Retail atmospherics in times of disruption: a PLS modeling approach of the role of emotions in a pharmacy environment

Purpose The purpose of this paper is to investigate the effect of atmospheric cues encountered in the complex retail environment of pharmacies and, in addition, to test the boundary conditions for the formation of experience-rich emotions. Following this rationale, the research succeeds to partially explain patronage decisions and behavior in pharmacies. Design/methodology/approach A quantitative methodology was used, using a structured...