Meissner and colleagues studied decision-making in virtual reality environments; their findings can be applied by anyone conducting research in virtual places or developing virtual retail spaces, for example. The research team reports that “With high-immersive virtual reality (VR) systems approaching mass markets, companies are seeking to better understand how consumers behave when shopping in VR.
Cho and Suh studied the implications of use of combinations of particular colors in retail environments. They report that “An environment simulating a hypothetical retail store was developed using a 3D rendering program. . . . When viewing the images, participants were asked to identify which images looked most luxurious. . . . dark colors used in large amounts of surface were perceived as more luxurious than light colors. . .
Neuroscientists have thoroughly investigated the wellbeing- and revenue-related implications of r
Outcomes vary by product type
Laski and colleagues wanted to know more about how dynamic retail lighting could influence shopping behavior. Via eye movement tracking, they studied the implications over time of light intensity staying constant while the color rendering properties of that light changed: “The objective is for these changes to be subtle enough to not be consciously noticed by retail shoppers. . . . use of strategically modulated lighting conditions can, on average, increase shoppers' spatial range of browsing. . . .male subjects exhibited . . .
Pizzi and colleagues investigated the implications of experiencing retail environments physically and virtually. They determined that “Whereas previous research demonstrated the importance of consumers' hedonic [pleasure-related] and utilitarian shopping orientations in traditional channels, this study examines the potential of a VR store to elicit hedonism and utilitarianism. . . . . Participants were exposed to the same shelf in a VR-based and a physical store. We found . . . VR elicits both utilitarianism and hedonism. . . .
Verhagen and teammates studied links between consumer in-store experiences and those they have online. The investigators determined that “consumer evaluations of a firm’s online store have been found to be influenced by consumer interactions with the firm’s in‐store personnel. . . . we propose hypotheses and accordingly model in‐store personnel’s competence and friendliness as determinants of online store usefulness, online store enjoyment, and online store value. Using consumer data collected from two Dutch multichannel retailers, we test this model. . . .
Coskun, Gupta, and Burpaz studied how in-store crowds and store neatness influence shoppers’ behaviors. They report that “each participant in one of the four conditions was shown visuals of a store. . . . in the low crowded conditions, two people were visible in the visuals but in the high crowded condition, 14 people were visible. In the low messy condition, merchandise was organized well on the displays and racks, but in the high messy condition, merchandise was scattered. . .
Mowrey, Parikh, and Gue investigated links between retail store layout and exposure to products for sale. They report that “A retail store’s layout affects a shopper’s visual experience and correspondingly the time spent in the store, navigation through the aisles, and allocation of attention and money across departments and categories. We show that alternate rack layouts allow for more of a rack’s facing to appear in the shopper’s visual field. . . .
Scenting for appealing products