Store atmosphere: Conceptual Issues and It's Impact on Shopping Behavior

The importance of atmosphere in retail context has for long been recognized both among practitioners and researchers. This paper provides a systematic overview of the concept of atmosphere, dimensions of atmospheric and relevant studies on atmospheric in retail context. The aim of this paper is to review the pertinent literature stream on the effects of atmosphere on buyer behavior. We review the empirical studies in this area that focus on atmospheric stimuli and consumer responses. The article concludes by identifying gaps in the literature and suggesting future topics for atmospheric related research.