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It's beginning to smell (and sound) a lot like Christmas: The interactive effects of ambient scent and music in a retail setting
Abstract
While extant research suggests that olfactory and musical stimuli can influence individuals' perceptions and behaviors, the combined or interactive effects of these environmental cues is not well understood. Using stimuli associated with the Christmas holiday season, this research explores the joint effects of ambient scent and music on consumers' evaluations of a store, its environment and offered merchandise. A 2 (no scent vs. Christmas scent)×2 (non-Christmas music vs. Christmas music) experimental design was implemented in a mock retail store. Results indicate that the effects of adding an ambient Christmas scent are moderated by the nature of the background music. In particular, consumers' evaluations are more favorable when the Christmas scent is in the presence of Christmas music. The presence of the Christmas scent with non-Christmas music, however, lowers evaluations. Results and implications of the findings are discussed with regard to retail practice and environmental psychology.
... Kotler (1973) talked about the importance of atmosphere in retail management strategy. Atmospheric factors have been shown to influence emotions, attention, and behaviors in various retail contexts (Kotler 1973;Spangenberg et al. 2005;Turley and Chebat 2002;Michon et al. 2005;Errajaa et al. 2021). Studies on the drivers of the atmosphere, considering social cues like companionship (Borges et al. 2010;Lucia-Palacios et al. 2018) and internal store design conditions (Baraban and Durocher 2010), as well as the introduction of smart technologies (Ameen et al. 2022), contrast with the direct impact of atmospherics. ...
... According to Rit et al.'s (2019) research, customers are more likely to spend time on products that are associated with highly exciting musical environments and high arousal scented environments. This is consistent with a study by Spangenberg et al. (2005) that found similar outcomes for the cross-modal congruency of scent quality (pine fragrance) and music theme (Christmas-based). ...
... Based on the theoretical underpinnings, we propose that customers and their companions who are exposed to an odor will show positive purchasing reactions. Atmospheric factors such as ambient scents have been demonstrated to impact emotions, attention, and behaviors in various retail contexts (Kotler 1973;Spangenberg et al. 2005;Turley and Chebat 2002;Michon et al. 2005;Errajaa et al. 2021). This study focuses on cross-country (India vs Poland) customer behavior and behavioral intents that are likely to be influenced by a store's ambiance, particularly when it comes to buying intentions and fragrance, along with companionship. ...
While previous studies have examined the influence of store atmospherics and social factors independently, limited research has investigated their synergistic impacts across cultures. In particular, the interactions between ambient scents, companionship influences, and cross-cultural shopping customs remain underexplored. Therefore, this study investigates how ambient scents influence retail shopping behaviors with a companion across cultures. Data were collected via surveys administered to customers in Polish and Indian shopping malls ( N = 579), examining the impact of detected fragrances on time spent, money spent, purchase decisions, cognitive responses, and attitudes. Shopping with a companion in a scented environment has a more positive influence on time spent, money spent and impulse purchases in India than in Poland. There is no difference between these two cultures regarding cognitive responses to a scented retail environment, but there are significant differences for attitudinal responses and repurchase intentions. We found a positive association between the consumer rating of the shopping environment in terms of the ambient scent and the amount of money spent in India, but not in Poland. Theoretical and practical implications are discussed for optimizing atmospheric design according to cultural customs around shopping companionships.
... For instance, in one early multisensory study on audio-olfactory interactions, Spangenberg et al. (2005) investigated the effects of combining an ambient Christmas scent ("Enchanted Christmas") and Christmas-style music on North American consumers' perception and evaluation of the products that were displayed in a mock retail store. The presence of Christmas music (Amy Grant's "Home for Christmas," 1992) enhanced favorable evaluations when paired with a Christmas scent whereas music from the same artist that was not associated with Christmas diminished the participants' evaluations. ...
... The experimental psychology and cognitive neuroscience literature here both provide useful frameworks when it comes to thinking about how best to match sound, soundscapes, 8 and music to scent. Perhaps the most obvious approach to connecting the two senses relies on the semantic congruence approach described above in the study of Spangenberg et al. (2005), whereby smell and sound are aligned in terms of a given identity or meaning, and therefore both denote said identity or meaning (e.g., the smell of Christmas and the sound of Christmas). ...
... It has even been suggested that scent selection can be achieved on the basis of the consumer's musical preference, perhaps hinting at the sharing of aesthetic preferences across the senses (e.g., Brown et al., 2011;Chen et al., 2022;Herz, 1998;Viengkham & Spehar, 2022). As such, there is growing agreement that one can talk meaningfully about, as well as empirically assess, the degree of congruency, or correspondence between scents and sounds (Errajaa et al., 2023;Mahdavi et al., 2020;Spangenberg et al., 2005;Zhou & Yamanaka, 2018), without having to discuss the phenomenon of synaesthesia (Anon, 2012). The evidence supporting the use of techniques such as the semantic differential technique and the emerging literature on crossmodal correspondences has been outlined. ...
Auditory branding is undoubtedly becoming more important across a range of sectors. One area, in particular, that has recently seen significant growth concerns the introduction of music and soundscapes that have been specifically designed to match a particular scent (what one might think of as “audio scents” or “sonic scents”). This represents an exciting new approach to the sensory marketing of fragrance and for industries with strategic sensory goals, such as cosmetics. Crucially, techniques such as the semantic differential technique, as well as the emerging literature on crossmodal correspondences, offer both a mechanistic understanding of, and a practical framework for, those wishing to rigorously align the connotative meaning and conceptual/emotional/sensory associations of sound and scent. These developments have enabled those working in the creative industries to start moving beyond previously popular approaches to matching, or translating between the senses, that were traditionally often based on the idiosyncratic phenomenon of synaesthesia, toward a more scientific approach while nevertheless still enabling/requiring a healthy dose of artistic inspiration. In this narrative historical review, we highlight the various approaches to the systematic matching of sound with scent and review the various marketing activations that have appeared in this space recently.
... A few recent studies have investigated the effects of music and odor on physiology within a same experimental protocol (Heine et al., 2017;Lee et al., 2017;Luauté et al., 2018), although only one considered music/odor interaction (Peng et al., 2009), and none used a physiological stress recovery paradigm. Behavioral studies have shown a beneficial effect of congruent arousal properties of music and odor in marketing and advertising contexts (Mattila & Wirtz, 2001;Morrin & Chebat, 2005;Morrison et al., 2011;Peters Rit et al., 2019;Spangenberg et al., 2005). To our knowledge, only Peng and collaborators (2009) examined the multisensory effect of the combined presentation of music and odor stimuli on ANS. ...
... The paucity of data related to multisensory interaction between music and odor prevented us to draw clear predictions regarding involved mechanisms (i.e., PNS or SNS) for the multimodal condition (music+odor). Nevertheless, based on behavioral studies, a beneficial effect of music and odor conjoint presentation on recovery was expected (Mattila & Wirtz, 2001;Morrin & Chebat, 2005;Morrison et al., 2011;Peters Rit et al., 2019;Spangenberg et al., 2005). ...
... Situation of stress and anxiety may especially induce such effect and lead to the perception of two concomitant stimuli as negative (Fenko & Loock, 2014). It might explain why other studies conducted in non-stressful settings (i.e., marketing and advertising field) reported a beneficial effect of combined music and odor when their arousal properties are congruent (Mattila & Wirtz, 2001;Morrin & Chebat, 2005;Morrison et al., 2011;Peters Rit et al., 2019;Spangenberg et al., 2005). The scarce literature on this topic prevents from drawing definitive conclusion regarding the multisensory effects of combined relaxing music and odor on ANS activity in a stress-recovery situation, and what may appear at first glance as a paradox certainly calls for further investigation. ...
Several studies have described, often separately, the relaxing effects of music or odor on the autonomic nervous system (ANS) activity. Only a few studies compared the presentation of these stimuli and their interaction within a same experimental protocol. Here, we examined whether relaxing music (slow-paced classical pieces) and odor (lavender essential oil) either presented in isolation or in combination would facilitate physiological recovery after cognitive stress. We continuously recorded the electrocardiogram to assess the high-frequency component of heart rate variability (HF-HRV), an index of parasympathetic activity, and electrodermal activity (EDA), an index of sympathetic activity, 10 min before, during and 30 min after a cognitive stress (i.e., completing timely constrained cognitively demanding tasks) in 99 participants allocated to four recovery conditions (control N = 26, music N = 23, odor N = 24, music+odor N = 26). The stressing event triggered both a significant increase in EDA and decrease in HF-HRV (compared to baseline). During the recovery period, the odor elicited a greater decrease in EDA compared to an odorless silent control, whereas no difference in HRV was observed. Conversely, during this period, music elicited a greater increase in HF-HRV compared to control whereas no difference in EDA was observed. Strikingly, in the multimodal music+odor condition, no beneficial effect was observed on ANS indexes 30 min after stress. Overall, our study confirms that both olfactory and musical stimuli have relaxing effects after stress on ANS when presented separately only, which might rely on distinct neural mechanisms and autonomic pathways.
... 2.2 Composite environmental cue (fragrance, music, store layout and temperature) in consumer's decision-making considering time spend and money spent inside a retail store Spangenberg et al. (2006) showed that scent and music when taken together acted as a strong influencer for higher footfalls in retail shops. Also, consider if music is playing in the environment and is matching with the pleasant ambiance fragrance. ...
... This study was further supported by Rit et al. (2019) study which suggests that consumers tend to identify products under a high arousal aromatic environment clubbed with a high stimulating musical environment. Also, Spangenberg et al. (2006) study shows similar results for the cross-modal congruency of music theme (Christmas based) with scent quality (pine fragrance). Finally, as consumers behave holistically within a shopping environment mismatch (Mattila and Wirtz 2001), thus the presence of an incongruent fragrance interferes and diminishes the overall impact of the purchase decision. ...
