When art meets mall: impact on shopper responses

Abstract

Purpose The purpose of this study is to examine the role of artistic elements in a shopping mall’s experiential marketing strategy and the effects of artistic elements on customer shopping value (e.g. utilitarian, hedonic and symbolic) and shopper response (e.g. satisfaction, behavioural intention). Design/methodology/approach Data were collected from 300 shoppers in a shopping mall in Bangkok, Thailand. A partial least square-structural equation model was used to examine the impact of the artistic elements along with other elements in the shopping mall on shopper response through perceived shopping value. Findings Empirical evidence shows that artistic elements in an artified mall have a positive effect on customer hedonic and symbolic value, which in turn leads to positive shopper response. Artistic elements perform better than other elements in predicting symbolic value. Research limitations/implications The findings suggest that artistic elements should be considered a new source of mall differentiation and customer experience enhancement. Unique artistic elements add emotional and symbolic appeal to the mall, and mall managers should carefully choose artistic content that matches the position and target shoppers of their mall. Originality/value This paper proposed and empirically examined the effect of artistic elements as the new fourth atmospheric element. It extends the art infusion theory by applying it to the “non-luxury” shopping mall context to demonstrate the spillover effect of art on shopping value, which further influence shopper response.

Shopping value and patronage: when satisfaction and crowding count

“…There is sufficient evidence for the influence of utilitarian value and hedonic value on satisfaction (Vukadin et al, 2018). Further, several researchers have confirmed the positive effects of satisfaction on FPI (Atulkar and Kesari, 2017) and WoM (Rintamäki and Kirves, 2017).…”

“…Consumers derive social or symbolic value from their shopping in addition to functional and emotional/recreational value (Vukadin et al, 2018). Social value refers to the symbolic benefits consumers derive from the shopping where their personal values are expressed through the shopping activities (Rintamäki et al, 2006).…”

Importance of Interior Design: An Environmental Mediator for Perceiving Life Satisfaction and Financial Stress

“…Artistic interior design is normally known to be a part of marketing performance [ 10 , 11 ]. However, it is not just a marketing performance; it elaborates the consumers’ responses as an environmental stimulus [ 12 , 13 ] by provoking emotional and cognitive responses [ 14 , 15 ]. Therefore, the artistic interior design elements were considered as effective sensory stimuli to consumers [ 16 , 17 ].…”

Innovative scenario planning of petrochemical enterprises in the Iranian community

“…Future studies (FS) is one of the newest research fields that have been recently used because of the nature of the competition (Brem and Utikal, 2019; Walsh and Winsor, 2019; Van de Ven, 2017), rare resources and chaos world (Vukadin and Assarut, 2018; Richter et al , 2018). The complex nature of leading-edge phenomena and challenges calls for different approaches and innovative tools for planning and although traditional management capabilities are still needed, to succeed in such an unpredictable environment (Renwick et al , 2019; Goldsby and Zinn, 2016; Kieser et al , 2015).…”

“…Planning seeks to control and close the future, while FS seeks to open up the future, moving from “the” future to alternative futures (Logkizidou et al , 2019; Nitzl et al , 2016). The growth of FS is also a result of the desire of businesses to find information that can aid in making better business models (Vukadin and Assarut, 2018). FS, along with designing thinking, is used to better understand the second and third order effects of specific strategic decisions (Zobel, 2017).…”