AALTO SCHOOL OF ECONOMICS

The role of online store

atmospherics in consumer
behavior
Literature review
Tommi Kaikkonen
31-May-12

The purpose of this paper is to examine the history of both offline and online store environment
research, review the current discourse on online store atmospherics, see how it affects shopper
behavior, and review empiric findings on atmospheric attributes.

1 Table of Contents and Introduction

1.1

Introduction...................................................................................................................... 2

1.2

Research questions .......................................................................................................... 4

The S-O-R paradigm ................................................................................................................ 5

2.1

Empirical research on the M-B model.............................................................................. 7

2.2

Motivational orientation .................................................................................................. 8

2.3

Evolvement of the S-O-R model into the internet era ..................................................... 9

2.3.1
3

Store environment and atmospherics .................................................................................. 12

3.1

S-O-R model by Manganari et al (2009) ................................................................. 11

Online store environment .............................................................................................. 14

3.1.1

The Online Store Environment Framework ............................................................ 14

3.1.2

Virtual atmospherics ............................................................................................... 15

Conclusion ............................................................................................................................. 20
4.1

Theoretical framework ................................................................................................... 20

4.2

Discussion ....................................................................................................................... 21

References ............................................................................................................................ 23

1.1 Introduction
Modern commerce first appeared in its modern form in early 13 th century Italy where a
community of traders was active within a greater society. The political freedom was conducive
to lively commerce and innovation. Similar to Italys political context favored modern
commerce, currently the context of globalization favors electronic commerce. (Heng, 2003)
Electronic commerce has been on the rise especially since the invention of World Wide Web
browsing in 1990 by Tim Berners-Lee. By the end of the 20th century, online security had
improved and continuous connection to the internet was possible via DSL (digital subscriber
line), enabling e-commerce to function on a whole new level. In 2011, e-commerce and online
retail sales in the United States alone were projected to reach $197 billion. (Wikipedia,
3/2012.)
Defined broadly, electronic commerce includes any form of economic activity conducted via
electronic connections (Wigand, 1997). Wigand also gave a narrower definition, where
electronic commerce is defined as the seamless application of information and communication
technology from its point of origin to its endpoint along the entire value chain of business
processes conducted electronically and designed to enable the accomplishment of a business
goal.
Electronic commerce is more efficient than regular modern commerce in several ways. For
example, labor and capital may be released from intermediary activities, such as a sales clerk,
to the production of goods and services. (Heng, 2003).
Electronic markets affect the consumer purchase decision in two ways. First, the digitization of
market mechanism reduces customers search costs in terms of money, time and effort needed
to gather information on price, quality and product features. Second, the information of
products and their distribution is digitized. For the seller, digitization eliminates the need to
maintain an inventory of goods (Turban et al., 2000, see Heng, 2003). These factors, combined

with a minimum need for personnel, have made electronic commerce a market with a low
barrier to entry, which has resulted in high competition in price.
In this literature review, I focus on one method of conducting electronic commerce: an online
store, accessible with a computer through a browser via the internet. While I could not find an
academic definition for online store, it was defined by emarketingdictionary.com (2009) as a
web site that enables visitors to find, order and pay for products and services.
Online store atmospherics have been studied widely (Eroglu et al., 2001; Sautter et al., 2004;
Fiore and Kelly, 2007; Manganari et al. 2009; Vrechopoulos, 2010;). Furthermore, the way web
designers establish atmospherics online is continually changing and evolving with leaps in web
technology, such as CSS3 (Cascading Style Sheets), which improves upon webs layout and
visual capabilities (see Figure 1). However, most of the academic releases on the subject do not
address the technical level of establishing atmospherics.
The study of online store atmospherics is gaining popularity as retailers are increasingly also etailers. Having an online store essentially expands the stores market to the whole world.
Delivery systems, such as post offices enable e-tailers to ship goods globally. Establishing an
online store is also getting easier, without the need for technical expertise increasing. One of
the popular online commerce platforms, Shopify, offers a platform with payments, website
hosting and website design as a complete service (Shopify, 2012).
The purpose of this article is to examine the history of both offline and online store
environment research, review the current discourse on online store atmospherics and how it
effects customer behavior, and review empiric findings on atmospheric attributes, such as
background music.

