Personality Traits influence the relationship between In-store Environments and Urges to Purchase

Abstract

This study examine in-store environments trigger urge to purchase and did personality traits alter this connection. Using the Stimulus-Organism-Response (S-O-R) model, where data were collected through surveys of 278 University faculty in district Mardan. Findings show store elements like lighting, music, and crowding strongly increase purchasing urges (β = 0.88, *p* < 0.001). However, personality traits notably self-esteem and excitement significantly shape this effect (β = 0.06, *p* < 0.05). Neurotic individuals felt stronger urges, while conscientiousness reduced clutter-driven impulses. By centering on a developing economy, the research challenges Western retail assumptions, showing how cultural contexts reshape behavior. Practical strategies include tailoring store layouts to traits, such as creating calming “neuroticism zones” or lively “social hubs” for extraverts. The study repositions personality as a dynamic filter, not a fixed trait, urging retailers to design psychologically inclusive spaces. While limited by its single-region sample and snapshot data, the findings call for cross-cultural, long-term studies to refine adaptive retail strategies.