Olfactory marketing is a phenomenon that is in the current trend of usage by marketing experts to ensure that consumers are more involved in the purchase decision-making process. Past studies have revealed that customers today look for more than the product and give a lot of importance to the atmosphere where the product or service is being consumed. The study surveyed 190 shoppers across a shopping mall in Kolkata, India. The study further uses the SPSS software program to test the regressions between different variables and build a new understanding of the impact of fragrance cues on consumer purchase decisions under the influence of control variables. This is the first study to demonstrate the effects of fragrance cues on retail shopping stores in Kolkata, India. The study would help managers to fathom the essence behind the importance of olfactory marketing in the retail marketing area.
... A very well-known example is a Christmas market that presents Christmas products with matching visual, olfactory, and auditory stimuli (Fig. 5.1). The simultaneous use of Christmas music and corresponding ambient scents (e.g., cinnamon) leads to better evaluations of the sales environment, the retailer, and its product range than when just using music or scent in isolation (Spangenberg et al., 2005). ...
If brick-and-mortar retail were a company stock, most analysts would probably recommend that investors should sell it. Currently, improved online shop systems, faster logistics, and a generation of consumers who spend a significant amount of their time online are all driving the increasing share of online purchases. This also holds for products that managers long assumed would be exclusively sold in stationary retail stores. The consequences are obvious in many cities: Empty city centers and vanishing retail stores increasingly characterize the urban landscape. Despite decades of dead sayings, physical stores are not dead. On the contrary, for example, roughly 90% of retail revenues in Germany are generated in physical stores and major US retailers such as Target and Walmart have announced multi-billion-dollar investments in their physical stores in an effort to improve customer experience and target new markets. One reason that stationary retail is alive and well is that physical stores have an unbeatable advantage over online retail. They can create multisensory experiences by providing consumers with sensory stimulation across their various senses. We provide insights into the latest research findings on sensory marketing relating to vision, sound, and scent as well as their interaction—with some surprising results.
... A very well-known example is a Christmas market that presents Christmas products with matching visual, olfactory, and auditory stimuli (Fig. 5.1). The simultaneous use of Christmas music and corresponding ambient scents (e.g., cinnamon) leads to better evaluations of the sales environment, the retailer, and its product range than when just using music or scent in isolation (Spangenberg et al., 2005). ...
After more than 40 years of research on the use of music in retail environments, there is no doubt that music influences consumer behavior at the point of sale. A meta-analytic review of 25 studies covering a range of different types of music has shown that music has a positive influence on consumers’ shopping experience and buying behavior. Indeed, marketing practice has long recognized this effect and taken advantage of it. Not surprisingly, music has become one of the most frequently used stimuli in the atmospheric design of retail environments. This is not only due to music’s potential to elicit favorable consumer responses but also because it is relatively easy and inexpensive to implement in retail environments. In this chapter, we discuss how different properties of music such as tempo and volume affect consumer behavior and provide an overview of guiding questions for the use of music in retail environments.
... A very well-known example is a Christmas market that presents Christmas products with matching visual, olfactory, and auditory stimuli (Fig. 5.1). The simultaneous use of Christmas music and corresponding ambient scents (e.g., cinnamon) leads to better evaluations of the sales environment, the retailer, and its product range than when just using music or scent in isolation (Spangenberg et al., 2005). ...
... A very well-known example is a Christmas market that presents Christmas products with matching visual, olfactory, and auditory stimuli (Fig. 5.1). The simultaneous use of Christmas music and corresponding ambient scents (e.g., cinnamon) leads to better evaluations of the sales environment, the retailer, and its product range than when just using music or scent in isolation (Spangenberg et al., 2005). ...
The previous chapters described the relevance and impact of individual sensory stimuli on consumer behavior. In retail, however, the reality is considerably more complex. Consumers inevitably perceive retail environments and products in a multisensory way (i.e., simultaneously with all their senses). Thus, the presence of one sensory stimulus (e.g., scent) can influence how consumers react to another stimulus (e.g., music). Specifically, stimuli that appeal to different sensory modalities reinforce or complement one another, thereby influencing the perception and evaluation of the retail environment, the retailer, individual products, or even brands. Combining a scent with specific background music can, for example, lead to an enhanced shopping experience compared to using scent or music in isolation. In general, a multisensory approach has stronger effects on consumers than simply adding other stimuli appealing to the same sensory modality. The chapter highlights the concept of multisensory congruence, where stimuli that fit well together enhance evaluations of the retail environment, products, and brands. Additionally, we discuss the concept of crossmodal correspondences, illustrating how perceptions in one sensory modality can influence perceptions in another sensory modality.
... Auditory cues are particularly significant for retailers as they can positively affect consumers' moods, preferences and behaviors (Alpert et al., 2005;Hulte´n, 2013;Yi & Kang, 2019) and are even more difficult to ignore by consumers than other stimuli (Spence & Shankar, 2010). Cross-modal associations with auditory stimuli (for an overview see Knoeferle & Spence, 2021) have been found, for instance, between sound and colors (Marks, 1975;Sun et al., 2018), sound and smell (Mattila & Wirtz, 2001;Spangenberg et al., 2005) and visual cues (Helmefalk & Berndt, 2018), sound and taste (Guedes et al., 2023;Peng-Li et al., 2020;Ziv, 2018), sound and temperature (Velasco et al., 2013;Wang & Spence, 2017), as well as sound and physical size (Evans & Treisman, 2010;Lowe & Haws, 2017;Parise & Spence, 2012) or sound and flooring (Imschloss & Kuehnl, 2017). Referring to auditory cues, research has focused on the effects of structural differences in background music, such as tempo, volume, modality, timbre, intonation, accent, genre, familiarity, liking, and pitch on consumers' perceptions and behavior (Garlin & Owen, 2006). ...
Individuals inevitably make inferences concerning size when they consider an object presented without cues to its actual size. Recent studies show that structural differences in background music can influence consumers’ perceptions of product attributes through cross-modal correspondence. We introduce a new structural element of music, the “music event rate.” To this end, we make a distinction between the absolute density (notes per time unit) and the relative density (notes per measure or music event rate) and propose an influence of the latter on consumers’ perceptions of product size. Our study employs a 2 (notes per measure: four vs. eight) × 2 (music tempo: slow vs. fast) × 2 (music mode: major vs. minor) between-subject experimental design. Dependent variables are participants’ size estimates of three different food items (pictures of burger, pizza, wine bottle) presented online. The results show that the number of notes per measure has an influence on consumers’ size perception of food items insofar as a higher event rate or number of notes per measure in a music stimulus leads consumers to infer a smaller product size, whereas a lower number of notes per measure leads consumers to perceive products as larger. This cross-modal effects of the music event rate on product size perception represent a previously unexplored influence on consumer behavior.
... Therefore, it is essential to pay attention to the right usage of aroma in a store. An odour can be rated as pleasant depending on many environmental factors (Spangenberg et al., 2005); however, intensity and timing belong among the other most important determinants. ...
Purpose
The purpose of this paper is to examine FaceReader as a tool to compare the olfactory preferences of two selected countries. This paper examines the olfactory preferences of customers in the bakery department of a grocery store in the Slovak and the Spanish market.
Design/methodology/approach
The aim of this study is to examine subconscious/unconscious preferences in the selection of aromas suitable for the bakery department in the Slovak and the Spanish market. In this case, it is not a classical qualitative sensory testing of the perception of fragrances. The aim is to identify the associations of scents related to the selected sales department through images of the selected aromas. A special platform is used to obtain subconscious/unconscious feedback, which allows online collection of implicit feedback using the software FaceReader 7.
Findings
The authors noticed the different moods of the two groups of respondents when they answered the question about what they associate with the smell of bakery products. The Spanish respondents were slightly pleasantly disposed, while the Slovak respondents were slightly unpleasantly disposed. The smell of bakery products evoked more memories and emotions in the Spanish respondents than in the Slovak respondents, which can be explained by the higher pleasant mood. The main contribution of this work lies in the new opportunities to obtain feedback that can be used in marketing research and that rely not only on explicit but also implicit data. The extension of the methodological apparatus to implicit feedback presupposes some form of control of the data collected by the questionnaire. The use of biometric tools can represent an efficient alternative in terms of time and money to the use of neuroimaging tools in the selection/research of aromas for specific stores/departments.
Research limitations/implications
It must be noted that the sample is small, and adequate conclusions cannot be made about entire population. Based on empirical findings and pandemic-related limitations, the authors plan to conduct similar research with real aroma samples and with even larger sample of tested respondents, considering weather, season, olfactory sensitivity (anosmia, hyposmia and normosmia) and participant fatigue (beginning and end of the week).
Originality/value
Today, marketers are facing the greatest challenge of how to attract consumers’ attention. Every individual has a different perception of the shopping environment based on his own experience, beliefs and attitudes. This is why new marketing techniques and approaches are becoming increasingly popular in the marketing environment.
... Praznične dekoracije, uz glazbu i mirise, potiču pozitivne osjećaje topline i sreće. 27 Korporacije i trgovci vješto koriste Božić da bi ostvarili iznimne profite. U sezoni blagdana trgovci obilno upotrebljavaju stimulanse iz okoliša da bi postigli povećanje prodaje. ...