Figure 1: An example of evolution in web design. Web designers are

implementing

visual

elements

which

create

an

illusion

of

depth

and

photorealism to websites: shadows, shading, gloss and more (The Evolution of

Web Design, 2012)

1.2 Research questions

The main research question is:
How do online store atmospherics affect consumer behavior?
In order to answer the main research question, I first answer two sub-questions:
1.

How does the environment affect consumer behavior?

In section 2, I review how environmental cues cause different consumer behavior
according to the Stimuli-Organism-Response model.

2.

What are online store atmospherics?

Online store atmospherics is only one dimension of the online store environment.
In order to fully understand online store atmospherics, I will explain the evolvement
4

of offline store environment and atmospherics research onto the internet era in
section 3. Furthermore, I will observe the five online store atmospheric attributes
with empirical findings on their application.
Finally, in section 4 I will compile a theoretical framework to support my answer to the main
research question and conclude my literature review.

2 The S-O-R paradigm

The de facto way of connecting environmental cues and shopping outcomes is with the M-B
(Mehrabian-Russell) model that uses the S-O-R paradigm (Donovan and Russell. 1982; Eroglu et
al. 2001; Sautter et al. 2004; Manganari et al. 2009;).
The S-O-R acronym comes from the words Stimuli Organism Response. The paradigm was
adapted to environmental psychology by Mehrabian and Russell (1974; see Donovan and
Russell, 1982). The model, shown below in Figure 2, has been the basis for many online and
offline store atmosphere researches.

Figure 2: The M-B model by Mehrabian and Russell (1974; see Donovan and
Russell, 1982).
The taxonomy of the Organism and Response sections are developed unlike the Stimuli section.
This is because the sheer number of stimuli that is received from an environment should not be
an obstacle to linking the stimuli to a response (Donovan and Russell, 1982). The later
5

adaptations of the model, especially in the online environment, have developed taxonomies for
the environmental stimuli.
Environmental stimuli produce an emotional state that can be characterized in three different
dimensions: pleasure, arousal and dominance. Pleasure-displeasure refers to the degree to
which the personal feels good, happy or satisfied in the situation. Arousal-nonarousal refers to
the degree to which a person feels excited, stimulated, alert or active in the situation. The M-B
model refers to subjective arousal, defined as subjective experience of energy mobilization
(Russell and Feldman Barrett, 1999), while objective arousal is defined as the release of energy
collected in the tissues. (Duffy 1962; see Kaltcheva and Weitz 2006)
Dominance-submissiveness refers to the extent to which the individual feels in control of, or
free to act in, the situation. (Mehrabian and Russel, 1974; see Donovan et al., 1982).
The emotional states, which are pleasure, arousal and dominance, are uncorrelated, except for
pleasure and arousal. Mehrabian and Russel (1974; see Donovan and Russell, 1982) propose
that in a pleasant environment, high arousal leads to an approach response and an unpleasant
environment with high arousal leads to an avoidance response. Similarly in a neutral
environment, high and low arousal states lead to avoidance responses while moderate arousal
leads to an approach response.
In more recent applications of the model, the dominance dimension has been dropped. In a
study by Russell et al. (1982), a lack of independence was found in the dimension, as it could be
predicted from the other two dimensions. However, some researchers advocate its inclusion in
online environments due to the difference between online and offline retail environments
(Sautter et al., 2004). This is because in an offline setting, the retail environment is totally under
the control of the store manager, though customers can openly voice their opinions. In an
online environment, a customer might have the feeling that he has no control over the
environment because he cant even communicate to staff directly. On the other hand, some
websites give the user a chance to view the website in their preferred layout.

Moving on to the response part of the model, Mehrabian and Russell (1974; see Donovan and
Russell, 1982) describe the four aspects of the approach and avoidance behaviors as:
1. A desire physically to stay in (approach) or to get out of (avoid) the environment
2. A desire or willingness to look around and to explore the environment (approach)
versus a tendency to avoid moving through or interacting with the environment or a
tendency to remain inanimate in the environment (avoidance)
3. A desire or willingness to communicate with others in the environment (approach)
as opposed to a tendency to avoid interacting with others or to ignore
communication attempts from others (avoidance)
4. The degree of enhancement (approach) or hindrance (avoidance) of performance
and satisfaction with task performances.
Donovan et al. (1982) adapted these behaviors to a retail environment, relating physical (1)
behavior to store patronage intentions, exploratory (2) behavior to in-store search and
exposure to retail offerings, communication behavior (3) to interaction with sales personnel
and performance and satisfaction (4) to repeat-shopping frequency and reinforcement of time
and money spent in the store.
In summary, the M-B model predicts that people spend more time and possibly money in stores
where they feel pleasant and from moderate to high arousal.

