This chapter discusses research that has explored how elements of the brick-and-mortar retail environment (both the physical environment, such as store layout and design; and the social environment, including other shoppers and salespeople) influence consumers, using the perspective of a consumer identity researcher. The author’s intent is to highlight how a variety of elements found in the retail space, from lighting, to aisle width, to salespeople, and so on, can be identity-relevant for consumers and in turn impact their responses. The author concludes by providing a number of research ideas that could be pursued to further our understanding of the relationship between identity and the retail environment.
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