The impact of atmospherics on WOM about short life-cycle products: the case of motion pictures
| Pages | 471-483 |
| Date | 20 August 2018 |
| Published date | 20 August 2018 |
| DOI | https://doi.org/10.1108/JPBM-01-2017-1401 |
| Author | Leonidas Hatzithomas,Panagiotis Gkorezis,Athina Y. Zotou,George Tsourvakas |
| Subject Matter | Marketing,Product management,Brand management/equity |
The impact of atmospherics on WOM about
short life-cycle products: the case of
motion pictures
Leonidas Hatzithomas
Department of Business Administration, University of Macedonia, Thessaloniki, Greece
Panagiotis Gkorezis
Department of Economics, Aristotle University of Thessaloniki, Thessaloniki, Greece
Athina Y. Zotou
Department of Business Administration, Athens University of Economics and Business, Athens, Greece, and
George Tsourvakas
Department of Journalism and Mass Communication, Aristotle University of Thessaloniki, Thessaloniki, Greece
Abstract
Purpose –This paper aims to empirically examine how atmospherics affect word of mouth (WOM) about the brand. The authors focus primarily on
uncovering the causal mechanism in which such effect is serially mediated by both perceived positive emotions evoked by atmospherics and attitude
toward the brand.
Design/methodology/approach –To test the research hypotheses, 314 Greek moviegoers were drafted to participate in a survey. Data were
analysed using confirmatory factor analysis (AMOS) and the SPSS macro (PROCESS tool). The model was applied to motion pictures, as they provide
a particularly good example of short life-cycle products.
Findings –Findings indicate that atmospherics are related to WOM about the brand through perceived emotions evoked by atmospherics and, in
turn, attitude toward the brand.
Research limitations/implications –The present study extends the relevant literature by providing both direct and indirect links between
atmospherics and WOM about a brand.
Practical implications –The model of the present study could be applied to other short life-cycle products that sha re key characteristics with
motion pictures. Moreover, the present study increases movie producers and exhibitors’understanding of the effects of theatre atmospherics on
WOM about the movie and leads to practical suggestions and implications.
Originality/value –WOM is one of the key variables that can affect the profitability of short life-cycle products. To date, there was no evidence that
atmospherics can influence WOM about a short life-cycle product.
Keywords Word of mouth, Attitudes, Emotions, Atmospherics, Motion pictures
Paper type Research paper
1. Introduction and purpose
The role of store atmosphere on consumers’cognitive,
emotional and behavioural responses has been extensively
studied over the last four decades (Tang et al., 2001;Eroglu
et al., 2005;Parsons, 2009;Bigdeli et al.,2014;Jalil et al.,
2016). Two converging s treams of research in t he marketing
field, atmospherics and servicescape (Bitner, 1992), have
provided useful in sights on how and when st ore atmosphere
influences consumers’experience and evaluation of service
(Mari and Poggesi, 2013). In particular, pri or studies have
revealed both the effects of specific atmospheric cues (such as
music, scent, temperature) (Madzharov et al.,2015)andthe
interactive effect of different environmental cues on pleasure
(Morrison et al., 2011), arousal (Mattila and Wirtz, 2001),
dominance (PAD) (Kottasz, 2004), resource expenditures
(Babin and Darden, 1995), store evaluation, patronage
intentions (Baker et al., 2002), ima ge and shopping behaviour
(Mari and Poggesi, 2013). Likewise, atmospherics appear to
exert a significant effect on consumers’intentions to sp read
positive word of mou th (WOM) about the store (Babin et al.,
2005;Bonn et al.,2007;Jeong and Jang, 2011;Heung and
Gu, 2012).
The vast majority of relevant research (Grewal et al.,2003;
Spangenberg et al.,2006;Spence et al., 2014) to date has
focussed on the influence of atmosphere on consumers’
perceptions of the storeand only few studies have examined the
relationship between atmospheric cues and consumers’
perceptions of products sold in the store (Gardner and
Siomkos, 1986;Fiore et al.,2000;Baker et al.,2002;Babin
et al.,2004;Demoulin, 2011). Gardner and Siomkos (1986),
for instance, supportedthat a high-image store (e.g. a store with
The current issue and full text archive of this journal is available on
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Journal of Product & Brand Management
27/5 (2018) 471–483
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-01-2017-1401]
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