In-Store Ambient Environment Quality Scale

What it measures

Five items assess how customers perceive the overall pleasantness and sensory appropriateness of a store's ambient environment. The scale covers general atmosphere appeal as well as specific atmospheric cues -- the appropriateness of noise levels, lighting, and music. Unlike interior design scales that emphasise layout and furnishings, this measure focuses on ambient conditions that affect how customers feel in the store without necessarily drawing conscious attention to the physical structure.

Scale items

• The atmosphere at this store is pleasing.
• This store has an appealing atmosphere.
• The level of noise at this store is appropriate for this setting.
• The lighting in this store is appropriate for this setting.
• The music played in this store was appropriate.

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

Usage notes & scoring

Items were developed drawing on prior store atmosphere and servicescape measures by Baker, Grewal, and Parasuraman (1994) and Wakefield and Baker (1998), without directly reproducing items from either. The scale was developed in the context of a store remodeling field experiment where Store 1 underwent a major remodel. AVE of .76 and alpha of .94 both indicate strong internal consistency and convergent validity. The item about music appropriateness may be less applicable in retail environments with no background music -- researchers should consider whether to retain or modify this item for such contexts.

Recommended companion scales

Citation

Dagger, T. S., & Danaher, P. J. (2014). Comparing the effect of store remodeling on new and existing customers. Journal of Marketing, 78(3), 62-80.

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