The Influence of Atmospherics on Consumer Decision-Making Among Windhoek Restaurant Customers

Abstract

The purpose of this research was to establish the atmospheric variables used by restaurants, and to determine the relationship between atmospherics and subliminal and supraliminal stimuli. The study explored how atmospherics influenced the absolute threshold and investigated how atmospherics (pleasure, arousal, and dominance) affect the choices made by the chosen Windhoek restaurant customers. The study made use of a simple random sampling and the questionnaires were distributed to customers who dined at the said restaurant during a six-month period. The sample response rate was about 60% and yielded 175 responses. SPSS Inc Version 28 of 2021 and SPSS Amos version 26 were used for data analysis. Descriptive statistics were analysed, using factor analysis and Structural Equation Modelling (SEM) to display the data. The study established a relationship between atmospherics and subliminal as well as supraliminal stimuli. Marketing scholars are urged to psychology experts to gain greater insights on the phenomenon.