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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
The Influence of a Retail Store’s Atmosphere on Consumer’s Reactions: The Case of Ephemeral Stores
Author(s)
Ghalia Boustani, Jean-François Lemoine
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DOI:10.17265/2328-2185/2021.06.005
Affiliation(s)
Université Paris 1 Pantheon Sorbonne (PRISM Sorbonne), Paris, France
ABSTRACT
Pop-up stores present many advantages to brands and customers. They take advantage of seasonality and events and manifest themselves in a relevant way in front of the targeted customer. Following a mixed-method approach, semi-structured interview outcomes were used to enrich the proposed research model, which was then tested by a questionnaire. Our research’s results highlighted interesting components respective to the Lebanese market’s pop-up stores; test and experimentation, collection presentation, communication and buzz creation. Test results showed that Lebanese pop-up store atmospheres are characterized by their social dimension; customers are less affected by the aesthetics and more affected by the crowd who frequents the pop-up. Results showed that customers feel happier and are more likely to stay and to spend time in the store than to make purchases.
KEYWORDS
ephemeral stores, pop-up store, experiential contexts, emotional reactions, social dimension
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