Development of an Instrument For Measuring Consumers’ Perception of Atmosphere

Morten Heide, University of Stavanger, Norway
Kjell Gronhaug, Norwegian School of Economics and Business Administration, Norway
Kirsti Laerdal, University of Stavanger, Norway
It has been claimed that consumers do not seek products and services as such, but rather the positive experiences these may yield. Atmosphere is frequently emphasized as a tool for creating such experiences. However, the concept is vague and difficult to measure, which represents a considerable challenge with regards to improving and managing atmosphere. In the hospitality industry, targeted survey instruments to measure consumers’ perceptions of atmosphere in hotel settings are lacking, despite considerable interest worldwide. This paper reports a first step toward the goal of developing such an instrument. Major findings are reported and implications highlighted.
[ to cite ]:
Morten Heide, Kjell Gronhaug, and Kirsti Laerdal (2008) ,"Development of an Instrument For Measuring Consumers’ Perception of Atmosphere", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 945-946.