Worked example 1
A luxury cosmetics store uses warm low lighting, white and gold décor, subtle floral scent, and quiet classical music. Customers report feeling 'relaxed and special' and average spend is 40% higher than at a brightly lit, unscented competitor nearby. Using atmospherics theory, explain these effects and evaluate the approach.
Show solution outline
Apply — Kotler: The store deliberately engineers a buying environment targeting high-end consumers. Each sense contributes: visual (warm lighting, gold = premium cues), olfactory (floral scent → positive affect), auditory (classical music → quality association, North et al.).
Apply — Mehrabian-Russell: Combined cues produce high pleasure and moderate arousal → approach behaviour (enter, linger, spend). Customers' 'relaxed and special' reports reflect positive emotional states mediating purchase.
Evaluate — strengths: Multi-sensory consistency reinforces brand image (2.5.3). Field sales data (40% higher spend) demonstrates practical validity. Aligns with S-O-R model (Stimulus-Organism-Response) used in consumer research.
Evaluate — limitations: Demand characteristics — customers may report feeling special because the environment signals luxury. Confounding — higher spend may reflect product range/pricing, not atmosphere alone. Individual differences — scent sensitivity, cultural preferences. Ethics — engineered environments manipulate emotion below conscious awareness. Generalisation — luxury context may not apply to discount retail.