Online Atmospherics - An Evaluation of the Current State of the Art and Future Research Directions

© 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.Previous research has demonstrated that atmospherics (lighting, scent, music, temperature, store layout, product display, etc.) impact consumers¿ emotional and behavioral responses, and marketers have applied them to in-store strategies to stimulate purchases. However, in the last decades retailers are confronting a significant technological transformation and face the challenges to attract a digital consumer in an online setting. This work focuses on new insights provided by marketing researchers about the role of atmospherics in the context of online stores. We contribute to this debate by providing a systematic literature review of articles published in the last decade on atmospherics in the main journals of marketing. The present study has two main objectives: first, identify theoretical keys about the role of atmospherics in online stores. And second, recognize areas for future research.