The meaning of Christmas as a religious holiday celebrating the birth of Christ in contemporary consumer society has transitioned into a kind of »consumption festival«. After the downfall of socialism, sociocultural changes in Croatia implied desecularization and freedom of religion but also a rapid transformation into a consumer society open to the processes of general commercialisation and consumerism. Celebrating religious holidays, especially Christmas, is not exempt from these processes. Keeping in mind the celebration of Christmas in modern society, this paper aims to analyse the consumer character of religious holidays in the context of consumerism. With an emphasis on the symbolism of Christmas night from which numerous religious customs have developed, the first part of the paper is dedicated to the theological view of Christmas, i.e., the question of what Christmas is as, for Christians, one of the most significant holidays. In the second part of the paper, from a sociological perspective, we answer the origin of contemporary manifestations of celebrating Christmas. We interpret consumerism and commodification practices as the outcomes of social and economic changes in recent decades and the emergence of a mass consumption society. We also present specific mechanisms of commercial manipulation in the context of Christmas shopping. In conclusion, we consider Christmas in the context of the social function of encouraging solidarity and maintaining social ties.
... Among the key findings of this study, the interaction and synergy of the five senses of hotel frontline employees suggested the positive role of organisational behaviour, which was consistent with the results of previous empirical research on sensory marketing in terms of customer service. The positive effects of multi-sensory synergy can provide positive hints to individuals (Spangenberg et al., 2005) and respond to the previous research conclusions about the embodied effect of physical senses on cognition. For example, the experience brought by taste will have a positive effect on individual judgment (Meier et al., 2012), and the mechanism of olfactory information is directly linked with memory . ...
This study explores the relationship between sensory experiences and the energy levels of Chinese hotel frontline employees, examining the pathways through which their resource energy is activated and the underlying mechanisms. Specifically, it looks at how frontline employees in Asian hotels promote work integration through relational and collective energy. Set within the Asian hospitality sector, this research highlights the Asian paradigms-service philosophies and management styles embedded in Asian culture and values-that have made an impact on the global hospitality industry. Interviews with 35 hotel employees resulted in 35 narrative structure maps, revealing that sensory synergy and compensation can activate an interactive dynamic mechanism, facilitating the ongoing activation of energy in their daily tasks. This process advances the five critical nodes of energy activation at work. The study significantly contributes by focusing on the individual and collective values of frontline employees as they navigate and adapt to shifts in the Asian paradigm. It reveals the internal mechanism that regulates the integration and optimisation of hotel frontline employees' energy, providing insights into improving employee well-being and performance in the hospitality industry. ARTICLE HISTORY
... Crossmodal associations may also develop linguistically when the same terms are used to describe sensations across modalities (e.g., the word "loud" can describe both sounds and colors, and the words "low" and "high" can refer to both auditory pitch and visual elevation; Gallace & Spence, 2006;Martino & Marks, 1999). Finally, sensory features can obtain semantic meaning due to repeated association with certain experiences (Krishna, Elder, et al., 2010), such as a pine scent and Christmas trees (Spangenberg et al., 2005), and an uncorking sound and champagne bottles (Knöferle et al., 2016). ...
Consumers are frequently exposed to uncomfortable sensory circumstances (e.g., hot weather and noise pollution), yet little research has examined how such discomfort might systematically shape preferences. Drawing from research on crossmodal associations, we propose and empirically support a discomfort‐driven crossmodal compensation effect in which consumers exposed to uncomfortable atmospheric sensations in one modality (e.g., loud noise) compensate through product choices across other modalities (e.g., choosing visually “quiet” products). Across five studies, we document the consequences of this phenomenon on actual (studies 1 and 2) and hypothetical (studies 3, 4, and 5) consumer choices and preferences. Further, we demonstrate that a desire to reduce sensory discomfort drives this crossmodal compensation effect, and the spillover only manifests when individuals are unable to adjust within the initially disturbed modality. Our research contributes to the literature on goal theory and crossmodal associations by demonstrating that discomfort experienced in one modality can systematically affect product preferences in other modalities.
... Atmospheric stimuli refer to the key elements of a retail environment, including music, colors and scent, which each play an important role in influencing consumer behavior (Bellizzi et al., 1983;Bone and Ellen, 1999;Chebat and Morrin, 2007;Douc e and Janssens, 2013;Garlin and Owen, 2006;Herz and Engen, 1996;Roschk et al., 2017). Among these stimuli, music has been the most studied as a retail atmospheric variable (Milliman, 1986;Yalch and Spangenberg, 2000;Morrison et al., 2011;Garlin and Owen, 2006;Hult en, 2015;Roschk et al., 2017;Spangenberg et al., 2005). Several studies have highlighted that retailers strategically utilize music within the store as an environmental cue to influence consumer behavior positively (Garlin and Owen, 2006;Roschk et al., 2017;Spangenberg et al., 2006). ...
Purpose – This paper aims to provide a comprehensive framework on how and when musical elements such as keys, complexity, tempo and volume influence consumers’ mood, attention, information recall, product evaluation and purchase decisions in the context of retail therapy.
Design/methodology/approach – This paper builds on a critical literature review to develop a conceptual framework and formulate relevant propositions, leveraging self-regulation and self-control theories.
Findings – Through our analysis of these studies, we found that in musical retail therapy, minor keys paired with high complexity can intensify negative moods and negative product evaluation. Conversely, major keys combined with low complexity can moderate negative and positive moods, leading to positive product evaluations. We argue that high tempo and high volume can invoke high arousal and low impulse control, leading to low attention and low recall. This subsequently moderates the negative mood, resulting in weak negative product evaluation. Low tempo and low volume, however, invoke low arousal and high impulse control, leading to high attention and high recall, which moderates negative mood and negative product evaluation.
Originality/value – Reflecting on the limitations of the existing studies, this conceptual work proposes a comprehensive theoretical framework for understanding the significance of musical elements in retail therapy that can enhance consumers moods and experiences. Further, the current paper is different from the existing literature in that it helps academic researchers and marketers understand different ways to use musical elements that can positively affect consumer behavior in a complex situation like retail therapy.
... Apesar dos achados descritos, deve-se considerar que a congruência entre o odor e a atmosfera de loja é uma ação complexa, uma vez que o cheiro escolhido pode não ter uma associação direta com o produto, mas pode representar uma experiência com a marca ou ainda evocar sensações positivas vivenciadas no cotidiano com o consumo do item que emite o odor. Conforme descrevem Spangenberg et al. (2005), embora as lojas especializadas usem frequentemente os cheiros inerentes às suas linhas de produtos, varejistas começaram a confiar nos odores ambientais não associados a qualquer produto em particular para atrair clientes e influenciá-los nas suas atmosferas de loja. ...
Resumo Esse estudo buscou investigar a relação entre o odor do café em atmosferas (in)congruentes de loja e a intenção de recomendação do ambiente pelo consumidor. Para tanto, foi realizada uma pesquisa de natureza quantitativa e de caráter causal, com desenho experimental fatorial (2x2), com designs de grupos independentes (between subject), por meio de um estudo experimental em laboratório, com 201 participantes divididos aleatoriamente em quatro cenários de manipulação. Constatou-se que a simples associação do ambiente com o café trouxe respostas positivas dos consumidores em relação à atmosfera de loja. Assim, quando a atmosfera de loja é congruente com o cheiro do café, indivíduos possuem maior intenção em recomendá-la, independentemente da existência do odor do café no ambiente. No entanto, se a atmosfera é incongruente com tal cheiro, ainda que o odor do café esteja presente, as intenções de recomendação serão menores. A originalidade dessa pesquisa se dá na identificação de que, uma vez que a atmosfera de loja seja congruente com o cheiro do café, indivíduos terão maior intenção em recomendá-la, independentemente da existência do odor no ambiente. Tal achado é inédito, contribuindo para a reflexão no campo de estudo sobre congruência e odor na atmosfera de loja. Deste modo, fornecemos evidências que são úteis no design de atmosfera de lojas de varejo, reforçando a importância de obter um ambiente congruente com as percepções do consumidor sobre ele.
Abstract This study sought to investigate the relationship between the odor of coffee in (in)congruent store atmospheres and the consumer's intention to recommend the environment. To this end, quantitative and causal research was carried out, with a factorial experimental design (2x2), with independent group designs (between subject), through an experimental study in the laboratory, with 201 participants randomly divided into four scenarios of manipulation. It was found that the simple association of the environment with coffee brought positive responses from consumers in relation to the store's atmosphere. Thus, when the store atmosphere is congruent with the smell of coffee, individuals have a greater intention to recommend it, regardless of the existence of the coffee odor in the environment. However, if the atmosphere is incongruous with such a smell, even though the coffee odor is present, the recommendation intentions will be lower. The originality of this research lies in the identification that, once the store atmosphere is congruent with the smell of the coffee, individuals will have a greater intention of recommending it, regardless of the existence of the odor in the environment. This finding is unprecedented, contributing to reflection in the field of study on congruence and odor in the store atmosphere. In this way, we provide evidence that is useful in the atmospheric design of retail stores, reinforcing the importance of obtaining an environment that is congruent with consumer perceptions of it.
... Un volume musical élevé améliore l'excitation des clients dans un magasin de vêtements, pourtant, il n'influence pas le plaisir des clients (Morrisson et al, 2011). Kim et Zauberman (2019) ont déclaré qu'une musique de fond au tempo lent peut aider à atténuer l'insatisfaction des consommateurs face aux retards de service, et donc peut affecte les états émotionnels et les comportements (Spangenberg et al 2005). Dans le même sens, Pantoja et Borges, 2021) ont confirmé que la musique rapide est plus efficace que la musique lente pour évoquer des attentes de goût positif et des intentions d'achat dans un restaurant. ...
