Marketing professor Mark Rosenbaum writes chapter in new book ‘Environmental Psychology’

Mark Rosenbaum
Mark Rosenbaum

Mark Rosenbaum, Fulbright scholar and assistant marketing professor in the NIU College of Business, contributes a chapter in the recently published book “Environmental Psychology.”

Rosenbaum’s research in social spaces drew interest from the authors, who are experts in the field of psychology and who subsequently invited him to write a chapter.

His chapter, titled “Beyond the Physical Servicescape: How Social, Symbolic, and Restorative Servicescapes Influence Consumer Behavior,” is the result of his combined research efforts with Carolyn Massiah of the University of Central Florida.

Their research as shared in the chapter reveals how a business’s physical stimuli (usually under management’s control) and environmental stimuli (usually beyond management’s control) both impart social, cultural and psychological meaning that influences consumer behavior.

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