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Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior
Abstract
This paper explores the effects of multi-sensory congruent cues om shoppers’ emotions and purchase behavior in designing retail store atmosphere. Prior research suggests atmospheric stimuli to contribute to establish an appealing atmosphere and studies have confirmed that shoppers react to different stimuli. However, extant studies have not examined how multi-sensory congruent cues added to a visually dominant store atmosphere might impact shopper emotions and purchase behavior. The findings demonstrate a positive effect of multi-sensory congruent cues on shoppers’ emotions, through valence, and purchase behavior, through time spent and purchase. It is evident that shoppers perceive multi-sensory cues, such as auditory and olfactory ones, to be more effective in a dominant visual store atmosphere compared to only adding new visual stimuli. For retailers, a visually dominant store atmosphere should be designed more in the direction of a multi-sensory atmosphere in offering shoppers more appealing experiences of the retail setting.
... Online shopping and fashion e-customisation systems may also influence the consumers' perceptions, behaviour, and emotions while browsing/purchasing . Within a retail atmosphere, congruent multisensory cues (e.g., auditory, olfactory, and visual) have been shown to exert a positive effect on consumers' emotions and purchase behaviour (Helmefalk and Hultén, 2017). In fact, many different stimuli affect the perception, emotional state, and behaviour of consumers (Spence and Gallace, 2011;Spence et al., 2014). ...
... Furthermore, multisensory stimuli can be adopted by e-retailers in order to present the character of products in interfaces and help to differentiate them from their competitors. For retailers, sensory perception is directly related to consumers' decision-making (Helmefalk and Hultén, 2017). E-retailers use visual images and auditory information to influence sensory perception in online shopping (Petit et al., 2019). ...
... Researchers have also found that both integral emotions and incidental emotions strongly impact the customer's judgments and decision making (Lerner et al., 2015). Both emotions and purchase behaviour can be impacted by congruent multisensory atmospheric cues in store, and the right emotions can enhance the consumer's desire to purchase Helmefalk and Hultén, 2017). Given the above, further research is undoubtedly still needed into the question of how multisensory perception and consumers' emotions influence their desire to purchase. ...
With the continuing development of internet technologies, an increasing number of consumers want to customise the products they buy online. In order to explore the relationship between perception and purchase intent, a conceptual framework was developed that was based on the link between multisensory perception, positive emotions, and purchase intent in fashion e-customisation marketing. We discuss the outcomes derived from consumers' experiences in fashion e-customisation and analyse the relationships between variables. Questionnaires were used to collect data for this quantitative study (n = 398 participants). The data was analysed using factor analysis, correlation analysis, and regression analysis. The findings contribute to the field of clothing e-customisation by identifying the effects of visual perception, haptic imagery, and auditory stimulation on arousal, and purchase intent. Visual perception and haptic imagery exerted a positive influence over dominance. We also identify the effects of arousal and dominance on purchase intent, and assess the mediating effects of these variables on visual perception, haptic mental imagery, and purchase intent. The results highlight how fashion e-customisation marketing strategies can be adopted by managers in order to increase positive emotions and how multisensory perception can potentially be used to influence consumers' purchase behaviour.
... Attempting to understand human decision-making and behaviors, especially in the context of social interactions, requires the consideration of emotions (Lerner, Li, Valdesolo, & Kassam, 2015), which have been acknowledged as a tool for responding effectively to the requests and influences of others (Cialdini & Goldstein, 2004). In the retail context, research into shoppers' emotions is not novel and has received a fair amount of attention over past years (e.g., Das & Varshneya, 2017;Elmashhara & Soares, 2019Helmefalk & Hultén, 2017;Machleit & Mantel, 2001). Those emotions can easily be affected by 'others' in general, who are not directly interacting with shoppers (Argo et al., 2005;Luck & Benkenstein, 2015;Zajonc, 1980). ...
... Depending on the goals customers have set for visiting a mall or retail store with a companion, they are likely to make such an assessment based on if and how their companion contributes to achieving those goals. A variety of studies have highlighted the effects of shoppers' emotions on their purchasing behavior (Arnold & Reynolds, 2009;Das & Varshneya, 2017;Dawson, Bloch, & Ridgway, 1990;Donovan & Rossiter, 1982;Donovan et al., 1994;Elmashhara & Soares, 2020;Helmefalk & Hultén, 2017;Sherman, Mathur, & Smith, 1997). Most agree that positive emotions can generate a clear tendency to devote more time to the shopping process and/or spend more money. ...
