As virtual worlds and social media in general become important settings for marketing actions, we need to know what is the weight of social norms within such contexts. To what degree can a researcher expect that the answers obtained within a virtual world ¨C ultimately a social network ¨C...

This paper addresses the need for theoretical development in store atmospherics. An investigation is done on the comprehensiveness of the traditional environmental psychology approach. A model is advanced and a 2x2 typological schema is devised. Key theoretical deductions are made through...