Simulating in-store lighting and temperature with visual aids: methodological propositions and S-O-R effects

Lighting and temperature are two important stimuli in sensory marketing. However, these stimuli have not yet been studied in controlled retail environments. The objective of this research is twofold: to propose a methodology to infer the effect of different levels of lighting and temperature in a controlled environment with visual aids and to test the impact of these simulated stimuli on environmental perceptions and behavioral intentions, following a Stimulus-Organism-Response model. This model postulates that stimuli should influence internal responses which in turn shall have an impact on behavioral responses. Both a bright cool light and a slightly warm temperature had a stimulating effect on participants' store perception. Under these conditions, participants also increased their intentions to buy and to spend time in the store. The stimulative perception mediates the relationship between lighting and both intention to spend time in the store and purchase intention and temperature and intention to spend time in the store.