Negative Perception of a Store Environment: Design and Validation of a Measurement Scale

This paper describes the process of designing and validating a scale to measure negative perception of a store environment (NSE) using Churchill’s approach (1979). The importance and relevance of this concept are first examined. Then, we present our methodology in terms of the individual and group interviews and the critical incident method which allowed us to generate a series of items related to environmental factors that are negatively perceived. Finally, exploratory and confirmatory procedures indicate that the scale is structured around four dimensions and has good validity estimates.