Les recherches antérieures se sont occupées principalement de démontrer l’effet de la musique d’ambiance le comportement du consommateur. Néanmoins, nous ne trouvons pas d’études qui cherchent à comprendre et élucider la pratique de la musique d’ambiance dans les points de vente. Dans cette perspective, notre étude cherche à combler ce manque de travaux en réalisant une étude empirique dans un contexte marocain caractérisé par un patrimoine musicale riche et diversifié. Nous avons conduit 26 entretiens individuels auprès des responsables et des vendeurs des magasins et restaurants qui diffusent de la musique de fond. Les conclusions ont révélé que la gestion de la musique d’ambiance s’effectue d’une manière intuitive, sans faire recours à des professionnels du design sonore. Les choix et décisions prises reposent sur les préférences, perceptions et volontés des responsables et des vendeurs. Ce manque de stratégie sonore peut être lié aux ressources disponibles en termes de compétences, mais surtout à la volonté de l’enseigne de mettre en valeur l’un de ses éléments atmosphériques, à savoir la musique d’ambiance. Il est recommandé aux managers de recourir à des professionnels en design sonore et d’établir des indicateurs pour mesurer les réponses des clients vis-à-vis de la musique d’ambiance. Notre recherche se distingue en tant qu’une des rares études consacrées à une analyse approfondie de la pratique de la musique d’ambiance dans les environnements commerciaux. Les conclusions ont non seulement confirmé des constats issus des travaux antérieurs, mais ont fourni des nouvelles découvertes et clarifications en ce qui concerne la mise en œuvre de la musique d’ambiance.
... Apesar dos achados descritos, deve-se considerar que a congruência entre o odor e a atmosfera de loja é uma ação complexa, uma vez que o cheiro escolhido pode não ter uma associação direta com o produto, mas pode representar uma experiência com a marca ou ainda evocar sensações positivas vivenciadas no cotidiano com o consumo do item que emite o odor. Conforme descrevem Spangenberg et al. (2005), embora as lojas especializadas usem frequentemente os cheiros inerentes às suas linhas de produtos, varejistas começaram a confiar nos odores ambientais não associados a qualquer produto em particular para atrair clientes e influenciá-los nas suas atmosferas de loja. ...
Esse estudo buscou investigar a relação entre o odor do café em atmosferas (in)congruentes de loja e a intenção de recomendação do ambiente pelo consumidor. Para tanto, foi realizada uma pesquisa de natureza quantitativa e de caráter causal, com desenho experimental fatorial (2x2), com designs de grupos independentes (between subject), por meio de um estudo experimental em laboratório, com 201 participantes divididos aleatoriamente em quatro cenários de manipulação. Constatou-se que a simples associação do ambiente com o café trouxe respostas positivas dos consumidores em relação à atmosfera de loja. Assim, quando a atmosfera de loja é congruente com o cheiro do café, indivíduos possuem maior intenção em recomendá-la, independentemente da existência do odor do café no ambiente. No entanto, se a atmosfera é incongruente com tal cheiro, ainda que o odor do café esteja presente, as intenções de recomendação serão menores. A originalidade dessa pesquisa se dá na identificação de que, uma vez que a atmosfera de loja seja congruente com o cheiro do café, indivíduos terão maior intenção em recomendá-la, independentemente da existência do odor no ambiente. Tal achado é inédito, contribuindo para a reflexão no campo de estudo sobre congruência e odor na atmosfera de loja. Deste modo, fornecemos evidências que são úteis no design de atmosfera de lojas de varejo, reforçando a importância de obter um ambiente congruente com as percepções do consumidor sobre ele.
... Some had already been taking this into account. Spangenberg et al. (2005), for instance, revealed combining Christmas smells and songs can encourage more favourable store attitudes; whereas, Morrin and Chebat (2005) found slow tempo background music combined with citrus scents led to shopping mall consumers spending less money, potentially due to sensory overload or incongruence. However, Spence (2022: 665) has again more recently emphasised how 'atmospherics is nothing if not multi-sensory' and cross-modal influences on consumers should be 'the rule, rather than the exception' (ibid.: 667), thereby signalling there is more work to be done. ...
This chapter begins by introducing readers to the inspiration behind the Consuming Atmospheres book. Readers are then taken on a journey through the past, present, and future of the topic of consuming atmospheres in the marketing field, through the three themes organising this edited collection: Part I: Designing Atmospheres, Part II: Experiencing Atmospheres, and Part III: Researching Atmospheres. Within each of these thematic areas, the chapters forming this collection are also introduced, demonstrating how they build upon-and converse with– existing research in this area. The chapter concludes by suggesting several avenues for future work on consuming atmospheres, to inspire future atmospheric investigations in marketing – and beyond.
... A very well-known example is a Christmas market that presents Christmas products with matching visual, olfactory, and auditory stimuli (Fig. 5.1). The simultaneous use of Christmas music and corresponding ambient scents (e.g., cinnamon) leads to better evaluations of the sales environment, the retailer, and its product range than when just using music or scent in isolation (Spangenberg et al., 2005). ...
... A very well-known example is a Christmas market that presents Christmas products with matching visual, olfactory, and auditory stimuli (Fig. 5.1). The simultaneous use of Christmas music and corresponding ambient scents (e.g., cinnamon) leads to better evaluations of the sales environment, the retailer, and its product range than when just using music or scent in isolation (Spangenberg et al., 2005). ...
After more than 40 years of research on the use of music in retail environments, researchers agree that music has positive effects at the POS. A meta-analytic review of 25 studies covering a range of different types of music has shown that music has a positive influence on consumers’ shopping experience and buying behavior. Indeed, marketing practice has long recognized this effect and taken advantage of it. Not surprisingly, music has become one of the most frequently used stimuli in the atmospheric design of retail environments. This is not only due to music’s potential to elicit favorable consumer responses, but also because it is relatively easy and inexpensive to implement in retail environments.
... A very well-known example is a Christmas market that presents Christmas products with matching visual, olfactory, and auditory stimuli (Fig. 5.1). The simultaneous use of Christmas music and corresponding ambient scents (e.g., cinnamon) leads to better evaluations of the sales environment, the retailer, and its product range than when just using music or scent in isolation (Spangenberg et al., 2005). ...
The previous chapters described the relevance and impact of individual sensory stimuli on consumer behavior. In retail, however, the reality is considerably more complex. Consumers inevitably perceive retail environments and products in a multisensory way (i.e., simultaneously with all their senses). Thus, the presence of one sensory stimulus (e.g., scent) can influence how consumers react to another stimulus (e.g., music). Specifically, stimuli that appeal to different sensory modalities reinforce or complement one another, thereby influencing the perception and evaluation of the retail environment, the retailer, individual products, or even brands. Combining a scent with specific background music can, for example, lead to an enhanced shopping experience compared to using scent or music in isolation. In general, a multisensory approach has stronger effects on consumers than simply adding other stimuli appealing to the same sensory modality.
... A very well-known example is a Christmas market that presents Christmas products with matching visual, olfactory, and auditory stimuli (Fig. 5.1). The simultaneous use of Christmas music and corresponding ambient scents (e.g., cinnamon) leads to better evaluations of the sales environment, the retailer, and its product range than when just using music or scent in isolation (Spangenberg et al., 2005). ...
If brick-and-mortar retail were a company stock, most analysts would probably recommend that investors should sell it. Currently, improved online shop systems, faster logistics, and a generation of consumers who spend a significant amount of their time online are all driving the increasing share of online purchases. This also holds for products that managers long assumed would be exclusively sold in stationary retail stores. The consequences are obvious in many cities: Empty city centers and vanishing retail stores increasingly characterize the urban landscape. Lockdowns due to Covid-19 fueled this development. Consumers who were initially skeptical about online retail were ultimately almost forced to “just give it a try.” And—lo and behold—they soon discovered that even buying products such as clothing and shoes online is not too difficult. While researchers and practitioners are still debating whether these pandemic-related effects on consumer behavior are permanent, next generation technologies like augmented reality (AR), the metaverse, and other technological innovations are fueling online retailing even further.
... A very well-known example is a Christmas market that presents Christmas products with matching visual, olfactory, and auditory stimuli (Fig. 5.1). The simultaneous use of Christmas music and corresponding ambient scents (e.g., cinnamon) leads to better evaluations of the sales environment, the retailer, and its product range than when just using music or scent in isolation (Spangenberg et al., 2005). ...
You have probably often entered a room and immediately noticed a typical scent. The targeted use of scents has long since ceased to be an exception. Companies like Abercrombie & Fitch, Motel One, and Singapore Airlines routinely use ambient scents in their sales and service environments. In doing so, the companies pursue two primary goals. On the one hand, the use of ambient scents is intended to create a pleasant atmosphere. On the other hand, their use aims at communicating a distinctive and likeable brand identity.
... The desire for magical and sparkling holidays often triumphs over reason and costs (Freeman, Bell, 2013 Spangenberg, Grohmann, and Sprott (2005) during the Christmas season in a retail store, inconsistency in aspects such as the use of non-seasonal music and Christmas scents leads to lower consumer ratings. The significance of the 'Christmas ambiance' created through street and store decorations, such as Christmas lighting, trees, and the availability of special Christmas-related food products, has been highlighted in the context of the development of tourist destinations by Prideaux and Glover (2015). ...
Purpose: The main objective of the study conducted was to determine the attitude towards Christmas lightning in the context of an energy crisis. Design/methodology/approach: A regression model developed during the research illustrates the factors that shape the respondents' attitudes towards holiday illuminations. The study utilized theories such as Ajzen's Theory of Planned Behavior and the Technology Acceptance Model by Davis. Findings: It was found that the respondents have a positive attitude towards the analysed illuminations, which is strongly influenced by their perceived usefulness, including the opportunity to take interesting photos, as well as awareness of the energy-saving solutions used. Research limitations/implications: The study can serve as a starting point for decision-makers on behalf of local governments in researching the attitudes of visitors to local events. However, the possibility of prediction is limited due to the sample selection used. Practical implications: The current energy crisis, climate change, and other factors are prompting people to save energy. However, will rational arguments about the need to reduce energy consumption change the priorities of residents and local community leaders and convince them to give up their traditions and holiday attractions? The energy crisis triggered by Russia's invasion of Ukraine has led many local governments in Poland to forgo traditional city decorations with holiday lights or to cancel Christmas markets. However, some cities, such as Gdańsk, have preserved the holiday traditions while promoting energy-efficient solutions. This created an opportunity to study the attitudes and opinions of visitors to the Gdańsk Christmas Market during a period of wide-ranging debate on the need for energy conservation by local governments. Originality/value: Studying the specific attitudes of event participants, especially in the context of Christmas markets, is a rarely addressed issue. Thanks to the analyses conducted, the significance of factors influencing the investigated attitudes has been presented.
