It’s no secret that physical surroundings strongly influence people’s moods and behaviors.
Despite all their efforts to presell consumers through advertising, marketers know that the
store environment influences many purchases. For example, one classic study showed that
consumers decide on about two out of every three of their supermarket product purchases
in the aisles (so always eat before you go to the supermarket).
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A more recent study in Germany showed that almost 70 percent of shoppers decide what to buy at the point of sale.18
The messages consumers receive