A conceptual model of the holistic effects of atmospheric cues in fashion retailing

Paul W Ballantine, Andrew Parsons, Katrina Comeskey
  • International Journal of Retail & Distribution Management, June 2015, Emerald
  • DOI: 10.1108/ijrdm-02-2014-0015

Holistic effects of atmospheric cues

What is it about?

We take an holistic perspective of how and why store atmospheric cues affect shopper behaviour.

Why is it important?

Most studies of store atmospherics treat them in isolation which is unrealistic.


Professor Andrew G Parsons
Auckland University of Technology

Part of a portfolio of studies that focus on making retail and marketing research relevant as well as rigorous.

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The following have contributed to this page: Professor Andrew G Parsons