... When examining how and why olfactory cues might influence brand responses in VR, the answer is likely more complex than prior retail research suggests. Psychological mechanisms such as scent pleasantness ( Spangenberg et al., 2005 ) and ease of processing ( Hermans et al., 2005 ;Li et al., 2008 ), while appropriate for explaining brand responses in offline and basic online channels, may not be suitable for VR. VR elicits unique psychological processes (e.g., immersion, flow; Pizzi, Vannucci, and Aiello, 2019 ) that differ from other channels in multiple ways (e.g., higher cognitive demand; Cowan et al., 2021 ). ...
... Cue congruence is described as how two or more cues fit among them, driving a third variable like behaviour, cognition, and emotion (Helmefalk, 2016). Consumers appreciate products that fit their expectations and congruent multisensory environments are more pleasing and engaging to consumers than the opposite; when sensory cues are congruent consumers perceive the environment remarkably more optimistically, generating elevated levels of access and impulse buying, driving honestly positive evaluations of products (Matilla and Wirtz, 2001;Spangenberg et al., 2005;Spence et al., 2014). ...
This research aims to map previous studies using a multisensory approach to identify the impact of sensory stimuli on consumer behaviour in retail and to investigate the congruence among senses. The methodological approach was a systematic literature review, which compiles and synthesizes journal articles addressing the research objective and uses descriptive analysis to provide a detailed description of retail types. The approach of sense congruence is scarce in this research. A multisensory approach to sensory marketing (three or more stimuli) is still an unexplored domain. The recent research topic reveals knowledge gaps, regarding the relationship between multisensory cues. Understanding the impact of the sensory environment on consumer behaviour in a retail context contributes to advancing the study of congruence around more multisensory stimuli. Additionally, the findings expose that the senses of touch and taste have received the least consideration and provide opportunities for future research. Implications for marketing management in the retail context are discussed.
... Restoran işletmelerinde bulunan atmosfer unsurları, müşterilerin algılarını dolayısıyla davranışsal eğilimlerini olumlu bir şekilde etkileyebildiği gibi müşteriler üzerinde ilk olumlu etkiyi oluşturmada da çok önemli bir rol oynamaktadır (Jang & Namkung, 2009;Lin 2004). Restoran atmosferinin müşterilerin davranışları ve tekrar satın alma eğilimleri üzerinde etkisi daha önce yapılmış olan çalışmalarda belirtilmiştir (Countryman & Jang, 2006;Grayson & McNeill, 2009;Hwang & Ok, 2013;Jang & Namkung, 2009;Kim & Moon, 2009;Liu & Jang, 2009;Michon, Chebat & Turley, 2005;Reimer & Kuehn, 2005;Spangenberg, Grohmann & Sprott, 2005 ...
Restoran işletmelerinde bilinçli bir şekilde oluşturulan atmosferin değer algıları ve dolayısıyla tekrar satın alma niyeti gibi pek çok tüketici davranışı üzerinde etkili olduğu bilinmektedir. Karar verme sürecinde ve sonrasında yaşanabilen ve psikolojik açıdan rahatsızlık verici bir durum olan bilişsel uyumsuzluk satın alma üzerinde etkilidir. Bu çalışma, bilişsel uyumsuzluk kuramı, restoran atmosferi, algılanan değer ve tekrar satın alma niyeti arasındaki ilişkileri incelemek ve bilişsel uyumsuzluk kuramı yaklaşımıyla restoran atmosferinin tekrar satın alma niyetine etkisinde algılanan değerin rolünü belirlemek amacıyla yapılmıştır. Araştırmanın örneklemini İzmir’de bulunan turizm işletme belgeli birinci sınıf restoranların müşterileri oluşturmaktadır. Bu doğrultuda 425 kişiden anket formu ile veri toplanmıştır. Araştırmada Smart PLS paket programı kullanılmıştır ve veriler yapısal eşitlik modellemesi ile analiz edilmiştir. Analizler sonucunda, bilişsel uyumsuzluğun restoran atmosferini negatif yönlü ve anlamlı bir şekilde etkilediği, restoran atmosferinin algılanan değer ve tekrar satın alma niyeti üzerinde olumlu yönde bir etkisinin olduğu ve algılanan değerin de tekrar satın alma niyeti üzerinde olumlu yönde bir etkisinin olduğu ortaya çıkmıştır. Ayrıca restoran işletmelerinde bulunan çeşitli atmosfer öğelerinin restoran müşterilerinin tekrar satın alma niyeti üzerindeki etkisinde algılanan değerin aracı etkisinin olduğu sonucuna varılmıştır.
... Prior research suggests that musical congruity with elements such as product, message, and store environment has the potential to influence consumer attitudes, message reception, product choice, perceived time, and sales volume (e.g., Beverland et al., 2006;Bruner, 1990;Demoulin, 2011;Kantono et al., 2016;Mattila & Wirtz, 2001;Muniz et al., 2017;Oakes, 2007;Spangenberg et al., 2005;Vida et al., 2007;Yalch & Spangenberg, 1993;Yeoh & North, 2009, 2010Zellner et al., 2017). According to the musical congruity hypothesis, music activates relevant related knowledge structures that prime consumers' beliefs about a product in such a way that they are more disposed to buy a product that fits the music played (e.g., Alpert & Alpert, 1990;Areni & Kim, 1993;Wilson, 2003). ...
Coffee is a tremendously popular beverage throughout the world. According to recent studies, consumption of this caffeinated drink is influenced, inter alia, by variables related to store atmosphere, including background music. Findings in this regard, however, have been rather limited and ambiguous, and raise the question of whether music style, specifically classical versus pop, influences coffee purchase likelihood. In four studies, the authors sought to address this question, finding a positive correlation between music arousal level and coffee purchase likelihood, regardless of music style (classical or pop). In other words, an increase in music arousal level appears to enhance coffee purchase likelihood. The results, thereby, support the music congruity hypothesis. The article concludes with a discussion of research and managerial implications as well as directions for future research.
... (Mar.2023) 1 -12 6 | P a g e atmospheric cue can be achieved in different ways. For example, atmospheric cues can be matched based on a holiday such as Christmas music and scent [18]. Managers should search for the congruency between the scent and the character of the store due to the fact that aromatisation multiplies its effect not only on the store's image but also on customers' satisfaction and loyalty [19]. ...
... Retailers frequently use aromas and music to create a specific ambiance and mood in their stores. For instance, the aroma of freshly baked cookies can make a store feel more inviting, and energetic music can generate a sense of vitality and excitement (Spangenberg, Grohmann, & Sprott, 2005). These sensory cues can help to make consumers' shopping experiences more enjoyable and memorable. ...
... The majority of such research has examined consumer responses to ambient scent (e.g., atmospheric scent present in retail environments; Biswas & Szocs, 2019;Chebat & Michon, 2003;Madzharov, Block, & Morrin, 2015;Mitchell, Kahn, & Knasko, 1995;Morrin & Ratneshwar, 2000;Morrison, Gan, Dubelaar, & Oppewal, 2011;Spangenberg, Crowley, & Henderson, 1996;Spangenberg, Grohmann, & Sprott, 2005). Considerably less research has explored the effect of product-based scents on consumer responses. ...
... 5.1). Auch können durch den gleichzeitigen Einsatz von weihnachtlicher Musik und weihnachtlichen Düften bessere Bewertungen der Verkaufsumgebung, des Händlers und seines Sortiments erzielt werden als wenn die Musik oder der Duft alleine eingesetzt werden (Spangenberg et al., 2005). ...
In multisensory environments, odours often accompany visual stimuli, directing attention toward congruent objects. While previous research shows that people fixate longer on objects that match a recently smelled odour, it remains unclear whether odours directly influence product choices. Since odours persist in real-world settings, we investigated the effects of repeated odour exposure on visual attention and product choice, accounting for potential olfactory habituation. In a within-participant design, 30 participants completed a task where either a lemon odour (experimental condition) or clean air (control) was paired with congruent lemon-based food images, which varied to prevent visual habituation. We measured eye movements and choice preferences for these food products.
Results revealed that participants exhibited longer gaze durations and more frequent fixations on food products congruent with the lemon odour. Repeated odour exposure had no effect on gaze patterns, as participants consistently focused on odour-congruent products throughout the experiment. The intensity and pleasantness of the lemon odour remained stable over time, suggesting no olfactory habituation occurred with this food-related odour. Despite this stable visual attention and odour intensity and pleasantness, participants began to diversify their product choices, selecting fewer odour-congruent items over time.
These findings suggest that while odours continue to direct attention toward matching products, repeated exposure may reduce their influence on product choice, highlighting the complex role of olfactory stimuli in decision-making. The study provides insights into how odours interact with visual cues and influence consumer behaviour in prolonged exposure scenarios.
Purpose
Sports advertisements such as the Super Bowl showcase products and brands that have invested increasingly large sums financially to gain viewers’ attention. However, how audio features in advertisements impact viewers' behavior remains unexplored.
Design/methodology/approach
Using the lens of signaling theory, this research uses advanced data analytics of voice and music audio in Super Bowl advertisements to examine its impacts on viewers.
