Retail Approach–Avoidance Scale

What it measures

Adapts Mehrabian & Russell's (1974) Pleasure–Arousal–Dominance (PAD) environmental psychology framework for retail store contexts. Measures the degree to which the store environment elicits approach behaviours (desire to enter, explore, stay longer, spend more, return, and interact with staff) versus avoidance behaviours (desire to leave quickly, limit time, avoid returning). Atmospheric pleasure is the primary driver of approach; arousal amplifies approach under pleasurable conditions but amplifies avoidance under unpleasant conditions. One of the most foundational and widely cited frameworks in retail atmospherics research, establishing that the physical store environment directly shapes shopping behaviour through its emotional effects.

Response format

Semantic differential (1–7 bipolar pairs) or Likert adaptation

Scale items

Approach Behaviours — positive engagement with the retail environment (Likert 1–7, strongly disagree to strongly agree)

• I would enjoy spending time in this store.
• I would want to explore the entire store.
• I would want to spend more time than originally planned in this store.
• I would feel comfortable in this store.
• I would return to this store.
• I would tend to spend more money than planned in this store.
• I would be attracted to this store.
• I would enjoy browsing in this store.

Avoidance Behaviours — desire to leave or disengage from the environment (Likert 1–7, strongly disagree to strongly agree)

• I would want to leave this store as quickly as possible.
• I would feel uncomfortable in this store.
• I would avoid further exploration of this store.
• I would want to get away from this store.
• I would feel unwelcome in this store.
• I would not want to return to this store.
• I would feel irritable in this store.
• I would want to avoid spending time in this store.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Two subscale scores. Pleasure is the dominant driver of approach behaviour — particularly time in store and unplanned spending. Arousal moderates: under high pleasure, high arousal intensifies approach; under low pleasure, high arousal intensifies avoidance. Effects are strongest in hedonic shopping contexts (fashion, specialty retail) compared to utilitarian contexts (grocery, pharmacy).

Recommended companion scales

Citation

Donovan, R.J., & Rossiter, J.R. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1), 34–57.

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