Retail Shopping Mall Semiotics and Hedonic Consumption Frederick W. Langrel ‘The purchase of goods may be incidental to the experience of shopping. People buy so they ean shop. NOT shop so they can buy. Thus consumers shop not only for goods and services or specific information but fot experiential and emotional reasons (Hirschman and Holbrook 1982). Hirschman and Holbrook (1982:92) state, “Hedonic consumption designates those facets of ‘consumer behavior that relate to the multi-sensory, fantasy and emotive aspects of one's experience with products." The activity of shopping is patt of the ‘experience of the product. But “retail mall” could replace “product” and hedonic consumption can be directly linked with the mall shopping experience in and of itself, Mall environments are part of a shopper's hhedonic consumption activity. Retailers appeal to the multiple senses of sight, sound, scent, tactile ‘and in the ease of food, taste. Fantasies can be played out in a mall as a shopper walks in the mall, i in a mall atrium or is “waited on” by responsive retail sales associate (Campbell 1987). ‘Some writers have made eonceptual links ‘between shopping malls, semiotic messages and consumer emotions, fantasy and acting (Kowinski 1985, Zepp 1986). Because the mall is enclosed itis protected from the outside world and controlled Inside. The mall is thus a theatre whete consumers can create their own world snd fantasize their parts ina play. Retailers provide the staging, props, lighting, and mannequins (Kowinski 1983). ‘Mall semiotics have alzo been conceptualized as exeaing sacred space again because the mall is Separated from the ouside world, A mal is safe, habitable, and sorves as a substitute from the medieval church. Zepp (1986) continues this analogy when he suggests that the church floor plan in the shape of a cross is reflected in the mall's cross layout. ‘The atmospherics of space, height, and light also play @ role in continuing this comparison Surprisingly lle research has been done on consumer Feactions to fctsil environmental variables, There has been a litle research on store atmospheres but no reported research in mall feltings. The above mentioned observations of mall interiors are suppositions not supported by consumer research, "The purpose of this review isto answer four questions, First, are visual presentations of retail interiors important in forming retail image? Next, how do retail environments work to influence consumer afestive evaluations and buying decisions? Then, how do specific environmental variables such as crowding, color, sounds, influence shopper images and behavior? Finally, because of the relative paucity of retail semiotic analysis, what research is needed in the Fields of rotil environment, semiotics and consumer response? hr, Valparaiso University IMPORTANCE OF VISUAL IMAGES 1 appears that depictions of a retail interior have a greater impact on consumer perception than does writen description, When respondents were shown combinations of favorable/unfavorable pictures (sides of restaurant interiors) along, with favorablefonfavorable written descriptions, visuals had 2 more lating impset. ‘The favorable picturesfonfavorable written combination led to an Improving retail image after the passage of time. By contrast, the image of the unfavorable Pictures/favorable written description deteriorated over time (Gardner and Houston 1986) “The impact of visual description was also shown in pricing smdy conducted by Buyukkurt (1986). "Respondents were given two grocery store Aescriptions. One store, family owned, had service departments such a8 a deli and in-store bakery. It had few weekly specials, but customers rarely waited in ine, and the store bagged and eared out the shopper’ purchases. The other supermarket was part fof a large chain operation, had no service epariments, and advertised weekly specials Shoppers had to waitin fine and bag their own ‘roceries. The inetior of the fist store was Aescribed as elegant, the second 25 spartan. These two descriptions were part of a pricing experiment, and even when the researchers stt the prices in the two stores equal, the respondents thought the first store still had the higher prices. ‘The researcher concluded thatthe services offered and the store interiors made a price statement; and even if the store's sctel prices were the same, shoppers would still believe the store that portayed a service image ‘would have the higher prices [But we must be careful in overplaying the impact of retail atmospherics. In a study conducted in England, Downs (1970) found store service features were more important that shopping center design factors in explaining the respondents image of a shopping center. Specifically, he explained 38 percent of the variance in retail image was due to Sore factors such as service quality, priee, shopping hours, selection, and quality. “On the other hand, only 16 percent of the variance in the image of the ‘hopping center was explained by ite structural features such as design, intemal pedestrian movement, visual appearance, and wraffie conditions. However, Downs’ main thrust was a measurement of shoppers’ cognitive, not their affective or ‘behavioral, responses. “Thus we know that depictions may influence reusil image, but do the environments work to influence behavior? ‘THEORY OF ENVIRONMENTAL IMPACTS. ‘The link between the semiotic variables and behavior