... Most agree that positive emotions can generate a clear tendency to devote more time to the shopping process and/or spend more money. Positive emotions can be the result of situational factors, such as an appealing store atmosphere (Helmefalk & Hultén, 2017;Nasermoadeli, Ling, & Maghnati, 2013) or the presence of other shoppers in the location (Byun & Mann, 2011), and can be considered an important determinant of shopper behavior (Sherman et al., 1997). Also companionship in general can foster positive shopper emotions (Lucia-Palacios et al., 2018). ...
Shopping companions are a common phenomenon in retail environments. They influence shoppers in a variety of ways, as well as retailers' frontline staff, who engage shoppers and their companions in sales conversations. This dissertation examines the phenomenon of co-shopping and its implications from three perspectives:, i.e., from the academic, the practitioner, and the customer perspective. Following a systematic literature review reflecting the current state of research on the topic, the specific behavior of different types of companion is analyzed from the perspective of service-oriented retail salespeople. On this basis, five types of shopping companion, each unique in terms of personality and behavior, are described. Ultimately, different types of companion and their various behaviors are examined with regard to their different effects on accompanied shoppers. In particular, emphasis is placed on the emotions aroused in the shopper and changes in their behavior, especially in terms of time invested and their tendency to abandon a planned purchase.
The dissertation's findings contribute to a better understanding of how shoppers are influenced by companions, and specifically through their behavior and personality. It sheds light on how shoppers process the influences of different types of companion and, in greater detail, how emotions aroused by a particular companion type can determine corresponding behavioral changes with shoppers. The findings highlight the importance of retailers and their frontline staff adequately addressing the particular influences of specific types of shopping companion. Corresponding implications and opportunities for improved training and education of retail salespeople and improved design options for elements of the shopping environment are discussed.
... Heung and Gu [16] pointed out that the atmospheric design of restaurants directly influences consumer satisfaction and behavior. Most relevant studies have also indicated that since background music impacts consumer responses, restaurant operators should include background music in the overall restaurant design [10,[17][18][19][20] and should strive to create an appropriate environment for providing consumers with a comfortable dining experience and to improve the overall dining experience, thereby enhancing consumers' positive emotions. ...
... Kim and Zauberman [63] stated that slow-tempo background music can help alleviate consumers' dissatisfaction with service delays. Music influences shoppers' emotions and thus affects their perceptions of time [18]. In short, the emotional impact of music can be positive or negative, and if music is used properly, it can be a competitive tool [64]. ...
... Among the four background music conditions examined in this study, the consumers considered BL-classical the most suitable music for this high-end Chinese restaurant, followed by CD-classical. This result is consistent with the results of past studies: The higher the congruence between the background music and the nature of the establishment, the more positively the background music will impact consumers [18,28,30,57]. ...
The music environment of a restaurant is an important factor that affects consumer behaviors during the dining experience, especially silent dining behaviors among people who are not encouraged to talk in the context of COVID-19. This study empirically analyzed the influence of consumers’ background music preferences on their emotions and behavioral responses during their dining experience at a high-end Chinese restaurant. A total of 393 valid samples were obtained through purposive sampling and snowball sampling. The research tools used in this study included a personal background information questionnaire, four Oriental and Western music conditions, a background music preference scale, a scale for evaluating emotions during the dining experience, and a behavioral response scale. The results showed that the subjects preferred the Chinese classical music—the Butterfly Lovers Concerto. Background music affected the participants’ emotions during their dining experience, and different background music conditions resulted in significant differences in emotions and behaviors. The consumers’ emotions, during their dining experience significantly predicted their behaviors under all four music conditions. The greatest contribution and value of this study stem from the finding that the background music at a restaurant can arouse specific positive emotions in consumers during their dining experience and thus affect their eating behavior.