2.1 Empirical research on the M-B model

In nearly all cases, pleasant shopping environments result in more approach behavior such as
unplanned spending, duration of the store visit and social interaction (Kaltcheva and Weitz,
2006). Arousal effects of the environment are less inconsistent, resulting in both approach and
avoidance responses. To find a missing variable that would explain the inconsistent results,
Kaltcheva and Weitz (2006) conducted a study that hypothesized the shoppers motivational
orientation to moderate the relationship between arousal and pleasantness (inside the
organism-phase of the model). The results supported this. Task-oriented consumers wanted to
complete their shopping as efficiently as possible, therefore finding high-arousal retail

environments unpleasant. Recreation-oriented consumers like high-arousal retail environments

that create rich shopping experiences.

2.2 Motivational orientation

In many recent adaptations, the M-B model has been updated with a motivational moderator.
Usually the motivations are split into two orientations: utilitarian and hedonic.
The utilitarian orientation involves consumers engaging in shopping out of necessity to obtain
needed products, services or information with little or no inherent satisfaction derived from the
shopping activity itself. The hedonic orientation describes consumers engaging in shopping to
derive inherent satisfaction from the shopping activity itself. The shopping activity is freely
chosen and there is no need to engage in it (Kaltcheva and Weitz, 2006). As an example, a
customer with a utilitarian orientation might be looking for a screwdriver in a hardware store to
fix a broken appliance, while a customer with a hedonic orientation might be on a vacation,
shopping for the joy of it.
In Kaltcheva and Weitzs model (2006), the motivational orientation is a moderator between
arousal and pleasantness. While many new adaptations of the S-O-R model use some kind of a
motivational orientation, there has been no consensus on where exactly it is positioned in the
model. In the next section, where the S-O-R model is updated to the online age, we will see
differing opinions of the motivational orientations position.

2.3 Evolvement of the S-O-R model into the internet era

Figure 3: S-O-R model adapted by Eroglu et al. (2001)

While Eroglu et al. (2001) brought the S-O-R model to the internet context as seen in Figure 3,
Mummalaneni (2005) later validated the usefulness of the S-O-R model in understanding the
relationships among website characteristics, emotional responses of shoppers and their
purchasing behaviors. However, there is still no consensus on one optimal model for the online
environment. Compared to the M-B model, the model by Eroglu et al. (2001) replaced
Environmental Stimuli with Online Environmental Cues, which was divided into categories High
Task Relevant and Low Task Relevant. High task relevant cues contain info related to the
shopping goals, such as price, product description or return policies. Low task relevant cues do
not affect the completion of the task, but may be used to create a pleasant atmosphere.
The model also added Involvement and Atmospheric Responsiveness as moderators between
stimuli and the organism. Involvement refers to the degree of personal relevance to the
shopping goal. Atmospheric responsiveness is defined as the tendency to base patronage and
purchase decisions on the stores physical design and condition (Grossbart et al, 1991).
The cognitive state in the organism refers to everything that goes in the consumers minds
concerning acquisition, processing, retention and retrieval of information. In an online store
environment, it means how consumers interpret information provided on the screen, choose
9

from alternative sites and products as well as their attitudes toward the virtual stores. (Eroglu
et al, 2001)
Sautter et al. (2004) further adapted the Eroglu et al. (2001) model. Instead of task relevancy,
their version categorizes the environment into two parts: the virtual store seen on a screen and
the operator environment. The operating environment is the physical environment where the
customer is.
The internal state of telepresence is another addition to the organism of the model by Sautter
et al. (2004), defined by Steuer (1992) as the extent to which one feels present in the
mediated environment, rather than in the immediate physical environment. Telepresence is
an important addition to the model as it explains why the most important environment during
online store shopping is the virtual store and not the operator environment.
Shopper motivation is also added as a moderator between the organism and the response;
Sautter et al. propose that the optimal online store atmospherics are different for a consumer
motivated by hedonism than by utility. Hedonism places importance on telepresence and
affective states while utility puts emphasis on the efficient and effective delivery of wanted
information and/or the completion of tasks. Their proposal was confirmed by Kaltcheva and
Weitz (2006), as mentioned earlier, however they proved empirically that shopping motivation
was in fact a moderator between pleasure and arousal rather than between the organism and
the response.