Findings
Results show that advertisement viewers prefer more voiced frames and have a greater liking behavior of voiced frames with a low intensity (less loud) and a higher F1 frequency, which is typically associated with male vocal tracts. A fast music tempo works better for longer advertisements. The model controls for various types of ad appeals. The research underlines the importance of voice and music in signaling successful brand features that are likely to increase the ad-liking behavior of consumers (positive effect).
Research limitations/implications
The current research implies that brands advertising through sports ads must carefully select voice actors and music in order to provide the most positive signals for a brand to have the most significant effect and, thus, a greater return on the high sums invested in the ads.
Originality/value
First, this research contributes in terms of a new research process for using audio analytics in advertising. The detailed research process outlined can be used for future research examining audio and music from advertisements. Second, our findings provide additional support to the important role of voice features (e.g. intensity and frequency) as signals in inducing responses from consumers (Biswas et al. , 2019; Hagtvedt and Brasel, 2016). Third, the study surfaces a new theoretical association: the effect of tempo in moderating the relationship between duration and propensity to like an ad.
In the realm of healthy dietary choices about reducing sweetness perception, the exploration of crossmodal effects stands as a frequently employed approach. Both music and color can independently influence flavor evaluation and gustatory experience by eliciting emotions. However, less research has been done on the effects of audio-visual crossmodal interactions on sweetness expectations and perceptions. The present study conducted two experiments delving into the crossmodal effect on sweetness expectation and perception of milk tea by manipulating the emotional valence of music and packaging color. The results showed that positive (vs. negative) music led to higher sweetness expectations and perceptions for milk teas with neutral packaging color. Irrespective of music, participants had higher sweetness expectations for milk tea with positive or neutral (vs. negative) packaging colors. The congruence of valence between music and packaging color influenced sweetness perception. Positive (vs. negative) music correlated with a sweeter perception when the packaging color was positive. Exposed to negative music, subjects showed a higher sweetness perception with negative (vs. positive) packaging colors. In conclusion, the results suggest that the valence of music and packaging color crossmodally influence consumers’ evaluation of milk tea, and it differs depending on whether it was tasted. Thus, this study has demonstrated the crossmodal influence of music and packaging color, providing valuable implications for healthy eating and marketing applications.
Travel and tourism advertising is critical in developing positive associations to attract visitor patronage and build sustainable post-pandemic tourism. An important part of an advertising message is delivered through voice and other aspects of audio, for example, music. However, how audio features impact viewers of travel and tourism advertisements remains unexplored in the research. This study implements advanced audio analytics to test how various features impact upon viewers. The results show that voice quality is important in developing positive affect; advertisement viewers prefer speakers with quieter voices (less mean intensity) that have a higher level of clarity (higher harmonics-to-noise ratio). This can be explained via the heuristic route of the heuristic-systematic model. Music tempo was found to be important in stimulating reactions from advertisements, with faster music being associated with a higher level of positive affect. The paper concludes with practical and theoretical implications, limitations, and suggestions for future research.
İnsan sağlığı ile doğrudan ilgilenen eczacılık, insanlık tarihi kadar eski ve geçmişten bugüne satış alanında faaliyet gösteren, günümüzde birinci basamak sağlık hizmeti olarak sınıflandırılmaktadır. İlaç ve ilaç dışı sağlık ürünlerinin temin, tedarik, üretim ve depolama işlemlerinin yapıldığı eczaneler, sağlık kuruluşu olarak hizmet vermesi yönüyle perakende satış alanlarından tasarım ve kimlik ölçeğinde ayrılmaktadır. Bu ayrım, eczanelerin iç ve dış mekan tasarımlarına yansımış ve bunun sonucu olarak mekan kimliklerini de etkilemiştir.
Günümüzde, insan sağlığı ve yaşamında önemli bir rol oynayan olan eczanelerin, iç mimarlık ve tasarım anlamında incelendiği detaylı bir çalışmaya rastlanmamıştır. Bu nedenle çalışmanın amacı eczaneleri, cadde veya semt üzerinde bulunan eczaneler, sağlık kuruluşuna yakın konumlanan eczaneler ve alışveriş merkezlerinde bulunan eczaneler olmak üzere konumlarına göre gruplandırarak; dış, iç mekan kabuk, iç mekan yerleşim ve kullanıcı unsurlarından oluşan kimlik unsurlarına göre eczane tasarımını oluşturan mekan kimliğine ait parametreler ile ortaya koymaktır. Bu kapsamda benzer metrekarelere sahip konumlarına göre üç eczane; eczaneler özelinde yasal olarak belirlenen Eczacılar ve Eczaneler Hakkında Yönetmelik göz önünde bulundurularak, eczane tasarımı ve mekan kimliğini oluşturan etkenler, detaylarıyla incelenmiş, konumlarına göre kimlik unsurları karşılaştırılmıştır. Sonuç olarak incelenen örneklerden elde edilen veriler ışığında kimlik unsurlarının her birini tanımlayan mekan kimliği parametreleri belirlenmiştir.
Retail store visuals have the capacity to cross the boundary between the outside world and the inside world of customers. In the contemporary world, retail atmospherics has emerged as a strategic tool. However, limited literature is available to depict how customers differ in their opinion regarding the relative importance of various components of retail atmospherics. This study seeks to highlight such differences in perceptions as held by male and female retail customers. The study has been conducted in the National Capital Region of Delhi, with 239 respondents in the sample. Reliability of the data so-collected has been ascertained by using Cronbach's alpha, following which regression analysis has been applied to the data. It is brought out by the study that while the display of apparel and inputs received from store employees and fellow customers attract male customers to retail stores, female customers look forward to stores which offer pleasant aesthetics and welcoming exterior. The study may be helpful for managers to understand the onus which needs to be placed on atmospherics, with specific reference to gender. Stores catering to specialty lines for only males and only females may also stand to benefit.
Consumers react to external stimuli they encounter in store environments, especially if they are unexpected, novel, or salient. Often, however, consumers do not go shopping purely driven by stimuli, but rather driven by goals. In this case, they selectively pay attention to those stimuli that presumably bring them closer to their consumption goals. With the knowledge of the mechanisms of this goal-oriented top-down perception, retailers can design their assortment and the store environment in such a way that they become relevant for certain target groups. In the further course it will be shown, using the example of background music, that stimulus perception does not refer to individual characteristic expressions of environmental stimuli in isolation, but that multisensuality – entirely in the sense of Gestalt psychology – is an interaction of sensory perceptions. Finally, recommendations for musical design at the POS are derived from various studies on the effect of music.
Cette étude s’articule autour de trois enjeux que présente le courant expérientiel en marketing : une asymétrie de la recherche puisque la perspective du consommateur est plus développée que celle des organisations (Kranzbühler et al., 2018) ; des confusions régulières entre l’expérience et le contexte expérientiel ; la difficulté de mesurer financièrement les stratégies expérientielles (Ferraro et al., 2017 ; Roederer et Filser, 2015). Le contexte expérientiel physique commercial (CEPC) est conceptualisé sous le prisme de la théorie de l’agencement (Deleuze et Guattari, 1980). Une méthodologie multiméthodes permet de collecter les données qualitatives autour d’entretiens semi-directifs, d’un corpus photographique et d’une observation non-participante. Dans un second temps, le concept de la valeur à vie du client (CLV) est mobilisé pour la première fois, à notre connaissance, pour capturer les effets de la modification d’un CEPC de façon longitudinale. Deux terrains sont investigués dont l’un à caractère hédonique et l’autre utilitaire. Une méthodologie quasi expérimentale est employée afin de comparer les effets entre un groupe traité et de contrôle. Les résultats font émerger une structuration du CEPC autour d’une intention d’expression et de six dispositifs. Le CEPC est rythmé par un cycle de vie, mais aussi par un réseau rhizomique dans lequel il est ancré. La valeur à vie permet de mettre en évidence les effets d’un remodelage d’un CEPC dans le temps selon que le contexte soit utilitaire ou hédonique.
Purpose
Photos are powerful tools to attract individuals’ attention and convey service experiences. Yet exactly how visual cues in a photo contribute to the perceptions of the staged servicescape, and how these perceptions inspire online booking/reservation behaviors, remains underexplored. Addressing the gap, this study aims to uncover (1) how perceptual information mediated by an online photo contributes to the formation of consumers' holistic perceptions of the service environment and (2) how such consumers' holistic perceptions further influence customers' online purchasing behaviors.
Design/methodology/approach
This research adopts an innovative crowdsourcing approach and refers to field data on consumers' online hotel booking behaviors to examine relationships among inferred servicescape dimensions, consumers' holistic perceptions of the mediated servicescape and their actual online booking/reservation behaviors (e.g. page-view and meta-click behaviors).
Findings
Confirmatory factor analysis and path analysis indicated that five mediated servicescape dimensions (i.e. color, lighting, furnishings, layout and style) contribute significantly to consumers' perceptions of the mediated servicescape (CPMS) and exert different impacts on CPMS. Connecting the crowdsourced rating and consumer behavioral data, CPMS is found to influence consumers' aggregated page-view and meta-click behavior, especially in the US market.
Originality/value
Building upon servicescape theory, the medium theory and the online booking literature, this research proposes a novel conceptual framework of CPMS to theorize the process by which visual cues in online photos contribute to CPMS and subsequent online purchase behaviors. Findings from this research extend Bitner's servicescape framework to mediated service contexts and provide practical implications for promoting service businesses.
Introduction:
Christmas, which is just around the corner, is associated with stress in Danish homes. Therefore, it is important to find interventions that reduce stress levels. Classical music is known to have a soothing effect as it reduces systolic blood pressure and increases quality of life. However, whether or not Christmas music can bring about the same effect is unknown. Therefore, the purpose of this study was to examine whether or not Christmas music has a calming effect.