... However, our attempt to objectively compare the definitions, especially those in the post-millennium phase of research enables us to highlight critical differentiating dimensions that justifies the position of visual merchandising as an independent field of study. The critical points of divergences that add to the relevance of visual merchandising are: Firstly, presentation of merchandise is identified as the primary scope of visual merchandising (Harris, 1998) that is not synonymous with store atmosphere (Helmefalk & Hultén, 2017;Theodoridis & Chatzipanagiotou, 2009) where the focus is on creating a suitable retail shopping environment or space. Secondly, store atmosphere comprises of a mix of store-wide displays with tangible and intangible elements (Berman & Evans, 2001) or physical and nonphysical elements covering interior and exterior of a retail store (Sirgy et al., 2000). ...
... The domain has been able to garner increasing research interest specifically over the last decade growing from 10 research articles in the earlier decade to 14 articles during 2011-2020. As an outcome, most research on store atmosphere and store atmospherics concentrated on understanding its impact on consumer purchases, emotional state (Cheng, Wu, & Yen, 2009;Helmefalk & Hultén, 2017), consumer's approach/ avoidance behavior Murray, Teller, & Elms, 2019;Summers & Hebert, 2001), store patronage (Grewal, Baker, Levy, & Voss, 2003;Hyllegard, Ogle, Yan, & Kissell, 2016;Poncin & Mimoun, 2014), and the inevitable customer satisfaction (Bell & Ternus, 2006;Eroglu et al., 2003;Francioni, Savelli, & Cioppi, 2018;Hyllegard, Ogle, & Dunbar, 2006;Poncin & Mimoun, 2014). The elements of visual merchandising like display, music, color, ambient scent, lighting, and layout were shared in case of store atmosphere or store atmospherics Skandrani et al., 2011;Summers & Hebert, 2001) that had a comparable impact on the number of visits and purchase behavior of the shoppers Yildirim, Cagatay, & Hidayetoglu, 2015). ...
... The effects of visual merchandising, store atmospherics, and other related domains on retail branding , purchase intention , consumer decision making , or even impulse buying is most common. However, the effect of multi-sensory cues has been studied explicitly for store atmospherics (Helmefalk & Hultén, 2017;, which may be equally important in the case of the evolving scope of visual merchandising in the era of online retail. Studies that could clarify the specific outcomes of layout, atmospherics, or visual merchandising conducted independently of each other, as well as evaluating their summated effects, may bring interesting insights for managers. ...
Visual merchandising has gained importance in contemporary retail research and practice. Initially considered as an essential element of retail store atmospherics, the scope of visual merchandising has now extended well beyond the usual reference of a visual stimulus. As research on visual merchandising and store atmospherics continues to converge, this systematic literature review aims to identify the research gaps and overlaps to help researchers with directions on formulating original research ideas in this cross-over domain. A framework-based review using Theory, Context, Characteristics, and Methods (TCCM) typology with an integrated analysis of 88 research articles published between 2000 and 2020 was carried out. It was found that visual merchandising as a product-driven display function has been closely related to store atmosphere as a store-wide display function. Hence an integrated framework of research in visual merchandising and store atmospherics becomes imperative to understand their interplay in the evolving scope of traditional and e-tailers' environments. The paper contributes as the first and most comprehensive review of research on visual merchandising with the closely substitutable domain- store atmospherics.
... Another critical element influencing consumer reactions to background music is the congruency or fit between the music and the store environment [e.g., Roschk et al. (2017)]. Previous research in a physical store showed that background music congruent with other atmospheric elements or the overall store environment improves consumer reactions compared to incongruent background music [e.g., Mattila and Wirtz (2001); Helmefalk and Hultén (2017), and Imschloss and Kuehnl (2017)]. Selecting congruent atmospheric elements is, however, not always evident. ...
... Additionally, Vida et al. (2007) found that the perceived fit between background music and store image (including the overall atmosphere in the store) increased the length of the shopping time, leading to larger consumers' expenditure. A positive effect of background music congruent with the coziness and homely atmosphere of the store on pleasure and time spent was also demonstrated by Helmefalk and Hultén (2017) in a physical furnishing store. Overall, prior research provides consistent evidence that in a physical store environment, congruency between two atmospheric elements or between one element and the overall store atmosphere enhances consumer reactions toward the store and its merchandise. ...