10

2.3.1 S-O-R model by Manganari et al (2009)

Figure 4: S-O-R model adapted by Manganari et al (2009)

Evolved to a slightly different direction than by Sautter et al (2004), this model in Figure 4 by
Manganari et al (2009) does not take the physical operator environment into account, rather it
limits stimulus cues to those that are in the online environment. These cues will be thoroughly
explained in Section 5, Store environment and atmospherics. Furthermore, while the model by
Sautter et al (2004) puts shopping motivation as a moderating factor between organism and
response, and Kaltcheva and Weitz (2006) has it as a moderator inside the affect between
pleasure and arousal, this version by Manganari et al. (2009) has a similar but not identical
motivational factor moderating between the stimulus and organism. The similarity can be seen
as the Goal Attainment Orientation and Search Orientation grouping into the utilitarian
function in shopping motivation and Experiental Orientation as the hedonic function. This is
explained in Figure 5.

11

Figure 5: How both Sautter et al. (2004) and Manganari et al. (2009) implement
motivational orientation to their S-O-R models, but in a different way.
As I mentioned earlier, there is no consensus on how the consumers motivational orientation
should be implemented into the S-O-R model. However, it seems that there is a consensus that
shopper motivation should be included somewhere in the S-O-R model. Therefore, as a
managerial implication, it is important to take that into account when designing an online store.

3 Store environment and atmospherics

Now that we have looked at how environmental stimuli affect consumer behavior through
internal states, we will have a look at how the discourse around store environments evolved to
the web environment.
Atmospherics, in the retail context, is the effort to design buying environments to produce
specific emotional effects in the buyer that enhance his or her purchase probability. The
atmospheres of individual surroundings can be described in sensory terms through sight,
sound, scent, touch but not taste. Other artifacts in the atmosphere can however activate
remembered tastes. (Kotler, 1973) For example, regular customers at a McDonalds restaurant
will probably remember the taste of its fast food while walking by a restaurant through the
scent of the food.
Foxall (1997; see Falk et al., 2005) defines store atmospherics more specifically through the
customers viewpoint: Store atmospherics are the means by which a consumption environment
12

creates emotional reactions in customers. Store atmospherics create attention and

communicate both store image and level of service.
Store atmospherics is a dimension of the store environment according to Lewison (1994; see
Manganari et al., 2009), with other dimensions being store image and store theatrics.
Lewison (1994; see Manganari et al., 2009) expanded on Kotlers atmosphere definition by
building a taxonomy on the store environment seen below in Figure 6.

Figure 6: Store environment by Lewison (1994; see Manganari et al., 2009)

The first part of the store environment, store image, has quite a few definitions (Kunkel and
Berry, 1968; Oxenfeldt, 1974; Zimmer and Golden, 1988; Berman and Evans, 1995; see Yoo and
Chang, 2005). Berman and Evans (1995; see Yoo and Chang, 2005) defined it as a set of
functional and emotional attributes that are organized in the perceptual structures of
purchasers, and the structures are expectation on overall policies and executions of retailers. A
much simpler definition comes from Martineau (1958), where store image is the way in which
the store is defined in the shoppers mind. So to put simply, it means the different attitudes and
beliefs, and other functional and emotional attributes that a consumer has on a store.
Lewisons store atmospherics are similar to what Kotler (1973) proposed. With store theatrics,
the environment is not a static one: it has special events (such as a celebrity appearance) or
changing decoration (Lewison 1994; see Vrechopoulos and Siomkos, 2002).
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3.1 Online store environment

3.1.1 The Online Store Environment Framework

Figure 7: the Online Store Environment Framework. Manganari et al (2009)

