Buyers respond to the total product, which includes services, warranties, packaging, advertising, financing, pleasantries, images and so on.
The atmosphere of a commercial space performs three functions: creating attention, messages (communication) and affect.
Atmospherics is a relevant marketing tool where the product is purchased or consumed and where the seller has design options.
Atmospherics is more relevant as the number of competitive outlets increases and where product or price differences are small.
Atmospherics is also considered more relevant where products and services are targeted at specific buyer groups.