The impact of consumption goal on perceptual, cognitive and affective responses to retail environments: a conceptual framework

The paper builds on the existing literature and extends the current thinking on consumer relationship with the store environment to a framework that integrates goal specificity and information load of the environment through the interaction of consumers’ response to the stimuli (Holistic or Analytical) and consumers’ approach to the environment (Active or Reactive), respectively. The resulting 2x2 typological schemata comprises four experiential outcomes, namely: Expected Fit, Unexpected it, Rational Control and Emotional Submissiveness. A series of propositions are also proposed for future studies on the relationships among behavioral responses to store environment.