Figure 7 shows the OSEF, or Online Store Environment Framework. Manganari et al (2009)
extended Vrechopoulos et al (2004) initial OSEF with virtual social presence. Vrechopouloss
model was adapted to the online environment from Lewisons (1994).
Virtual layout refers to the underlying web site structure (Griffith, 2005). In the offline world,
where the three common layouts (grid, free-form and racetrack) originated from, their layouts
are defined as (Vrechopoulos et al., 2004) the following:
Grid is a rectangular arrangement of displays and long isles that generally parallel to each
other. This is the standard in grocery stores. Freeform is free flowing with asymmetric
arrangement, employing different sizes and styles of display. The freeform layout is common
particularly in fashion stores. Racetrack is organized into individual areas built around a
shopping theme. The customer is led through a predetermined path to visit as many section as
possible. The racetrack layout is used in IKEA furniture stores.

14

Virtual theatrics, opposed to offline store theatrics (decr themes and store events), enables etailers to make their store look like a theatre through the use of images, graphics, animation
and icons (Manganari et al., 2009).
Virtual social presence is the implementation of social proof in an online environment. In an
offline store, we can see other shoppers and employees; proof that other people shop at this
outlet too. In an online store, the presence of other shoppers can be implied through web
counters, comments and crowding (Eroglu et al., 2001).

3.1.2 Virtual atmospherics

Next I will define the attributes of virtual atmospherics and review empirical findings on them. I
will not analyze scent appeal nor touch appeal, because they do not exist in an online setting
but only in the operating environment.
(general)
Online store atmospherics may act as a visual primer that influences product choice (Mandel
and Johnson, 2002).
3.1.2.1 Background color
Given that a website has a foreground (design elements, content) and a background (no
content), background color is defined as the predominant color of the background. The
background color is usually the most prominent color on a website, having the most screen
area.
There are quite a few classification systems for color, such as CMYK (Cyan, Magenta, Yellow and
Key) for print and RGB (Red, Green, Blue) for light-emitting screens. HBS (Hue, Brightness and
Saturation) is commonly used in academic papers due to the 3 dimensions being more intuitive.
For example, a certain color of beige could be represented in RGB as 81% red, 76% green and
58% blue. When we express the color in HBS dimensions as 47 Hue (yellow), 81% Brightness
and 28% Saturation, we can form a much clearer picture of the color in our heads. Some of the
15

older research in color theory can be methodologically flawed, as they dont control all the 3
dimensions of HBS (Valdez and Mehrabian, 1994).
The effects of color have been studied widely, focusing on physiological and psychological
impact (Bellizzi et al, 1983). On the physiological side, the color red has been found to have
effects on people, such as heart- and respiratory rate increase, which are not conditioned (that
is, we dont learn these effects; we are born with them) (Gerard, 1957; Clynes, 1977; see Bellizzi
et al, 1983). On the other side of the color wavelength spectrum, blue decreases both heartand respiratory rate.
On the psychological side, colors have been assigned different associations and emotional
responses. Red is described as active, adventurous and stimulating (Bellizzi et al., 1983). Yellow
is associated with cheer, gaiety and fun (Sharpe, 1974; see Bellizzi et al., 1983).
Valdez and Mehrabian (1994) studied the effects of hue, brightness and saturation against the
3-dimensional PAD (Pleasure, Arousal Dominance) model. They found that as brightness and
saturation increase, so does pleasure. Arousal and dominance increased linearly as saturation
increased, but the effect of brightness was ladle-shaped: very dark and very bright colors
increased both arousal and dominance.
Hue was also found to affect pleasure: the short wavelength colors (such as blue) were the
most pleasurable while green-yellow, yellow and yellow-red were the most unpleasurable.
As we can see, the color blue is pleasurable and relaxing. It should be the safest choice when
picking a background color or color scheme for an online store: compared to websites with a
yellow background, people perceive that a website with a blue background has quicker
download times (Gorn et al., 2004). People also have a more positive attitude towards the site
and are more likely to recommend it to a friend.
However the greatest effect on both relaxation and perceived quickness comes from
brightness. In fact the most optimal color in terms of relaxation is one with a blue hue, low
saturation (that is, more of a grayer blue) and high brightness (Gorn et al., 2004). For an
example of the use of these colors, see Figure 8.
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The website background may act as a visual primer that influences product choice (Mandel and
Johnson, 2002). In Mandel and Johnsons (2002) study, the visual prime originated from a
background image depicting different qualities of the available products, which resulted as a
bias when choosing products to purchase.

