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Overall, what consumers can remember may not always be a good indicator of what they already know.
Hesse, Loesch, and Spies studied the effects of store characteristics on consumers' mood, their satisfaction, and purchasing behavior. This study indicates the atmosphere of the store directly affected the mood of the consumer, which became a big factor in their purchasing behavior...
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The results suggested customers in a pleasant store atmosphere are likely to spend more money on the products they liked. This effect was only due to the customer's mood during the time of purchase.
In an attempt to understand the impact of brand loyalty on consumers, Bhattacharya (1997) investigated the factors that relate to the deviations of brand loyalty in markets...
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