Methods:
The design was a classical intervention study, in which participants were subjected to Christmas music. Blood pressure was measured prior to, and after, the intervention, and a questionnaire was completed regarding demographical questions and questions about one's attitude to Christmas and Christmas spirit. We used a paired t-test to test the primary outcome and a p-value ≤ 0.05 was considered statistically significant.
Results:
Ten participants took part in the study, of whom 8 were female (and 1 unknown). The systolic blood pressure fell by 3.5 mmHg (p = 0.12) and the Christmas mood which was on an average of 5 at the beginning of the study rose by 0.8 point following the intervention.
Conclusion:
In this study, we displayed that Christmas music has the potential to reduce blood pressure and increase the Christmas spirit. Therefore, we recommend that one plays Christmas music throughout the month of December to reduce stress levels and bring us whole skinned and in high spirits through the Christmas season.
Funding:
none.
Trial registration:
none.
While gamification research is multidisciplinary and has grown in popularity during the last decade, it still requires further evidence and direction on which and how much various game mechanics impact on cognitive, emotional, and behavioral outcomes in digital and physical servicescape contexts. To shed light on this problem, a novel perspective on sensory marketing and gamification was chosen. This chapter has discussed and analyzed the similarities and differences between sensory marketing and gamification, as well as what theoretical perspectives and practices gamification can borrow from sensory marketing. Six issues have surfaced that require more research on this matter: (1) The interaction effects, (2) Weight and impact, (3) Congruency, (4) Complexity, (5) (sub)Conscious/(non)visible elements, and (6) The causal chain. This chapter explains and discusses these issues and offers future research avenues.
Bereits vor zwanzig Jahren wurde in einem umfangreichen wissenschaftlichen Rückblick eine Vielzahl von atmosphärischen Faktoren identifiziert, welche die Motivation des Shoppers beeinflussen, (Turley & Milliman, 2000). Seitdem habe ich mindestens mehr als 100 weitere Studien gelesen und gesammelt. Eine Wiederholung aller Details und Zusammenhänge, die erforscht wurden, würden den Rahmen dieses Buches bei weitem sprengen. Um den Nutzen für den Leser zu maximieren, werde ich im Folgenden die wichtigsten Ergebnisse zu einigen bedeutenden Faktoren darstellen und unter der Perspektive der Shopper Motivation analysieren.
The popular press has recently reported that managers of retail and service outlets are diffusing scents into their stores to create more positive environments and develop a competitive advantage. These efforts are occurring despite there being no scholarly research supporting the use of scent in store environments. The authors present a review of theoretically relevant work from environmental psychology and olfaction research and a study examining the effects of ambient scent in a simulated retail environment. In the reported study, the authors find a difference between evaluations of and behaviors in a scented store environment and those in an unscented store environment. Their findings provide guidelines for managers of retail and service outlets concerning the benefits of scenting store environments.
Recent research suggests that music comprises a sign system that could add meanings to advertising. However, research in this area is scant and there is practically no research that has examined the process by which consumers use music to create meanings. This study extends previous research on print advertising to delineate effects of music in congruent / incongruent TV advertising. A mixed design integrating features of qualitative and quantitative methods was used. Results indicated that the viewers' knowledge of cultural texts form a reference point for reading the commercials. Specifically, music in congruent ads reduces “noise” by reinforcing the connecting cultural context to communicate meanings. However, music in incongruent ads helps enact an alternative context that is meaningful to the viewer to communicate the ad message.
This study tests the Mehrabian-Russell environmental psychology model in retail settings. The results suggest that store atmosphere engendered by the usual myriad of in-store variables, is represented psychologically by consumers in terms of two major emotional states - pleasure and arousal - and that these two emotional states are significant mediators of intended shopping behaviors within the store. The practical value of this approach is that retailers may be better able to explain and predict the effects of in-store changes on shopping behavior.
It was hypothesized that relevant situation-specific variables may act along with objective physical conditions to determine environmental perception, and that the exclusive use of the physical level of an environmental stimulus to predict behavior may, therefore, be inadequate. A 2 × 4 between-subjects design was employed in which an attitudinally similar or dissimilar confederate interacted with a subject at one of four distances. As hypothesized, subjects who interacted with a similar confederate judged the environment to be of higher aesthetic quality, perceived themselves to be less crowded, and felt affectively more positive than subjects who interacted with a dissimilar other. The results were also interpreted as supporting the utility of the Byrne-Clore (1970) reinforcementaffect model of evaluative responses as a means of predicting environmental perception and the behavioral response to environmental stimuli.
Describes an experiment conducted comparing the effects of
background and foreground music on clothing store shoppers. Concludes
that choosing to play store music solely to satisfy customers'
preferences may not be the optimal approach; instead music should be
varied across areas of a store that appeal to different-aged customers.
This study examines how two psychological shopping motives (product related and hedonic or experiential) affect pleasure and arousal in the marketplace. We are particularly interested in consumers who visit a marketplace for the mere pleasure of looking around and enjoying the environment.
This field study investigated the extent to which stereotypically French and German music could influence supermarket customers' selections of French and German wines. Music with strong national associations should activate related knowledge and be linked with customers buying wine from the respective country. Over a 2-week period, French and German music was played on alternate days from an in-store display of French and German wines. French music led to French wines outselling German ones, whereas German music led to the opposite effect on sales of French wine. Responses to a questionnaire suggested that customers were unaware of these effects of music on their product choices. The results are discussed in terms of their theoretical implications for research on music and consumer behavior and their ethical implications for the use of in-store music. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Research has shown that shopping environments can evoke emotional responses in consumers and that such emotions, in turn, influence shopping behaviors and outcomes. This article broadens our understanding of emotions within the shopping context in two ways. First, it provides a descriptive account of emotions consumers feel across a variety of shopping environments. Second, it empirically compares the three emotion measures most frequently used in marketing to determine which best captures the various emotions shoppers experience. The results indicate that the broad range of emotions felt in the shopping context vary considerably across different retail environments. They also show that the Izard (Izard, C. E.: Human Emotions, Plenum, New York. 1977) and Plutchik (Plutchik, R.: Emotion: A Psychoevolutionary Synthesis, Harper and Row, New York. 1980) measures outperform the Mehrabian and Russell (Mehrabian, A., and Russell, J. A.: An Approach to Environmental Psychology, MIT Press, Cambridge, MA. 1974) measure by offering a richer assessment of emotional responses to the shopping experience.
Pleasant ambient odors are found to affect consumer decision making depending on whether the scents are congruent or incongruent with the target product class. Two different choice contexts are examined. In experiment 1, in a static-choice context, subjects in conditions in which the odor is congruent with the product class are found to spend more time processing the data, are more holistic in their processing, are more likely to go beyond the information given, are more likely to spread their choices evenly over the whole choice set than are subjects in the incongruent-odor conditions. In experiment 2, in a dynamic-choice context, subjects in the congruent conditions are more likely to exhibit behavior that is consistent with variety seeking than are subjects in the incongruent conditions. Copyright 1995 by the University of Chicago.
This article examines the impact of two dimensions of music--its fit with the advertised message and its ties to past emotion-laden experiences (indexicality)--on low- and high-involvement consumers' ad processing. Previous research suggests that executional cues in an ad exert their influence primarily under conditions of low involvement in the form of peripheral-route processing. However this view may be overly simplistic. Certain executional cues may influence central-route (message-based) and peripheral (non-message-based) processing of both high- and low-involvement consumers; however, the direction of this influence may depend on both the specific characteristic of the cue and the level of consumer involvement. The results of this research generally are consistent with these expectations. Copyright 1991 by the University of Chicago.
This study explores listeners' responses to music as a function of objective properties of musical sound. Original classical and pop‐style compositions were produced with digital sound technology to provide orthogonal manipulations of musical tempo, tonality, and texture. Three dimensions (pleasure, arousal, surprise) emerged from the responses measured. Variance analyses found main effects of tempo on both pleasure and arousal, and main effects of tonality on pleasure and surprise. Texture moderated the influence of tempo such that a positive contribution to pleasure was observed for classical music, and a positive contribution to arousal was observed for pop‐style music. Texture also moderated the influence of tonality on pleasure, with more pronounced reactions to tonal variations observed among listeners exposed to classical music. Implications for the use of music in consumer research and the interpretation of past music‐related findings are discussed.
This article presents a large-scale cross-sectional field study of the effect of store environment on consumer emotions and the resulting influence on aspects of consumer behavior with actual shopping behavior used as an example. Cast into a stimulus–organism–response framework, the results suggest that a consumer's emotions can be a mediating factor in the purchase process. In this study, we identify and explore how store environment and emotional states may influence various dimensions of purchase behavior. This research confirms that although cognitive factors may largely account for store selection and for most planned purchases within the store, the environment in the store and the emotional state of consumers may be important determinants of purchase behavior. This research has many pragmatic applications, because pleasure was associated with the amount of money spent and affinity for the store, whereas arousal was associated with money spent in the store, time spent in the store, and the number of items purchased in the store. © 1997 John Wiley & Sons, Inc.
This paper critically reviews the literature available and presents an empirical study that examines the effects of background music on in-store shopping behavior. It finds that music tempo variations can significantly affect the pace of in-store traffic flow and dollar sales volume.
After a review of research on the use of store music, an experiment was conducted comparing the effects of background and foreground music on clothing store shoppers. In-store interviews revealed a preference for foreground music but customers’ moods and unplanned purchases were not substantially enhanced by hearing foreground music. However, customers’ perceptions of their shopping time varied with the type of music, depending on their age. Counter to expectations, the effects of music did not vary with the type of music, depending on their age. Counter to expectations, the effects of music did not vary with time of day. These results suggest that choosing to play store music solely to satisfy customers’ preferences may not be the optimal approach but rather music should be varied across areas of a store that appeal to different-aged customers.
