Pavlov’s Dog Goes Shopping: Interactionism vs Reactionism in Store Environments

The paper addresses the need for theoretical development in the field of store atmospherics. An investigation is carried out into the comprehensiveness of the traditional environmental psychology approach in accounting for all the hypothetical situations which result from the interaction between shoppers and the objective features of the environment. A framework which extends the traditional Stimulus-Organism-Response model is advanced. A 2x2 typological schema is developed to account for the possible outcomes of the interaction, namely Utilitarian Fit, Hedonic Fit, Rational Control and Emotional Submissiveness. The more important theoretical deductions are formalized through hypothesis. Research and managerial insights are suggested.