Pras, Bernard; Briand-Decre, Gwenaëlle - Université Paris-Dauphine (Paris IX) - 2010
temperature on store evaluations. Three evaluative dimensions emerged from the factor analysis: stimulation, upmarket positioning … and relaxation. A 2 x 2 x 3 experiment (lighting x perceived temperature x retail outlet) shows that lighting and its … interaction with perceived temperature influence stimulation and upmarket positioning. Perceived temperature has a direct impact …