Executive Takeaways
■ Consumers perceive the design of retail environments as having four distinct facets. ■ The four facets include: functionality, aesthetics, signage, and lighting. ■ Retailers can use the 20-item RED scale to better understand consumer perceptions. ■ Retailers can use the RED scale as an aid in developing compelling environments.
Brian N. Rutherford, Associate Professor of Marketing & Professional Sales Julie Steen, DBA Graduate
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