may be the shoppers emotional reaction to retail environments, This emotional reaction my be influenced by the individual’ personality, the ‘Advances in Consumer Research Volume 18, © 1991 428amount of stimulus screening, and both shopper's ‘mood and mood inducing capabilities of the shopping experience, Belk (1975) suggested that situational variabies were as important as individual consumer characteristics in explaining consumer behavior. He suggested that physical and social surroundings such 1 Toeation, decor, noise, aromas, lighting intensity, physieal layout, and other persons present say affect a consumer's purchasing behavior Kotler (1973), author of one of the frst articles appearing in the retail Terature on environmental impacts of store interiors, suggests that a store's simosphere creates a retail image in the shopper's mind. If the image is positive, it will incline the consumer 10 shop in the store, He gave ‘number of ancedotal examples of the type of atmospheres specific types of retailers had created, ‘Tew years Inter, Markin etal, (1976) suggested in 4 gencial way how retail environments could influenee shopper behaviors. Neither of these teport:, however, related how various physical featurcs could serve as effective simul for 8 shopper. Russell and Mebrabian (1976) believe that emotional states resulting from exposure to retail atmospherics should be analyzed. Instead of only deseri>ing environmental factors, researchers should focus on the following emotional staes of retail shoppers: pleasureispleasure, degree of arousal (eclicge of aleiness and excitement), and dominance-submission. Specifically, environments that created heightened arousal and pleasure and stimulated mild feelings of dominance would lead to ‘maxinum buying (Mehrabian 1976). ‘When this theory was tested in a quasi-field seting, two of the tee dimensions did have a positive effect on predispositions to buy. Store ‘environments that induced pleasure or good feelings did lead to potentially greater impulsive shopping bbohav'or. Also, increased levels of arousal, feelings of alecness and excitement, led to a greater desite 10 linger in a store and interact with store personnel ‘The dominance dimension did not have an impact on interest in the store or buying from that store Donovan and Rossiter 1982). Other researchers found that actual shopping behavior was affected by ‘mood. When using the PAD scale 10 measure mood Sherman and Smith (1986) found in a survey of shopp-rs that a more positive mood resulted in purch:sing more items and sponding more money in 4 stor. However, the foregoing researchers did not ‘enumerate the store characteristies that led to these positive emotional feelings. The possible negative behaviors that arise from this arousal also need to bbe considered. High arousal may lead to impulsive and ezeessive consumption (O'Guinn and Faber 1986, Rook 1987). Personality, however, may be an intervening variable in the esiotional response. High stimulus need, high sensation seckers are more cenvirenmentally sensitive than low sensation seekers. Shopping behavior, number of stores shopp:d, duration of shopping wip, and frequency of ‘Advances in Consumer Research (Volume 18) | 429 shopping trips are also related to these personality variables (Grossbart et al. 1975). ‘The researchers point out that these findings were based on macto- ‘environments~shopping centers; however, they believed they may also be relevant for micto- environmenis-stores a5 wel. "Another personality variable may be the level of stimulus sereening. The more people screen out the environment, the lower their eavizonmental load and arousal level. People who do litle sereening ‘out of stimuli will have longer lasting arousal reactions to unusual of different envizonments. People who are more active sereeners will hive lower arousal levels and shorter arousal periods. Because nonscreeners have such strong reactions to their environment, they are much more likely to feck pleasing high arousal environments and avoid displeasing surroundings. Screeners will be more ambivalent, since the stimuli have a lesser impsct, and they can more easly sereen out unpleasant stimuli (Mehrabian 1976). Moods and emotional states also govern how consumers reset to store environments. Gardner (1985) suggests that store atmospheries and salespeople may affect consumers’ moods, and the ‘mood states may then influence purchase’ behavior. However, she also believes that the interaction is two-way. Consumers’ moods could aso influence hhow they perceived a given environment. Thus the impact was not only environment --> mood, but also ‘mood -> environment. Gardner (1985) further posits that shoppers probably select stores that Induce positive moods aad avoid those thet create negative ones, She does not indicate the types of ‘environments or the specifi environmental features that Toad to positive moods. ‘Thus we know that numerous authors believe ‘hat retail semiotics do Tead to a response on the part of shoppers. Some focused on situational or Physical variables, while others looked at the emotions stimulated by the physical setting, Personality and stimulus need will influence the type and intensity of emotional response, Finally, the ‘environment induces an emotion or mood but 2 consumer's mood at the time of exposure to retail umosphere will also influence how these messages are interpreted and what