Figure 8: The Amazon online store uses low-saturation, high-brightness

background colors and accentuates them with mostly blue and dark grey text a
good example of a color scheme that strives for great relaxation and pleasure.
(Amazon, 2012)

3.1.2.2 Color scheme

A color scheme is an arrangement or pattern of colors or colored objects conceived of as
forming an integrated whole. (Dictionary.com, 4/2012)
Adapted to an online context, the objects are the visual elements on a website.
Color harmony is a term related to color scheme. While the exact definition of it is not agreed
on, Burchett (2002) defines it as two or more colors that are brought together to produce a
satisfying affective response. Therefore it is not enough to pick the right colors for an online
17

store based on, for example, the psychological associations of colors they should be in
harmony. While no research has been done on the effects of unpleasant or even bad color
harmony, one can only imagine the amount of avoidance behavior that could stem from it.
Hall and Hanna (2004) studied the effect of different combinations of background and text
color on readability. They found that while black on white has been often hypothesized as the
optimal combination for readability because of its maximum contrast, other combinations
matched it in legibility: white on black and light blue on blue. Based on these results, online
stores have some leeway in the background/text color combination: colors can be used more
freely to perhaps accentuate the store atmosphere without sacrificing readability.
3.1.2.3 Percentage of white space
White space, or sometimes called negative space, is the open space found between other
design elements or objects (Pracejus et al., 2006). Percentage of white space refers to the ratio
of whitespace to design elements.
White space is used in many types of documents, such as academic journals. There is
whitespace in the margins, on each four sides; there is white space between the lines of text. It
is due to a reason: it gives the readers a more satisfied reading experience, even though it
doesnt affect our reading speed or comprehension (Bernard et al., 2000; Chaparro et al., 2004).
Looking at other effects of white space, it has an impact on brand perceptions. Showing ads of
different sizes and with different percentages of white space, Pracejus et al. (2006) found that
white space is associated with higher quality, prestige, trust, leadership and lower risk.
One can imagine that the natural instinct of an online store owner is to cram as many products
into the shoppers view. That instinct is wrong: usability studies have consistently shown the
value of white space as an aid to locating and understanding information (Redish, 2000).
3.1.2.4 Background music
Sound in an online store can be divided into two categories: content and atmospheric sound
(Coorough, 2011; see Fiore and Kelly, 2007). Content refers to, for example, a sound clip of a

18

music CD to give the consumer a chance to listen to the music before buying. Background music
can be thought of as an equivalent for atmospheric sound.
Atmospheric sound is not very common in online stores. While not generalizable, a study
conducted about sound in 70 online stores found that only two had atmospheric sound (Fiore
and Kelly, 2007). They recommend future research on the subject, as most web atmospherics
studies are centered on visual aspects.
Background music can have an effect on product choice. A study conducted in an online wine
store (note: not peer reviewed) showed that more customers chose wine of the same
geographical origin as the background music, given that they recognized the musics origin
(Beukeboom et al, 2009).
3.1.2.5 Font
Font is defined as the glyphs that make up a typeface that is rendered on screen to produce
text.
World Wide Web had been restricted to only several core fonts, but today with CSS3 (Cascading
Style Sheet 3, a browser-technology to implement styling to websites), any font can be
embedded on a website (Smashing Magazine, 2009). As this increases the number of usable
fonts online, more attention should be paid to the selection of the typeface. People assign
personalities to typefaces, such as elegance, directness and friendliness (Brumberger, 2002),
therefore the typeface personality should be chosen to be in line with the target store image.
However, many websites still opt to use web safe fonts because of the latency caused by user
downloading a different font using @font-face (usually several hundred milliseconds) and their
optimization for screen reading. This can make a difference in countries where connection
speed is low, as the tolerable waiting time for internet users is approximately 2 seconds (Nah,
2004). If that time is exceeded, they might abandon the site.
Some people have proposed that sans-serif fonts make for better reading performance on
screen rather than serif fonts (Davidov, 2002; see Ling and Schaik, 2006). Bernard et al. (2003)
found that the sans-serif font Arial was preferred to the serif font Times, even though there was
19

no difference in reading performance. Ling and van Schaik (2006) also came to the same
conclusion.
It should be noted that computer screen technology is improving continually and getting closer
to the visual accuracy of print, so these findings might become less relevant in the future.

