Atmospherics
Encyclopedia
In marketing
the term atmospherics is used to describe the discipline of designing commercial spaces. Atmospherics was coined by Philip Kotler
in a 1973 article in the Journal of Retailing..
Kotler argues that the tangible product is only a small part of the total consumption package. Buyers respond to the total product, which include services, warranties, packaging, advertising, financing, pleasantries, images and so on. Atmospherics covers three major art forms important to retail: architecture: exterior structure; interior design and the design of window displays. The atmosphere of a commercial space performs three functions: creating attention
, messages (communication) and affect.
The term atmosphere is a term borrowed from architecture
. Space designed to make feel people in a certain way. This is apparent in cathedrals, which inspire a feeling of spiritual awe.
Kotler provides two definitions of atmospherics. It is the "conscious designing of space to create certain effects in buyers" or more precise, "the effort to design buying environments to produce specific emotional effects in the buyer that enhance purchase probability".
Atmospherics is a qualitative construct that encompasses the four of the main senses, with the exclusion of taste. The atmosphere of a commercial space can be divided in the intended intended atmosphere: the designed space; and the perceived atmosphere: the consumer's perception of that space.
Atmospherics is a relevant marketing tool where the product is purchased of consumed and where the seller has design options. These are generally retail spaces such as shops and restaurants, but also libraries, religious buildings, civic buildings and so on.
Atmospherics is more relevant as the number of competitive outlets increase and where product or price differences are small. Kotler presents atmospherics as an important concept in the positioning
of the value offering. Atmospherics is also considered more relevant were product and services are targeted at at specific buyer groups.
Kotler proposes a causal chain, connecting atmosphere and purchase probability:
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
the term atmospherics is used to describe the discipline of designing commercial spaces. Atmospherics was coined by Philip Kotler
Philip Kotler
Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University.-Early life:He received his master's degree at the University of Chicago...
in a 1973 article in the Journal of Retailing..
Kotler argues that the tangible product is only a small part of the total consumption package. Buyers respond to the total product, which include services, warranties, packaging, advertising, financing, pleasantries, images and so on. Atmospherics covers three major art forms important to retail: architecture: exterior structure; interior design and the design of window displays. The atmosphere of a commercial space performs three functions: creating attention
Attention
Attention is the cognitive process of paying attention to one aspect of the environment while ignoring others. Attention is one of the most intensely studied topics within psychology and cognitive neuroscience....
, messages (communication) and affect.
The term atmosphere is a term borrowed from architecture
Atmosphere (architecture and spatial design)
In architecture and spatial design, Atmosphere refers to the sensorial qualities that a space emits. Atmosphere is an immediate form of physical perception, and is recognised through emotional sensibility. Architects and designers use the notion of atmosphere to argue that architecture and space is...
. Space designed to make feel people in a certain way. This is apparent in cathedrals, which inspire a feeling of spiritual awe.
Kotler provides two definitions of atmospherics. It is the "conscious designing of space to create certain effects in buyers" or more precise, "the effort to design buying environments to produce specific emotional effects in the buyer that enhance purchase probability".
Atmospherics is a qualitative construct that encompasses the four of the main senses, with the exclusion of taste. The atmosphere of a commercial space can be divided in the intended intended atmosphere: the designed space; and the perceived atmosphere: the consumer's perception of that space.
Atmospherics is a relevant marketing tool where the product is purchased of consumed and where the seller has design options. These are generally retail spaces such as shops and restaurants, but also libraries, religious buildings, civic buildings and so on.
Atmospherics is more relevant as the number of competitive outlets increase and where product or price differences are small. Kotler presents atmospherics as an important concept in the positioning
Positioning
Positioning may refer to:* Positioning , creating an identity in the minds of a target market* Positioning , reader context* Positioning , a technology to approximate where a mobile phone temporarily resides...
of the value offering. Atmospherics is also considered more relevant were product and services are targeted at at specific buyer groups.
Kotler proposes a causal chain, connecting atmosphere and purchase probability:
- Sensory qualities of space surrounding purchase object
- Buyer's perception of the sensory qualities
- Effect of perceived sensory qualities
- Impact of buyers modified information and affective state