Can a retail environment be simulated by photographs?

Photographs are commonly used in store atmospherics research, although their ecological validity lacks conclusive support. To this end, we examine the effect of different representation media of a retail environment (i.e. one photograph, three photographs, or a real store visit) on customer experience, satisfaction, and behavioural and attitudinal loyalty. Two studies examine the robustness of our findings across low- and high-experience stores....