Congruent messages are more effective.
Consumers are motivated to shop at particular stores or use certain services at least in part because of the apparent personality indicated by retail/service environments. Orth, Heinrich, and Maikewitz have investigated the influence of interior design on perceptions of personality and learned that “Store personality relates systematically to five holistic types of interiors.
Eric Spangenberg, who has done a great deal of important research on the appropriate use of scents in retail environments, recently completed some holiday appropriate work that will have repercussions long after the end-of-year celebrations are over.
Environmental psychologists are not place-deterministic, they understand that many factors influence experience in a space.
The Signage Foundation shares, at the web address below, a report on the economic value derived from on-premise signs.
Research soon to be published in the Journal of Consumer Research links red and blue onscreen banners/backgrounds with specific consumer behaviors.
When designed well, restaurant waiting areas can add to the patron experience.
Ravi Mehta, Rui Zhu, and Amar Cheema investigated noise levels in retail environments and their repercussions for shopper behavior.
Kolb, Gockel, and Werth confirmed that temperature does indeed affect behavior.