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The DAST Framework for Retail Atmospherics: The Impact of In- and Out-of-Store Retail Journey Touchpoints on the Customer Experience

Research output: Contribution to journalArticle

Anne L. Roggeveen, Dhruv Grewal, Elisa B. Schweiger

Original languageEnglish
Number of pages10
Publication statusE-pub ahead of print - 2 Dec 2019

King's Authors


A proposed design–ambient–social–trialability (DAST) framework for retail atmospherics broadens conceptualizations to encompass not only the in-store experience but also out-of-store experiences that the retailer can control or influence. In turn, it expands understanding of retail atmospherics to incorporate multiple retail touchpoints that a customer may encounter during a journey. This framework also introduces a new dimension to conceptualizations of retail atmospherics, namely, the notion of trialability. By integrating literature on store environment cues with notions of the in-store sensory experience, this study also reveals some mediating and moderating factors that clarify how the DAST factors influence consumers’ shopping behavior.

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