... As mentioned above, music has been matched with other cues based on one cue characteristic, such as their arousing quality [with color: Cheng et al. (2009); with scent: Mattila and Wirtz (2001)] or their association with a holiday [with scent: Spangenberg et al. (2005)]. When music is matched with the overall store atmosphere, the match is generally determined by a global evaluation of the fit between the music and the atmosphere (Demoulin, 2011;Helmefalk and Hultén, 2017). To be able to achieve congruency between an auditory cue and the entire store environment, congruency in terms of the crossmodal correspondences elicited by both may be a possible avenue. ...
Despite the robust evidence that congruent background music in the physical store environment positively affects consumer reactions, less is known about its effects in an online context. The present study aims (1) to examine whether congruency via multiple elicited crossmodal correspondences between background music and the online store environment (e.g., perceived lightness, loudness, and coldness of the cue/environment) leads to more positive affective, evaluative, and behavioral consumer reactions and (2) to investigate the moderating role of shopping goals on this crossmodal congruency effect. Previous research showed that low task-relevant atmospheric cues like music can have a negative effect on consumers when they visit a website with a purchase goal in mind. An online experiment was conducted with 239 respondents randomly assigned to a shopping goal (experiential browsing vs. goal-directed searching) and a music condition (no music, crossmodally congruent music, or crossmodally incongruent music). Our results show that crossmodally incongruent background music (vs. no music) leads to more positive consumer reactions for experiential browsers and more negative consumer reactions for goal-directed searchers. Conversely, crossmodally congruent background music (vs. no music) has a positive effect on experiential browsers and no adverse effect on goal-directed searchers. Additionally, the presence of crossmodally congruent background music leads to more positive consumer reactions than the presence of crossmodally incongruent background music, independent of the shopping goal. We extend previous research on multisensory congruency effects by showing the added value of establishing congruency between music and the store environment via multiple elicited crossmodal correspondences in the online environment, countering previously found negative effects of low-task relevant atmospheric cues for goal-directed searchers.
... That is why the retail sector appears as the most active and emergent sector because numerous native players are moving towards this segment. This systemized retailing is likely to flourish multi times shortly, mainly due to varying lifestyles, enhanced monthly income, and suitable demographic dissection (Helmefalk & Hulten, 2017). The frequent changes in consumer spending habits and buying behavior have become an exciting area of research for marketers. ...
... Hearing and listening in selling surroundings are generally associated with the music perspective (Helmefalk & Hulten, 2017;Jain & Bagdare, 2011) audibility and noise. It is somewhat evident to retailers that auditory sensory cues affect consumer cognition and psychological practices, state of emotions, like mood, valence, excitement, and buying decisions (Andersson et al., 2012;Jain & Bagdare, 2011). ...
... In extensive research, Helmefalk and Hulten (2017) and their colleagues have discovered emotional reactions to atmospheres. Over and done with their research work, they have established that two dimensions related to environmental aspects are critical in eliciting the emotional response: pleasure-displeasure and amount of stimulation. ...
Consumer buying behavior is becoming a key component in marketing where individuals search, select, use, and dispose off goods to satisfy their needs and wants. In the current competitive environment, cutthroat competition exists in the retail industry due to the development of social media channels. Now the success of a retail business is based on its ability to understand consumers' buying behavior. Therefore, the retail industry focuses on the factors and preferences that affect buying behaviors. Previously, crowdedness in shopping stores may lessen consumers' evaluation of products and decrease their satisfaction. However, recent research proved that crowdedness could significantly affect buying behavior. This study is conducted to check the role of the store environment, perceived crowdedness, and perceived noisiness on consumers buying behavior. We have conducted two surveys for this study. First, identify the top five popular brands in the clothing industry, and, secondly, the determinants of consumer's buying behavior were tested through a sample of 311 respondents. Results show that both store environment and perceived crowdedness affect brand attachment, whereas brand attachment mediates the relationships between store environment, perceived noisiness, perceived crowdedness, and consumer buying behavior. The results will assist future researchers and policymakers in devising marketing strategies by considering the determinants of consumer buying behavior.
