The effect of the arousal level in pop-up store environment. On hedonic and utilitarian consumer behavior

      Аннотация: "The purpose of this book was to learn more about the effect of low and high arousal level of the pop-up store environment on the behavior of hedonic and utilitarian consumers. Pop-up stores are relatively new, trendy settings, temporary shops offering retailers a tool of experiental marketing. They also provide consumers with amusement, novelty, adventure and personal interactions with the products. While in a less stimulated setting consumers with utilitarian shopping motivation feel more pleasant, high-arousal level in a store serves for the enjoyment of consumers with hedonic motivations. This also enhances impulse buying and patronage intentions."

Ключевые слова: Arousal, consumer behavior, Stimuli, store design, store interior, pop-up store, store environment, design factors