Evaluating a servicescape: the effect of cognition and emotion

Abstract The debate among researchers regarding whether cognition precedes emotion or emotion precedes cognition in individuals’ evaluation process still remains unresolved and ambiguous. This paper attempts to review literature relating to the impact of the servicescape on customer behavior, with emphasis on the concept of Gestalt psychology. The Gestalt approach serves as a guide to understand and explain how an individual forms an impression or a perceptual image of a servicescape, how the image formation then leads to an emotional response, and finally, the actual appraisal or evaluation of a specific service environment.

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