... Attempting to understand human decision-making and behaviors, especially in the context of social interactions, requires the consideration of emotions (Lerner, Li, Valdesolo, & Kassam, 2015), which have been acknowledged as a tool for responding effectively to the requests and influences of others (Cialdini & Goldstein, 2004). In the retail context, research into shoppers' emotions is not novel and has received a fair amount of attention over past years (e.g., Das & Varshneya, 2017;Elmashhara & Soares, 2019Helmefalk & Hultén, 2017;Machleit & Mantel, 2001). Those emotions can easily be affected by 'others' in general, who are not directly interacting with shoppers (Argo et al., 2005;Luck & Benkenstein, 2015;Zajonc, 1980). ...
... Depending on the goals customers have set for visiting a mall or retail store with a companion, they are likely to make such an assessment based on if and how their companion contributes to achieving those goals. A variety of studies have highlighted the effects of shoppers' emotions on their purchasing behavior (Arnold & Reynolds, 2009;Das & Varshneya, 2017;Dawson, Bloch, & Ridgway, 1990;Donovan & Rossiter, 1982;Donovan et al., 1994;Elmashhara & Soares, 2020;Helmefalk & Hultén, 2017;Sherman, Mathur, & Smith, 1997). Most agree that positive emotions can generate a clear tendency to devote more time to the shopping process and/or spend more money. ...
... Most agree that positive emotions can generate a clear tendency to devote more time to the shopping process and/or spend more money. Positive emotions can be the result of situational factors, such as an appealing store atmosphere (Helmefalk & Hultén, 2017;Nasermoadeli, Ling, & Maghnati, 2013) or the presence of other shoppers in the location (Byun & Mann, 2011), and can be considered an important determinant of shopper behavior (Sherman et al., 1997). Also companionship in general can foster positive shopper emotions (Lucia-Palacios et al., 2018). ...
... That is why the retail sector appears as the most active and emergent sector because numerous native players are moving towards this segment. This systemized retailing is likely to flourish multi times shortly, mainly due to varying lifestyles, enhanced monthly income, and suitable demographic dissection (Helmefalk & Hulten, 2017). The frequent changes in consumer spending habits and buying behavior have become an exciting area of research for marketers. ...
... Hearing and listening in selling surroundings are generally associated with the music perspective (Helmefalk & Hulten, 2017;Jain & Bagdare, 2011) audibility and noise. It is somewhat evident to retailers that auditory sensory cues affect consumer cognition and psychological practices, state of emotions, like mood, valence, excitement, and buying decisions (Andersson et al., 2012;Jain & Bagdare, 2011). ...
... In extensive research, Helmefalk and Hulten (2017) and their colleagues have discovered emotional reactions to atmospheres. Over and done with their research work, they have established that two dimensions related to environmental aspects are critical in eliciting the emotional response: pleasure-displeasure and amount of stimulation. ...
Consumer buying behavior is becoming a key component in marketing where individuals search, select, use, and dispose off goods to satisfy their needs and wants. In the current competitive environment, cutthroat competition exists in the retail industry due to the development of social media channels. Now the success of a retail business is based on its ability to understand consumers' buying behavior. Therefore, the retail industry focuses on the factors and preferences that affect buying behaviors. Previously, crowdedness in shopping stores may lessen consumers' evaluation of products and decrease their satisfaction. However, recent research proved that crowdedness could significantly affect buying behavior. This study is conducted to check the role of the store environment, perceived crowdedness, and perceived noisiness on consumers buying behavior. We have conducted two surveys for this study. First, identify the top five popular brands in the clothing industry, and, secondly, the determinants of consumer's buying behavior were tested through a sample of 311 respondents. Results show that both store environment and perceived crowdedness affect brand attachment, whereas brand attachment mediates the relationships between store environment, perceived noisiness, perceived crowdedness, and consumer buying behavior. The results will assist future researchers and policymakers in devising marketing strategies by considering the determinants of consumer buying behavior.
