Retail Crowding: Impact of Merchandise Density on Store Image Page: 43
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43
could impact the crowding level experienced by the consumer.
Spatial inadequacy has been described as the experience
of feeling cramped and is believed to result in arousal and
a response relative to the space (Baum and Koman 1976).
This feeling and response is due to affective density which
involves a judgement of perceived density by the consumer
against a standard set by the consumer.
The described process of cue interpretation leading to
perceived and then affective density is very much like the
process described in Mazursky and Jacoby's image formation
model. Both processes involve the consumer interpreting
physical cues in the store environment. In the image
formation model, environmental cues, i.e. details of store
X, appear in the objective reality. Information from these
cues are interpreted, evaluated and integrated and
inferences are made about the store. Cues that convey
information about density levels will result in perceived
and affective density interpretations. Based on the level
of affective density, the stress related to crowding will
occur.
Experienced Retail Crowding
Crowding is typically viewed as a negative perception
of excessive density, a subjective experience (Rapoport
1976) . That is, when density levels restrict or interfere
with the individuals' activities within that setting.
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Paden, Nita L. (Nita Lynn). Retail Crowding: Impact of Merchandise Density on Store Image, dissertation, December 1993; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc278584/m1/52/?rotate=0: accessed July 18, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .