Conquering new frontiers in research on store atmospheres: Kinetic and synesthetic qualities

• Main Author: Christian Julmi
• Format: Article
• Language: fra
• Published: UMR 1563 « Ambiances Architectures Urbanités » 2016-09-01
• Series: Ambiances
• Subjects: store atmosphere; S-O-R model; kinetic qualities; synesthetic qualities; phenomenology; marketing
• Online Access: http://journals.openedition.org/ambiances/723

The study of store atmospheres and their effects on the consumer’s behaviour has become a significant area of research within marketing. In this context, the aim of this article is twofold. First, it is shown that the widely accepted S-O-R model is incommensurable with the store atmosphere as the object of investigation. Second, the concept of bridging qualities from German philosopher Hermann Schmitz is introduced as a promising alternative to the study of store atmospheres avoiding the identified incommensurability. As the concepts of Schmitz have not been considered within marketing theory yet, the article breaks new ground.