GPH - International Journal of Business Management (IJBM) <p style="font-family: Helvetica;">The scopes of the journal include, but are not limited to, the following fields: Accounting, Advertising Management, Business &amp; Economics, Business Ethics, Business Intelligence, Business Law, Business Performance Management, Business Statistics, Change Management, Communications Management, Comparative Economic Systems,&nbsp; Corporate Finance and Governance,&nbsp; Development Planning and Policy, Organizational Communication, Business Fluctuations, and Cycles, Product Management, Production and Organizations, Production/Operations Management,Time Management, Total Quality Management, Travel/Transportation/Tourism, Welfare Economics.</p> GPH - International Journals en-US GPH - International Journal of Business Management (IJBM) <p>Author(s) and co-author(s)&nbsp;jointly&nbsp;and severally represent and warrant that the Article is original with the author(s) and does not infringe any&nbsp;copyright or violate any other right of any third parties and that the Article has not been published&nbsp;elsewhere.&nbsp;Author(s) agree to the terms that the <strong>GPH Journal</strong> will have the full right to remove the published article on any misconduct found in the published article.</p> The Impact Of The Experiential Context On The Consumer’s Emotional Reactions And Behavior: The Role Of Digital Stimuli <p><em>Shopping is not just about obtaining tangible products but also enjoyment and pleasure valuable benefits reflected in consumers' spending. Practical and theoretical concerns to examine how the experiential context features of retail stores stimulate consumers' enjoyment and pleasure. Previous studies examine the effects of physical and social environments on shoppers' responses and behavior. However, these studies focus on a limited number of atmospheric variables (e.g., scent, lighting, background music) in order to examine the extent to which consumers react affectively or cognitively.</em></p> <p><em>The development of new technologies and the web advent have led distributors to use digital stimuli. They can be considered as the main levers for manipulating emotional states and triggering purchases.</em></p> <p><em>This article aims to conceptualize the new digital aids used by retailers in order to facilitate the choice and enrich the customers’ experience by providing them with information, reassuring them, saving them time, or entertaining them.</em></p> Dr. Amal Doulkaid ##submission.copyrightStatement## 2021-10-30 2021-10-30 4 10 01 11