Borges, Adilson; Babin, Barry J.; Spielmann, Nathalie - In: International Journal of Retail & Distribution Management 41 (2013) 7, pp. 498-511
different evaluations depending on the consumer's gender orientation. Design/methodology/approach – A pre‐test identifies … hedonic and utilitarian store atmospheres. A main study uses an experimental design to compare the impact of these atmospheres … should consider carefully how store design affects evaluations among male versus female‐oriented consumers. Research …