The effect of retail atmospherics on customers' perceptions of salespeopleand customer persuasion: An empirical investigation

Research in retailing suggests that atmospherics influence stout image and expectations of service and merchandise (Baker, Grewal, and Pauasura-man: T he Influence of Store Environment on Quality Inferences and Stout Image. Jo urnal of the Academy of Marketing Science 22 (Summer 1994) 328-339. Implici t to this stream of research is the realization that store atmospherics can enhance customers' quality perceptions, which lean, in turn. to higher lev els of persuasion. This article examines an unexplored but potentially impo rtant area. the influence of store atmospherics on the level of persuasion induced by retail salespeople. The results of the research suggest that sto ve ambience and design positively affect customers' persuasion as well as c ustomers' positive perceptions of salespeople. Additionally, the research s uggests that in "prestige ambience" stores, a reduction in the number of re tail salespeople does not significantly affect customers' buying intentions . In contrast, in "discount ambience" stores, an increase in the number of retail salespeople dramatically enhances customers' buying intentions. Mana gerial implications of the research are suggested, and directions for futur e research are proposed. (C) 2000 Elsevier Science Inc. All rights reserved .