402 CHAPTER 12 BRAND ACTIVATIONadvertising and increased sales still has to be proved. However, according to the experience
of Simon Harrop of the Th e Aroma Company, a pleasant aroma induces a better response
than no aroma or, worse, an unpleasant smell.^82 One study^83 showed that products in a
scented shop were perceived to be better than identical goods in an unscented shop, while
another study found that a scented versus an otherwise identical unscented store induced
more positive evaluations of the store and of the merchandise, increased the intention to visit
the store, increased the intention to purchase some of the products and lowered the percep-
tion of the time that consumers had spent in the store.^84In an experimental study involving almost 800 respondents, the Mehrabian and Russell framework shown in Figure
12.12 was applied to store environmental colour. In total, 32 different colours were tested for a hypothetical design
store: eight different hues or pigments (green–yellow, red, blue–green, purple–blue, green, yellow–red, yellow and
blue), each at two different brightness levels (a bright and dark version of the colour) and at two different saturation
levels (saturated version containing a large proportion of the pigment versus an unsaturated version containing a
large proportion of grey). The results revealed that for two of the eight hues a significant difference in evoked feel-
ings could be found. Blue elicited significantly more pleasure and less tension in consumers than green–yellow.
Moreover, brighter colours induced significantly more pleasurable feelings and less tension than darker colours,
while more saturated coloured stores were judged by the respondents as significantly less tense. These results
show that the first part of the model in Figure 12.12 is confirmed: store colour has a significant impact on consumers’
feelings. Furthermore, evidence was also found for the second part of the model in Figure 12.12 : the pleasure evoked
by the store colour was positively related to respondents’ approach behaviour towards the store (i.e. willingness to
spend time in the store, to spend money in the store, etc.), while colour-evoked tension had a negative impact on
approach behaviour. The conclusion of this study seems to be that storekeepers had better avoid painting the store
walls in green–yellow and rather choose a (bright version of) blue instead. If blue does not fit the rest of the interior,
yellow–red or yellow are also good alternatives.^85RESEARCH INSIGHT
The impact of colour on consumers’ approach-avoidance behaviourBesides aff ecting the time that consumers spend in the store or their willingness to buy,
high pleasure feelings seem to be related to high customer satisfaction levels.^86 Th is is import-
ant since customer satisfaction seems to be the driving force of customer loyalty.^87
In conclusion, the majority of the atmospherics research seems to support the relationship
between store atmospherics, emotions and consumer behaviour. Some practitioners even say
that ‘50% of consumers’ decisions are made because of the environment they are in’.^88
Th erefore, a good understanding of store atmospherics and store dynamics is very important,
both for the manufacturer and the retailer.Figure 12.12 Relation between store environment and consumer behaviour
Source : Based on Mehrabian, A. and Russell, J.A. (1974), An Approach to Environmental Psychology. Cambridge, MA: MIT Press.M12_PELS3221_05_SE_C12.indd 402M12_PELS3221_05_SE_C12.indd 402 5/6/13 2:58 PM5/6/13 2:58 PM