This paper focuses on unravelling the impact of atmospherics on shopper purchase behaviour in emerging markets like Nigeria and attempts to isolate the atmospheric cue that is the most signifi cant predictor of shopper purchase decisions. The paper seeks to establish a correlation between the design, ambient and social cues in big shopping malls and buyer purchase behaviour. A quantitative and deductive approach is adopted. Data collection is through a survey, and the principal research instrument is the questionnaire. Results reveal that retail atmospherics exert some signifi cant infl uence on shopper purchase behaviour. Empirical analysis indicates that retail atmospherics account for 34% of shopper purchase behaviour and that design cues are the most signifi cant predictor of shopper purchase decision followed by ambient cues. Social cues do not exert any infl uence on purchase decisions. A 'moderation' and 'mediation' analysis revealed that though design and ambient cues infl uence purchase decisions independently, the interaction effect on each other is not signifi cant. Consequently, there is a need to understand why social factors do not play a role in purchase behaviour. More importantly, there is the need to identify and understand other factors that account for the balance of 66% in shoppers' buying behaviour. Such a study might focus on factors such as pricing, sales promotion, loyalty programmes and other psycho-social factors which may work as key infl uencers in customers purchase decisions. For practical purposes, the focus should be on the design and ambient cues in the conceptualisation, development, and management of large retail stores.
JEL classifi cation: M30, M300
Across the ages, the media has evolved to become a critical tool of mass communication through its focal objectives of information, entertainment and education. With globalisation and the mixing of diverse cultures came the challenge of ethics. This arose from the fact that what is right for one culture might be wrong for another. This necessitated the need to take a second view on ethics in relation to popularity and see how these two concepts can intertwine in promoting a healthy media ecosystem. Leveraging an exploratory approach and relying on a critical review of relevant literature as well as narrative analysis of observation of contents of the Big Brother reality TV show, the study concludes that the media should be aware of its impact on the lives of its audience and make its content as humanly positive and uplifting as possible. The paper further posits that an ethical and morally upright media will cultivate a conscious and knowledgeable audience/consumer group. Finally, the study confirms that social responsibility is central to cultivating an engaging and active audience, and when the media perform their functions in a way that respects and upholds the dignity of the audience, media consumers will better understand themselves and the society they live in, and they will, in turn, appreciate the media more.
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