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Exploring the everyday retail experience: The discourses of style and design

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Pecoraro, M., & Uusitalo, O. (2014). Exploring the everyday retail experience: The discourses of style and design. Journal of Consumer Behaviour, 13(6), 429–441. https://doi.org/10.1002/cb.1492
Published in
Journal of Consumer Behaviour
Authors
Pecoraro, Maria |
Uusitalo, Outi
Date
2014
Discipline
Basic or discovery scholarshipMarkkinointiBasic or discovery scholarshipMarketing
Copyright
© 2014 John Wiley & Sons, Ltd. This is a final draft version of an article whose final and definitive form has been published by Wiley. Published in this repository with the kind permission of the publisher.

 
In contrast to earlier studies focusing on spectacular retail store environments, this study concentrates on examining ordinary retail stores and everyday retail experiences. The article explores how different sorts of retail environments influence consumers' experience and behaviour. The research uses a comparative case study and employs the theoretical framework of geosemiotics. Investigating three different stores from the perspective of architectural style reveals that cultural meanings are firmly attached to interior style design, and these can be traced in customers' retail experiences. Our findings suggest, firstly, that stores' focusing solely on functional aspects such as the efficient use of space, standardization and self-service rather than also considering aesthetic issues leads to rather neutral and uninteresting retail experiences. Secondly, they show that the retail store environment affects the social relationships that consumers establish in commercial locations. Thirdly, the study indicates that customers' overall retail experience is linked to their perceptions of the store's social and environmental responsibility and moral values. On the whole, this research advances our theoretical understanding of everyday consumption experiences. ...
Publisher
John Wiley & Sons
ISSN Search the Publication Forum
1472-0817
Keywords
consumer culture research kulutustutkimus markkinointi
DOI
https://doi.org/10.1002/cb.1492
URI

http://urn.fi/URN:NBN:fi:jyu-201603161863

Publication in research information system

https://converis.jyu.fi/converis/portal/detail/Publication/23978106

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