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عمومی::
رویکرد رفتاری
When the levels of intensity are sub-optimal, consumers will try to avoid the situation whereas, when optimal, approach behavior is facilitated.
Following this rationale, if a retail setting is overstimulating, it does not facilitate approach behavior, but rather cause avoidance.
Addition- ally, lighting and its colors have demonstrated that they impact on shopper approach behavior, in-store congruency, expectations, and price and brand perceptions in retail settings (Babin et al.
For retailers, the enhancing effects of congruent scents on overall consumer ratings show that consumer have higher approach behavior, impulse purchasing and better overall experiences with congruent scents (Mattila and Wirtz, 2001; Morrin and Chebat, 2005).
Pleasant odors and congruency: effects on approach behavior.
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