Recent research by marketing scholars at Rutgers University—Camden and HEC-Montreal suggests that interior décor at a mall, especially involving color schemes, plays a critical role in determining shoppers’ perceptions of quality, not only of the mall itself, but also of the products sold there.
[The study] also finds that different subcultures do not perceive quality in the same way. For instance, French-Canadians had higher perceptions of product quality when the mall décor consisted of a warm color scheme. On the other hand, Anglo-Canadians found higher quality when the décor consisted of a cool color scheme.
The full press release is here. So that greenery is not there just to improve the environment or indoor air quality. How crafty! The research will be published in a forthcoming issue of Journal of Service Research, with the title "Person-Place Congruency: The Interactive Effects of Shopper Style and Mall Atmospherics on Consumer Expenditures".
Morrin and Chebat have also studied the effect of sound and smell on shoppers' spending behaviors. For example,:
In a survey of 774 shoppers at a large retail center in suburban Montréal, Maureen Morrin, an associate professor of marketing at Rutgers-Camden, and Jean-Charles Chebat, a marketing professor at HEC Montreal, found that impulsive shoppers – characterized as those who make unplanned purchases more often than so-called contemplative buyers – spend more when pleasant music is playing in the background.
Contemplative shoppers, on the other hand, tend to spend more money when a pleasant odor is in the background.
In 2004 an article Morrin co-authored with S. Ratneshwar, "Does It Make Sense to Use Scents to Enhance Brand Memory?" published in the Journal of Marketing Research (40 #1, 2003,pp. 10-25) received the Bright Idea in Marketing and Brands Award from NJPRO/Seton Hall, 9/2004.
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