... Os estímulos sensoriais contidos no ambiente de loja são identificados como influenciadores do comportamento do consumidor no ponto de venda (BAEK et al., 2018;HELMEFALK;HULTÉN, 2017;ROSCHK;LOUREIRO;BREITSOHL, 2017), sendo o nível de influência dos mesmos relativo ao grau de adaptação do cliente, construído a partir da familiaridade com as propostas de loja e a realidade que os consumidores vivenciam no dia a dia. Logo, é possível perceber, no contexto varejista, uma relação proporcional entre o desenvolvimento tecnológico e o aumento gradual de utilização de tecnologias interativas para auxiliar no processo de decisão e efetuação de compra de diversas mercadorias, sendo esta alegação corroborada pelo aumento da frequência de estudos que investigam o impacto, aceitabilidade e conveniência das tecnologias no momento de compra (ÖZBEK et al., 2014;GANDINI, 2017;TURAN;TUNÇ;ZEHIR, 2015). ...
... Os estímulos sensoriais contidos no ambiente de loja são identificados como influenciadores do comportamento do consumidor no ponto de venda (BAEK et al., 2018;HELMEFALK;HULTÉN, 2017;ROSCHK;LOUREIRO;BREITSOHL, 2017), sendo o nível de influência dos mesmos relativo ao grau de adaptação do cliente, construído a partir da familiaridade com as propostas de loja e a realidade que os consumidores vivenciam no dia a dia. Logo, é possível perceber, no contexto varejista, uma relação proporcional entre o desenvolvimento tecnológico e o aumento gradual de utilização de tecnologias interativas para auxiliar no processo de decisão e efetuação de compra de diversas mercadorias, sendo esta alegação corroborada pelo aumento da frequência de estudos que investigam o impacto, aceitabilidade e conveniência das tecnologias no momento de compra (ÖZBEK et al., 2014;GANDINI, 2017;TURAN;TUNÇ;ZEHIR, 2015). ...
O presente artigo visa investigar a influência indireta do ambiente tecnológico de lojas físicas na intenção de compra do consumidor. Três vaiáveis comuns nos estudos de ambiente de varejo, ou seja, Emoções Positivas, Percepção de valor e Satisfação são propostas como mediadoras paralelas (HAYES, 2018). O modelo teórico utilizado foi construído a partir do paradigma E-OR (MEHRABIAN; RUSSELL, 1974) e inspirado na tipologia de Baker et al. (2002) e do modelo TAM de Davis (1989). A inclusão e foco no ambiente tecnológico, visto como um novo fator ambiental de loja permitiu entender de que forma esse fator ambiental influencia a intenção de compra no contexto de varejo de lojas autônomas. Resultados indicam que as três mediadoras são significantes e consistentes, e ainda, que elas em conjunto ajudam a entender como o ambiente tecnológico influencia a intenção de compra, apesar da existência de um efeito direto, mesmo que bem menor do que o tamanho do efeito indireto, entre o ambiente offline composto por tecnologias e a intenção de compra. As percepções do consumidor, entendidas como caminhos mais racionais que levam ao comportamento foram mais robustos que um caminho emocional no entendimento de como a tecnologia influencia a intenção. Palavras-chave: Ambiente Tecnológico. Satisfação. Emoções Positivas. INTRODUÇÃO Um fator de extrema importância para qualquer varejista é apresentar ao consumidor um ambiente apropriado e favorável para o consumo. Por isso, investimentos dispendidos na construção da atmosfera de loja são cada vez mais comuns no varejo. Uma loja física que apresenta um ambiente adequado aos seus consumidores estimula os sentidos dos mesmos, influenciando positivamente o seu comportamento de compra. Esses ambientes podem ser percebidos pelos consumidores como majoritariamente composto por características hedônicas ou constituído com enfoque utilitário. O primeiro segue por um caminho mais fantasioso, levando o consumidor ao prazer na experiência de compra, enquanto que o segundo possui um foco na funcionalidade, sendo a experiência bem sucedida quando a estrutura da loja permite o cliente comprar o que precisa da forma mais conveniente possível. Vale ressaltar que os dois caminhos, quando apropriados aos objetivos de compra e experiência do consumidor tem como respostas percepções positivas e satisfação. O conceito de atmosfera de loja é originariamente utilizado para descrever o impacto positivo do desenho do espaço de loja sobre o consumidor, além de caracterizá-lo como um componente do marketing mix (KOTLER, 1974). Desde então, estudos sobre essa temática ganharam relevância, culminando em um histórico de mais de 30 anos de publicações acadêmicas (ROSCHK; LOUREIRO; BREITSOHL, 2017). Os estímulos sensoriais contidos no ambiente de loja são identificados como influenciadores do comportamento do consumidor no ponto de venda (BAEK et al., 2018; HELMEFALK; HULTÉN, 2017; ROSCHK; LOUREIRO; BREITSOHL, 2017), sendo o nível de influência dos mesmos relativo ao grau de adaptação do cliente, construído a partir da familiaridade com as propostas de loja e a realidade que os consumidores vivenciam no dia a dia. Logo, é possível perceber, no contexto varejista, uma relação proporcional entre o desenvolvimento tecnológico e o aumento gradual de utilização de tecnologias interativas para auxiliar no processo de decisão e efetuação de compra de diversas mercadorias, sendo esta alegação corroborada pelo aumento da frequência de estudos que investigam o impacto, aceitabilidade e conveniência das tecnologias no momento de compra (ÖZBEK et al., 2014; PANTANO; GANDINI, 2017; TURAN; TUNÇ; ZEHIR, 2015).
