CONSUMERS’ EMOTIONS IN STORE ENVIRONMENT: WHY DO EMOTIONS ARISE?
Keywords:Consumer emotions, store environment, subjective environment appraisal, causes of emotions
AbstractEmotions have significant impact on formation of consumer in-store behaviour, satisfaction and loyalty. Answering the question “what are determinants responsible for consumers’ emotions elicitation in store” may indicate for the scholars and retail professionals the ways to increase desired or diminish undesired emotional experience in store environment. Objective store environment does nor self affect consumers, it has impact to individual only after it is interpreted and appraised. Purpose of this paper is on the basis of critical review of research on environment-emotion relationship, indicating limitations and opportunities for following studies, to develop conceptual framework of store environment – consumer emotion relationship, where subjective environment appraisal concept would be integrated. This causal problem-solving construct combines subjectively appraised environmental characteristics, which are responsible for triggering emotions. Framework can be used as instrument to improve store environment, create marketing signals, it is relevant for instructing personnel how to indentify consumer emotions and deal with them.