Modeling visual servicescape aesthetics and consumer response relationships

Abstract

In today’s media-saturated world, marketers have increasingly started relying on delivering superior human experience to differentiate their offerings and influence consumers. Physical surrounding or atmosphere is one such element of engaging consumers. It is known that consumers may enjoy spending more time and money in environments in which they feel more pleasure and high arousal. Further, research has also indicated that small changes in aesthetics of physical surroundings may influence consumers’ mood and emotional responses...