Hide and See: Exploring the Role of Protective Regions and Clear Sightlines in Shaping Customer Behaviors

Abstract

Electronic Thesis or DissertationVarious attributes in the retail environment, such as clear sightlines and regions of shelter and protection, can make a consumer feel safe and ultimately impact consumer outcomes such as shopping intentions, satisfaction, and repatronage intentions. The hypotheses presented in this dissertation are rooted in Prospect and Refuge Theory, a subset of evolutionary psychology focused on the positive effect of the presence of clear sightlines and the protective regions on consumer behavior outcomes. Theorized to be driven by an evolutionary desire to inhabit regions that offer safety from possible threats while still permitting faculty of sight, Prospect and Refuge Theory theorizes humans possess a biological preference for environments with unobstructed views, such as transparent window or clear lines of sight to the door, and areas of protection such as alcoves, booths, covered areas, and perimeters. This research explores how environments that offer clear sightlines and regions of protection generate greater feelings of psychological safety which increase satisfaction and purchase intentions for consumers. We find that clear sightlines into a store and the presence of regions of protection increase sense of safety which drives higher shopping intentions and other key customer outcomes. In addition, we also explore potential boundary conditions for these effects such as store type and information about products and services. Findings from this research support the goal of retailers and service providers to enhance in-store experiences and are applicable in a vast array of contexts including restaurant, retail, hospitality, and entertainment settings