Atmospheric affect as a tool for creating value and gaining share of customer

Can the retail atmosphere he useful in developing long-lasting relationship s with consumers! This research addresses this question by investigating th e impact of positive and negative affect associated with ambient environmen tal conditions. A hey dependent variable is conceptualized and validated an d captures the proportion of business a customer spends in one location rel ative to a store's direct competitors. Structural equation results suggest that both positive affect and negative affect impact this measure, but the impact is facilitated through both feelings' relationship with hedonic and utilitarian shopping value. (C) 2000 Elsevier Science Inc. All rights reser ved.