An empirical investigation of the influence of optimum stimulation levels in retailing

Purpose – A person's optimum stimulation level (OSL) reflects one's desired level of environmental stimulation and predisposition to act in the presence of environments. The purpose of this paper is to propose a comprehensive model, which illustrates that consumers with different levels of OSL have differing evaluations of retail store elements, shopping value and subsequent shopping behaviours. Design/methodology/approach – To examine the relationship between OSL and consumer perceptions and behaviours, interviews were conducted with retail shoppers in Taiwan ( n =147). Findings – Taiwanese shoppers with a high OSL were found to have more favourable evaluations of a store's ambient, design, layout and density elements than did consumers with a low OSL. Additionally, the high OSL shoppers reported higher hedonic and utilitarian values from their shopping. Most importantly, the shoppers with a high OSL spent more time and money in stores. Practical implications – With this research, hopefully retailers will pay even more attention to the ambient, design and layout elements of their stores. In doing so, they might be able to attract more consumers with a high OSL and entice them to spend more money. Originality/value – The paper contributes to the growing body of international retailing research by examining the effects of shoppers' optimum stimulation levels on their perceptions toward store elements, perceived shopping value, and purchase behaviours. Moreover, a comprehensive framework is put forth to assist future research.