This paper will critically review the limited literature available on the topic and present an empirical study that examines the effect of background music on the behavior of restaurant customers. It was found that music tempo variations can significantly affect purchases, length of stay, and other variables examined.
This study explores listeners' responses to music as a function of objective properties of musical sound. Original classical and pop‐style compositions were produced with digital sound technology to provide orthogonal manipulations of musical tempo, tonality, and texture. Three dimensions (pleasure, arousal, surprise) emerged from the responses measured. Variance analyses found main effects of tempo on both pleasure and arousal, and main effects of tonality on pleasure and surprise. Texture moderated the influence of tempo such that a positive contribution to pleasure was observed for classical music, and a positive contribution to arousal was observed for pop‐style music. Texture also moderated the influence of tonality on pleasure, with more pronounced reactions to tonal variations observed among listeners exposed to classical music. Implications for the use of music in consumer research and the interpretation of past music‐related findings are discussed.
The effect of music-induced pleasure and arousal on consumers' desire to affiliate in buyer-seller interactions were investigated in the context of bank services. Background music was manipulated using classical music extracts pretested to vary in pleasure (low, moderate, and high) and arousal (low, moderate, and high) according to the Affect Grid (Russell, Weiss, & Mendelsohn, 1989). Independent and interactive effects of music-induced pleasure and arousal on consumers' desire to affiliate were found. Higher desire to affiliate was associated with more pleasure and more arousal; pleasure had a stronger positive impact under low and high arousal than under a moderate level, and arousal had a stronger effect under low and high pleasure compared to moderate level. Theoretical and practical implications of the results are provided. © 1995 John Wiley & Sons, Inc.
Identifies and measures relevant variables (e.g., color, heat, light, and sound) involved in environmental psychology and fits them into a systematic framework. It is proposed that environmental stimuli are linked to behavioral responses by the primary emotional responses of arousal, pleasure, and dominance. (31 p ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
A time interval can seem longer or shorter in relation to clock time depending upon the stimulus information encountered, the internal states of the perceiver, and what is remembered. Temporal perceptions may have important commercial implications when a time interval is comprised of an ad, a shopping episode, a service encounter, or some other consumptive event. Because music is often used by marketers to fill time intervals, we used background music to manipulate stimulus characteristics (congruity of central and peripheral elements of radio ads) and arousal states of listeners in an experiment. Arousal was found to moderate the influence of stimulus congruity on perceived time such that congruity contributed positively to retrospective duration estimates among subjects exposed to soothing (versus arousing) music. We develop practical implications and directions for future research on antecedents and consequences of time perception. © 1996 John Wiley & Sons, Inc.
This article presents a large-scale cross-sectional field study of the effect of store environment on consumer emotions and the resulting influence on aspects of consumer behavior with actual shopping behavior used as an example. Cast into a stimulus–organism–response framework, the results suggest that a consumer's emotions can be a mediating factor in the purchase process. In this study, we identify and explore how store environment and emotional states may influence various dimensions of purchase behavior. This research confirms that although cognitive factors may largely account for store selection and for most planned purchases within the store, the environment in the store and the emotional state of consumers may be important determinants of purchase behavior. This research has many pragmatic applications, because pleasure was associated with the amount of money spent and affinity for the store, whereas arousal was associated with money spent in the store, time spent in the store, and the number of items purchased in the store. © 1997 John Wiley & Sons, Inc.
This exploratory study investigates the effect of music on the perceived characteristics of a commercial listening environment and on customers' purchase intentions therein. Three musical styles and also no music were played in a student cafeteria over the course of 4 days. Subjects' responses to a questionnaire indicated that different musical styles had different effects on the perceived characteristics of the cafeteria, and that classical music was associated with subjects being prepared to pay the most for food items on sale therein. There was also some indication that classical and pop music might have increased actual sales in the cafeteria, as compared with easy listening and silence. These results are discussed in terms of their implications for both commercial practice and our theoretical understanding of music and consumer behavior.
The popular and business press is enamored with the idea that the sense of smell can have strong effects on consumer responses to retail environments. The claims that odors have strong persuasive powers tantalize retailers looking for the competitive edge. Herein, we review the current paradigm of retailing-relevant olfaction research and find that "con-ventional wisdom" does not allow researchers or retailers to reliably predict olfaction effects. We suggest accessibility and availability theories as a way of explaining the current empirical research and as a method by which we can increase the reliability of capturing olfactory effects. We conclude by identifying fruitful areas of research in this interesting stimuli–that which we smell.
This paper explores the effect of olfaction on product performance judgments. An experiment is conducted to determine (1) the robustness of the olfaction effects observed in early research and (2) the underlying reason why olfaction affects judgments. It appears that cognitions, rather than hedonics, drive the observed olfaction effects.
Ambient scent in a retail environment can influence consumers with such effects likely moderated by congruity between the scent and the retailer's product offering. Prior research does not document such congruity effects for products without an inherent scent and in real-world settings. This article addresses these shortcomings by exploring the evaluative and behavioral effects of congruity between the perceived gender of an ambient scent and a store's gender-based products. A field experiment demonstrates scent congruity to influence perceptions of the store, its merchandise, and actual sales. Supporting an S–O–R interpretation, internal consumer responses to the environment mediated these effects.
Subjects were exposed to familiar and unfamiliar brand names in either a pleasantly scented or unscented environment. A computer recorded how much time they took to evaluate each brand. After a distracter task, their memory for the brand names was tested with recall and recognition measures. The results indicate that the presence of a pleasant ambient scent improved brand evaluations, especially for unfamiliar brands. Neither mood nor arousal appeared to mediate this process. The pleasant ambient scent also improved recall for unfamiliar, but not familiar, brand names. Analysis indicated that this process was mediated by attention, that is, the amount of time spent evaluating brand names. Recognition was not affected significantly by scent. Implications, limitations, and areas for future research are discussed.
This article extends research linking shopping behavior to environmental factors through changes in emotional states. With time fixed or variable during a simulated shopping experiment, shoppers were exposed to music varying by degree of familiarity. Afterward, subjects reported their perceptions of shopping duration, their emotional states, and their merchandise evaluations. Analyses revealed that individuals reported themselves as shopping longer when exposed to familiar music but actually shopped longer when exposed to unfamiliar music. Shorter actual shopping times in the familiar music condition were related to increased arousal. Longer perceived shopping times in the familiar music condition appear related to unmeasured cognitive factors. Although emotional states affected product evaluations, these effects were not directly related to the music manipulations.
The perceived duration of a time period may be influenced by properties of environmental stimuli that fill the period. Because music is often present in consumer environments, we conducted an experiment to explore the influence of a musical stimulus property (modality) on listeners' estimates of the duration of a time period. Findings suggest that perceptions of duration are influenced by music in a way that contradicts conventional wisdom (i.e., the "time flies when you're having fun" hypothesis). Perceived duration was longest for subjects exposed to positively valenced (major key) music, and shortest for negatively valenced (atonal) music. Thus, time did not fly when an interval was filled with affectively positive stimulation. An alternative hypothesis based on attentional and retrieval processes is supported. Implications for the design of consumer environments and for future research are discussed.
An approach to environmental psychol-ogy. Cambridge (MA)7 MIT Press; 1994. Miller C. Research reveals how marketers can win by a nose
- Mehrabian Albert
Mehrabian Albert, Russell James. An approach to environmental psychol-ogy. Cambridge (MA)7 MIT Press; 1994. Miller C. Research reveals how marketers can win by a nose. Mark News 1991;25(February 4):1 – 2.
Many people refuse to check in if a hotel has odors in the lobby Pomerantz Jeffrey. Perceptual organization in information processing
- Pacelle Mitchell
Pacelle Mitchell. Many people refuse to check in if a hotel has odors in the lobby. Wall Street J 1992:1 [July 28]. Pomerantz Jeffrey. Perceptual organization in information processing. In: Kubovy Michael, Pomerantz Jeffrey, editors. Perceptual organization. Hillsdale (NJ)7 Erlbaum; 1981. p. 141 – 80.
Music Christmas Music Dependent Variable No Scent (n=40) Christmas Scent (n=26) No Scent (n=15) Christmas Scent (n=49) Univariate Interactions a Reactions to the Retailer and Merchandise Store Attitudes 6
- Non-Christmas
Non-Christmas Music
Christmas Music
Dependent
Variable
No
Scent
(n=40)
Christmas
Scent
(n=26)
No
Scent
(n=15)
Christmas
Scent
(n=49)
Univariate
Interactions a
Reactions to the Retailer and Merchandise
Store Attitudes
6.59 (1.55)
5.76 (1.70)
5.27 (2.17)
6.46 (1.64)
An environmental psychological study of foreground and background music as retail atmospheric factors
- Yalch Richard
- F Spangenberg Eric
Yalch Richard F. Spangenberg Eric R. An environmental psychological study of foreground and
background music as retail atmospheric factors. In: Walle A. W., editor. AMA Educators'
Conference Proceedings. Chicago, IL: American Marketing Association, 1988. pp. 106-110.
Association for Consumer Research
- Ut Provo
Provo, UT: Association for Consumer Research 1992: pp. 725-729.
Many people refuse to check in if a hotel has odors in the lobby
- Pacelle
Pacelle Mitchell. Many people refuse to check in if a hotel has odors in the lobby. Wall Street Journal
1992; July 28: 1.
The effects of background music upon the shopping behavior of supermarket patrons
- Milliman
Milliman Ronald. The effects of background music upon the shopping behavior of supermarket patrons.
Journal of Marketing, 1982; 46 (3): 86-91.
An environmental psychological study of foreground and background music as retail atmospheric factors
- Yalch