Quality, value, satisfaction, trust, a

Firstly, the consumer is supposed to be a passive stakeholder in the physical environment-
individual relationship: only the influence of environment on consumers is studied whereas the
study of people’s influence on environment is neglected.
Secondly, research is focused on sense-stimulating cues of the environment. Other dimensions,
such as spatial configuration, though sometimes mentioned, does not really fit in the perspective
of this model.
Thirdly, people’s experience of the environment is supposed to be based on internal states, whilst
physical behaviour is supposed to be a consequence and not an endogenous variable. But, a few
works have proposed that behaviour may be an important means for the consumer to create its
experience (Sherry, 1998; Fischer, 1997; Moles and Rohmer, 1998; De Certeau, 1980).
A first attempt to challenge these limits was made by Titus and Everett (1995), who proposed the
following:
- Patterns of behaviour (i.e. movement and contact) are linked with types of experience
consumers are looking for. Two search strategies are distinguished: epistemic strategies and
hedonic strategies;
- These patterns of behaviour may be linked with spatial configuration.
As far as we know, the work of Titus and Everett has not been followed by empirical
investigations.
The aim of this paper is therefore twofold:
Explore the strategies used by consumers in stores;
Measure the influence of spatial configuration on these strategies.
The two following studies were carried out to reach these objectives.
I. Study 1: Behavioural Strategies of Consumers in Stores
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