Introduction

In-store marketing (Madzharov, Block, & Morrin, 2015) aims to induce shoppers' purchases at the point of purchase (PoP) by inspiring impulsive (unplanned) purchases (Badgaiyan & Verma, 2015). Given that impulsive shopping can boost revenue and earnings, many retailers and service outlets have tried to exploit the PoP decisions of their potential shoppers by creating and managing shopping cues (Gilbride, Inman, & Stilley, 2015). The contributing shopping cues—also known as servicescape cues (Mari & Poggesi, 2013), in-store marketing (Pierre, Wesley Hutchinson, Bradlow, & Young, 2009), atmospheric effects on shopping behavior (Turley & Milliman, 2000), store environment (Geetha, Bharadhwaj, & Piyush, 2013), and situational context (Belk, 1975)— create a store environment conducive to purchase (Kotler, 1973). Retail managers can apply these shopping cues to create pleasant shopping environments that connect with targeted shopper groups to enhance the retail experience.