The influence of Ambient Factors in Retail Stores: the Compared Effects of Perceived Colors and Store layout

This paper aims to compare the effects of a store layout and of the colors perceived by consumers on the emotions felt in a retail outlet and on the satisfaction of the customers. The effect of mood of patrons when entering the store is also checked. The results of an exploratory study show first the influence of the congruence between colors and the store’s image and the effects of store layout on the three emotions studied: oppression, pleasantness and nervousness. Moreover, these independent variables also affect the level of satisfaction.