Quality, value, satisfaction, trust, a

From the appropriation perspective (De Certeau, 1980; Fischer, 1997; Moles and Rohmer, 1998),
the organization of mobility (i.e. spatial configuration) must be studied rather than the senses-
stimulating cues of the environment.
II. Study 2: Influence of Spatial Configuration on Behavioural Strategies
II.1. Theoretical Background
From the point of view of Titus and Everett (1995), stimulating environment will lead to hedonic
strategies whereas legible environment will lead to epistemic strategies. But some environmental
cues are more closely linked with shoppers’ behavioural strategies.
Shopping environments possessing symmetrical design properties (grid aisle patterns, orthogonal
path angles) will be perceived as more legible and less stimulating than environments containing
more asymmetrical design properties (Titus and Everett, 1995).
For Moles and Rohmer (1982), the basic element of the environment‘s influence on behavioural
strategies is physical discontinuity introduced in the environment. This takes two forms:
-The enclosure is the degree to which the zone is open on the outside
-The micro-events (Moles and Rohmer, 1977) are, inside a zone, variations of a stimulus. It is,
for example, the end or the beginning of the shelf.
Combinations between these two elements define three types of space:
-Functional spaces aim at the efficiency of behaviour within them (Fischer, 1981). They are open
on the outside and have little and foreseeable micro-events (Moles and Rohmer, 1982). These are
spaces where nothing happens. They neither raise consumer interest nor make it easy and
enjoyable for consumers to interact with it. Only necessary actions are accomplished. We should,
therefore, find more functional utilitarian strategies in these functional spaces than in other
spaces, everything else remaining constant.
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