the resulting responses are. Therefore, shoppers’ affective and eonnotative responses may vary in the same retail envizonment, depending on the consumer's mood upon entering the store, ‘We now need to look at how specific environmental features will influence shoppers! affective and behavioral responses, INTERIOR PHYSICAL FEATURES' INFLUENCE ON CONSUMERS How do specific interior features relate 10 consumer affective and behavioral responses? Unfortunately litle research has been conducted in retail sottings on this question. Thus this section contains the findings of studies undertaken in both retail and nonreail settings. "The physical features480// Retail Shopping Mall Semiotics and Hedonic Consumption discussed are crowding, color, music and noi temperature and miscellaneous facors. BEHAVIORAL IMPACTS OF STORE INTERIORS, Crowding - Retll Settings A crowded, cluttered environment fosters @ low price image. ‘But crowding does have negative ‘connotations. In erowded stores, respondenis said they = spent less time shopping in the store + did less impulsive shopping, + purchased fower items per tip (lower Driority needs are deleted), = were less likely to socialize or seek contact With store personne, «were lors receptive to new store layouts (loo ‘hard to find things in the erowd or elutes), + were mote nervous, ense and confused and tds less confident about their purehases, ‘These findings were especially true for time constrained shoppers (Harrell and Hunt 1976). ‘Task. ‘otiented shoppers, ones who make fewer unplanned purchases and spend less time per shopping tp, fay alto be more sensitive to crowded conditions (Erogla and Harrell 1986), (Crowding - Other Environments ‘The impact of erowding on individuals was ‘the most popular by far of all interior environmental topics, Indeed, an entire issue of Environment Behavior (1975) was devoted to this topic. (Crowding had universally negative impacts on individuals, In crowded conditions, people performed complex tasks more poorly and became ‘ore frutated (Evans 1979). Crowded subjects experienced higher levels of hostility and increased anxiety (Zoedyk and Smith 1983), Finally, other researchers found greater levels of arousal (a negative reaction in this study) and greater levels of tension. Also, people did not become accustomed to crowded conditions (Epstein et al. 1981). But reactions to crowding are not the same forall people. ‘They ate partially influenced by national ‘origin, Gills etal (1986) found that Asians were ‘moze tolerant of erowding than Southern Europeans tnd that the British were the last toleram of ll three groups. Color - Retal Setting ‘Warm colors red and yellow, will atzset people to a sore, while cool colors (blue and green) ‘meourage more contemplation and less avoidance of the environment. Interestingly, the two types of colors were not related to price or quality perceptions of the store (Bellizzi et al. 1983). Muse - Retail Settings People will spend more time and more money in a store if slow-empo versus fastcempo music is played in the store. Respondents did not notice & Sifference in the tempo of the music, Tn a similar study in a restaurant, the slow tempo manipulation also yielded higher total expenditures (Milliman 1986, 1982). Nolse - Other Settings Noise, like crowding, is also detrimental to Jnuman performance. People who lived in a high aircraft noise environment reported more errors in sily tacks than those who did not live in there noisy conditions (Smith and Stansfeld 1986). Bronzaft and McCarthy (1975) also found that students in a room near elevated train tracks had lower level of reading performance than students in rooms on the quiet side of the same building. Noise also hed a negative impact on helping behavior, people being less helpful in noisy environments (Page 1977). For retail settings, the implication ie that shoppers will void or quickly leave a noisy environment. ‘Temperature - Other Settings Schneider and his colleagues (1980) did not find any decrease in helping behavior as the temperature changed. ‘Subjects in hot or cold environments were as Iikcly 10 give assistance as subjeets in a comfortable room. However, in an carlier study Griffith (1970) found that subjects who were hot reacted less positively to ether people than subjets who were comfortable. The implication seems to be consumers would avoid shopping ‘environments that had temperature outside of their ‘comfort range. Of course this range might vary scvording 10 person, season, seting, and shopping purpose. Signing - Retail Settings “The presence and typo of sign may or may not influence the level of sales. Namely, a benefit ign (a sgn that gave some information about the product) would lead to higher sales for both regularly and sale priced merchandise (McKinnon et al. 1981). ‘The impact on the consumers’ overall perception of the sore was not measured, Perhaps as signs are added to the store environment, the store may look more elutered and communicate a more "down" rarket image. ‘Other research on the use of signs found that nutritional signing in the produce department had Title if any, effect on produce sales. ‘The researchers thought that thir findings may have ‘been an artifact of the size (foo small) and placement (out of line of sight of the produce) of the Signs (Achabal et al, 1987). But other research on nutzitional signing is equivocal (Russo et al. 1986), Signs