Lunardo, Renaud; Mbengue, Ababacar - In: Journal of Business Research 66 (2013) 7, pp. 823-830
The atmosphere of a retail store is a powerful marketing tool for influencing consumer behavior to the benefit of the retailer. This article explores the case where consumers perceive the store environment as a manipulative tool in use by the retailer. This article hypothesizes that incongruent...
