaluating the quality of their service experience at sporting events. A pool of 35 attributes was generated based on sports marketing and service quality literature, and pretest information provided from an MBA Services Marketing class and two undergraduate Sports Marketing classes. Cooperation was obtained from the athletic department of a university from a major athletic conference in the southeast. The sample was drawn from fans attending four basketball games during the month of February. The data were analyzed as follows. First, the mean importance value for each of the sports marketing service quality attributes was calculated. Next, the 35 attribute importance items were factor analyzed. Nine factors emerged from the data. The interpretation of these factors lead to the following labels (in order of variance explained): (1) employees, (2) price, (3) facility access, (4) concessions, (5) fan comfort, (6) game experience, (7) showtime, (8) convenience, and (9) smoking. After conducting the exploratory factor analysis, differences were examined in the mean importance values of these factors across a variety of demographic and fan identification characteristics.

Linking Retail Strategy, Atmospheric Design and Shopping Behaviour

Although not usually recognized in the published work in retail atmospherics, the environment created by retail managers is an important strategic variable. Most of the work in atmospherics has focused on consumer reactions to environments while the strategic dimensions of this decision have largely been ignored. The present paper explores this gap by focusing on the managerial dimensions of store atmosphere by linking retail strategies and atmospheric design with consumer behaviours and issues. This discussion underscores the necessity for retail managers to have specific goals for the atmosphere in mind before creating a store design since the retail environment is capable of eliciting a wide range of behaviours from consumers.

Atmospherics, Service Encounters and Consumer Decision Making: An Integrattve Perspective

The purpose of this article is twofold. First, a theoretical framework is described that integrates the published literature associated with atmospherics into a services marketing context. Secondly, the roles of atmospherics as they pertain to consumer decision processes within service encounters are specifically addressed. A propositional inventory is developed that postulates the relationship between atmospherics and the three primary stages of consumer decision processes – prepurchase, consumption, and postpurchase evaluations. Suggestions for future research and managerial implications are also presented.

A comparison of advertising content: Business to business versus consumer services

Abstract Several studies have investigated differences between goods and services advertisements, but no research has examined differences between business-to-business services advertising and consumer services advertising. The authors use the content analysis method to investigate differences in several message elements in the context of the two types of services advertisements. In their sample of 186 advertisements, 91 ads were for business-to-business services and 95 were for consumer services. The specific message elements evaluated were message appeal, headline usage, price information, quality claims, and the inclusion of an Internet address. The findings indicate significant differences between business-to-business and consumer services advertisements in the types of message appeals used.

Pricing retail services

Abstract Although the need for service pricing research is frequently voiced at conference sessions focusing on services marketing strategy, a macro examination of retail service pricing has yet to be developed. A discussion of how retail service pricing is unique from the pricing of retail goods is presented. The framework for the discussion is based on demand, cost, customer, competitive, profit, product, and legal considerations. Clearly, differences do exist. Research issues pertaining to retail services are also provided. It is our collective hope that this discussion will spur interest and generate much needed research in the area of pricing retail services.

Atmospheric Research: Past, Present and Future Directions

This is a conceptual paper which examines the progress made over the past 20 years in the exploration of the effects of environmental cues or “atmospherics” on buyer behavior. Herein the authors review the pertinent literature by constructing a comprehensive table of the em-pirical studies in this area, then, comparing and contrasting the various findings associated with these investigations. In addition to discussing current trends in research methodologies, the paper concludes by offering numerous suggestions for future atmospheric-related research.

Toward an Understanding of Consumers’ Price Sensitivities for Professional Services

The need to examine service pricing issues is frequently voiced. This paper explores ten factors that influence consumer price sensitivity. Propositions are developed and the relevance of each price sensitivity factor to the pricing of professional services is discussed.

Contrasting the Differences Between People-Driven and Facility-Driven Service Encounters

This paper suggests a conceptual approach which further expands and delineates the concept of a service encounter. The authors focus on those situations where the customer does not interact primarily with another human being but instead interacts with the service facility or atmosphere. These facility-driven service encounters can have differences from encounters that are primarily people-based. This paper explores the notion of a facility-driven encounter and provides examples of them. Second, the authors discuss a series of propositions about these encounters, highlighting on issues which differentiate facility-driven services from people-based services.

Sponsorships in Sports Marketing: Some Propositions

Sponsorships of sporting events have experienced phenomenal growth in recent years. Yet, very little research attention has been devoted to this widely used promotional tool. We first briefly clarify the phenomenon of sport sponsorship, and then provide propositions concerning areas of interest that researchers may wish to pursue. In doing so, we point out existing gaps in the sports sponsorship literature and present propositions delineating possible foci of future research.