that presented positive benefits of certain ‘ultiens did not have an effect on sales of more ‘uittional products. But in another experiment ‘where negative nutritional information Was emphasized (sugar content of cereals) there was a ramatie change in sales to lower sugar content feteals, But this change in sales vas within the product category and di not lead to higher overall Sales for the store. An important finding of both Studies was that even if consumers did not changetheir purchasing patters the signs still increased ‘customer good will towards the supermarket (Achabal etal, -987, Russo et al. 1986). “The format information presented in a store hhas an impset on sales (Russo 1977). Shoppers were nuch more likely to shift to cheaper siore brands when unit prices in @ product class were presented in «list versus only displayed on individaal shelf tags. ‘This could potentially result in a lower sales volume, albeit higher profit margin since siore brands are cheaper to the consumer but have a higher profit margin for the retailer. But Russo hought hat, over all, the retailer would lose ‘money if the shopper switched to lower unit priced merchandise. He believed, however, that shoppers ‘would save an improved image of the supermarket that provided the easiest to use unit price informition. This possible ehange in image was rot meisured in his soy, Im summary, even if signs do not change purchve behavior, if the signs provide information consumers think is beneficial, shoppers will have an improved image of the store Other Factors Smells may convey a certain image. Thos perfume or odors of prepared food may have an Impact on shoppers. ‘Tactile sensation of handling merchandise may also ereate an emotional response. Unfortunately, these two factors were only hypothesized on the basis of unstructured interviews: no testing of their relationships was undertaken (Tauber 1972). “Mhe number of shelf facings may or may not influence the level of sales of a Brand item; the results of two studies were mixed. One stady found that in increasing the shelf facings of four products, ‘only onz product had an increase in sales (Cox 1964). Another study found a sales increase for tyes of four products (Kotzan and Evanson 1969), ‘These authors did point out thet this did not mean total stcre sales increased. Rather, sales may have simply shified between brands in a category FUTURE RESEARCH Lite roscarch has been done on totsil semiotics. Retail management texibooks always discuss store interiors and atmospheres, but, except for the studies cited, the impact of various ‘environmental features is based largely on anecdotal evidenes (Berman and Evans, 1986, Mason and Mayer 1987). "Trade literature is frequently cited as @ source for information on store interiors. Unfortunately, this "research" is ofttimes based on fobservations outside a controlled experiment, where the effert of extraneous variables was not eontalled, ‘research program investigating the major ‘componcnis of mell and store design and theit impact om shopper emotions, evaluations and behavior is required. (The conceptualization of this research design was panally bused on Belk 19753, 1975b, 1976; Broglu and Harrell 1986, Frederiksen 1972.) Fowever, this is more than simply a case of developing a taxonomy of retal symbols and ‘Advances in Consumer Research (Volume 18) | 431 investigating each element of retail semiotics, Rather one course of action is to develop a typolagy of retail environments. Then researchers need to focus on the total environment, the gestalt, of the ‘etal mall or store. Next, how the individual clements of reall design work to form this total image should be studied. Finally, these studies need to focus on shopper segments, ‘We need to determine if there is a typology of retil environmental messages. Historically we hhave focused on developing a taxonomy of shoppers (Anderson 1971, Bellenger and Korgaonkar 1980, Darden and Ashton 1974-75, Darden and Reynolds 1971, Montoe and Guiltien’ 1975, Moschis 1975, Stephenson and Willet 1969, Stone 1954, Williams et al. 1978). Bu a typology of environments is also necessary. Since shoppers differ (Gusnam and Mills 1982), all people will not react the same way to an environment, It is important to test the reaction of Aitferent groups of customers or a specific retailers target group to sore atmospherics. ‘Thus the research program needs to be market-segment and store-type specific (King and Ring 1980). The segmentation variables may include shopper demographics, psychographies, moods, and shopping involvement (Salma and Tashikian 1985), But other classification variables may be types of store (department store, supermarket, et.) typos of goods (convenience, shopping, specialty), and purpose of trip (entertainment, fact finding, parchase. ‘Two recent developments encourage experimentation. Larger chain organizations with increasing numbers of stores facilitate on-side versus Inboratory experiments. Becaure there large chains hhave more locations in which to use the information, they can use tres or four stores out of 1000 oF 2,000 units to serve as experimental sites 10 test color, sound, aisle width and configuration, or light intensity and type. Because of the large number of stores in the chain, researchers likely could find stores to serve as controls for the experimental stores. 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