lecture 8 (1) Flashcards
SOR model of servicescape impact
Stimulus: ambient conditions, space/function, signs,symbols and artifacts
Organism: Perceptual response, cognitive response and affective response
Conotave Response: approach -avoidance, exploration - inertia, communicate - ignore, task completion
Atmospheric stimuli
Exterior
General interior
Store layout
Interior displays
Human variables
Responses to serviscape
Perceived serviscape
Employee response (cognitive, affective and conative)
Customer response (cognitive, affective and conative)
cognitive responses
Beliefs (attributions of cause –> Determine quality
Categorization (cue –> category –> schema + script)
Symbolic meaning (suggestion)
No intrinsic cues for quality –> extrinsic cues for quality determination and supporting beliefs
Prototypicality of servicescape attributes
More typical category members are more liked than less typical members
Perceptions of attributes –> Attribute sharing exterior, interior, overall –> perceived typicality –> attitude, recall and learning –> approach avoidance
Exterior: clear sign, brick, bushes, parking space, drive thru window, big windows, many windows
Affective responses (PAD)
dimension 1: pleasure
Dimension 2: arousal
dimension 3: dominance
Conative responses
All behavioral responses to environmental stimuli are either approach or avoidance responses
- (desire to) physical approach avoidance
- (desire to) exploration or inertia
- (desire to) communicate or ignore
- Extent of and satisfaction or dissatisfaction with task accomplishment
Connative responses (types)
attitue
time
Affiliate = communicate to others
Sales = amount to spend
Research for servicescapes
Environment survey
direct observation
Environment survey = fast and easy
but: validity problems; multidimensional/subtle
Direct observation = detailed (external validity)
but: time and financial cost (qualitative)
Experiments = cause-effect, unconscious and subtle effects
but a few dimensions at a time, time and financial cost, external validity of the virtual stores