4 Conclusion
4.1 Theoretical framework

Figure 9. A theoretical framework that shows how the online store atmospherics
discussed in this paper affect consumer behavior. Adapted from Eroglu et al.
(2001), Sautter et al. (2004) and Kaltcheva and Weitz (2006)
I have assembled together a theoretical framework in figure 9 that holds the answer to this
literature reviews research question, how do online store atmospherics affect consumer
behavior? The framework is linked especially to online store atmospherics (the context of this
paper) while including the most applicable modules found in the newer adaptations of the M-B
(Mehrabian-Russell) model, such as atmospheric responsiveness, telepresence and shopper
motivation. I will now go through the framework, using the information from previous sections.
Online store atmospherics affecting consumer behavior is a process; and that process is
depicted with the S-O-R model, which is the de facto way of linking the online store

20

environment to consumer behavior and has been proven empirically by Mummalaneni (2005).
The first part of the three-part process is stimulus, in which I have limited the environmental
cues to online store atmospherics for the purposes of this paper. Operator environment is also a
part of stimulus; it indicates that besides the online environment, the user is in another
environment altogether. However I have not listed any cues below the operator environment.
This is because of telepresence inside the organism. Telepresence is the extent to which the
user feels present, in this case, in the online environment rather than in the immediate physical
environment (Steuer, 1992).
Atmospheric responsiveness is a mediator between stimulus and organism. It is defined as the
tendency to base patronage and purchase decisions on the stores physical design and
condition (Grossbart et al., 1990). In the context of this paper, the atmospheric responsiveness
of the consumer has the ability to either amplify or reduce the effect of atmospheric cues on
the consumers internal states.
The next part of the process, organism, includes affect, or emotional states, which is tied
closely with cognition (Forgas, 2008). The cognitive state refers to what goes on in the
consumers minds concerning acquisition, processing, retention and retrieval of information
(Eroglu et al., 2001). The emotional states can be rendered through the 3-dimensional PAD
(Pleasure-Arousal-Dominance) model. I have added shopper motivation as a mediator
between pleasure and arousal as proposed and empirically supported by Kaltcheva and
Weitz (2006). The shopper motivation includes the motivational orientations of utilitarian
and hedonic type.
The last part of the process is response. This is the part where actual behavior happens,
categorized either as an approach or avoidance response.

4.2 Discussion
Most of the info and know-how in online atmospheric attributes lies behind professional
designers applying best practices. They can design online stores that are pleasurable to look at
due to color harmony, intelligent use of white space and great typefaces. Most academic
research focuses on simple and foundational elements, such as the psychological effects of
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different colors or the combination of background and text color. They do provide a solid
knowledge base to start building an online store on, but establishing great atmospherics also
requires aesthetics. What I mean is, an aesthetic experience is required such as one
experienced with great color harmony. There is no exact science for this as views, for example
on color combinations, can be very subjective. A manager should inform the designer about the
target audience of the online store, and hope that he can create an aesthetic experience to
enhance the atmospherics for that audience. Another important aspect to take into account is
the motivational orientation of the shopper. An online hardware store should be designed in a
different fashion than an online store for luxury watches.
This literature review makes it clear that atmospherics have a significant influence on consumer
behavior in the online setting. Online store atmospherics can influence which product a
consumer chooses to buy (Beukeboom et al., 2009), they can affect store image through
different atmospheric attributes such as font personality (Brumberger, 2002) or amount of
white space (Pracejus et al., 2006). Colors and color schemes affect us both physiologically and
psychologically (Bellizzi et al., 1983) and those effects should be taken into account when
managers plan for an online store.
Furthermore, as we look at all the atmospheric attributes as a whole, their congruency can
enhance the effect on consumers emotions (Cheng et al., 2009). For example, fast paced music
coupled with a yellow-red background color will make for high arousal atmospherics, while
slow paced music coupled with a cool blue background color will make for low arousal
atmospherics.
Because of the high competition online store owners face, especially in the price category, etailers should look for different ways to differentiate themselves. Atmospherics is one of these
ways. It can make people recommend the website on their friends (Gorn et al., 2004), which
could make the difference between growing or declining profits.

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