Shopping goals as antecedents of store environment's preference: an exploratory analysis and theoretical developments

Store environment research draws heveily on evironmental psyhcology Pleasure-Arousal-Dominance framework and on the underlying Stimulus-Organism-Response paradign. Where this used to be a widely accepted framework, new theoretical developments propose that more insights could be gained by considering an interactionist approach. To this purpose, we suggest that other relevant theories in environmental psychology can conveniently be applied to this branch of retail research. In particular we refer to the interactionist framework and its core hypothesis that individuals not only experience environmental conditions reacting to the environment but that they also use the environment to achieve their goals, therefore acting on it.