... (2014) birden çok duyuya hitap eden mağaza ortamlarının da müşteri davranışları üzerinde oldukça etkili olduğunu belirtmektedir. Helmefalk ve Hultén (2017), yaptıkları çalışmada; mağaza iç mekânlarında görsel unsurların her zaman daha baskın olmasına rağmen, görsel olmayan diğer unsurların (koku ve müzik gibi) da görsel unsurlar ile birlikte kullanılmasının tüketicilerin duygu durumları ve davranışları üzerinde güçlü etkilere sahip olduğunu belirtmektedir. Mehrabian ve Russell (1974), çevresel psikoloji alanında geliştirdikleri modelde, ortam uyarıcılarının, duygu durumuna etki ederek davranışlara yön verdiğini ortaya koymuşlar; yapılan sonraki çalışmalarda da bu modelin perakende ortamlar için de geçerli olduğu görülmüştür. ...
... Araştırma sonuçlarının literatürdeki çalışmaları destekler nitelikte olduğu ve bu kapsamda, mağaza iç ortamını oluşturan görsel duyu dışında kalan diğer unsurların müşterilerin memnuniyeti üzerinde etkili olduğu ortaya çıkmıştır. Birden çok duyuya hitap eden mağaza ortamlarının müşteri davranışları üzerinde oldukça etkili olduğu gibi, görsel unsurların iç mekânlarda her zaman daha baskın olmasına rağmen, görsel olmayan unsurlarla birlikte kullanılmasının tüketicilerin duygu durumları ve davranışları üzerinde güçlü etkilere sahip olduğu görülmektedir (Spence vd, 2014, Helmefalk ve Hultén, 2017. Mağaza atmosferinin ve iç mekânı oluşturan unsurların yarattığı ...
... In related vein, it has also been suggested that cue-congruency can be established at the level of the effect that the cue has on the customer. For example, cues may be congruent if they both happen to increase a customer's level of arousal (e.g., Demoulin, 2011;Flavián et al., 2021;Helmefalk & Hultén, 2017;Mattila & Wirtz, 2001). For example, Mattila & Wirtz (2001) demonstrated that when scent and music were congruent with each other in terms of their arousing qualities, customers rated the service environment as more positive. ...
... Cognitive congruence addresses the match between the associative characteristics of scent and architectural clutter (i.e., associated with the concept of cleanliness). Whereas several cue-congruency studies have mainly relied on these affective and cognitive processes (e.g., Helmefalk & Hultén, 2017;Imschloss & Kuehnl, 2017) this dissertation provides empirical evidence that details such processes. However, this research also showed some effects that did not support the congruency hypothesis. ...
... Smell also has a profound impact on emotions, which is another component that is frequently present in the experiences captured by smell stories. Helmefalk, Miralem, and Bertil Hultén [10] showed that smell can positively impact the emotions of potential consumers -increasing time and money spent. Olfactory cues, along with visual cues, impacted the behaviour and emotions of consumers. ...
... This time there is an average 183%, 398%, -64% change in Silhouette, Calinski-Harabasz and Davies-Bouldin scores respectively compared to the best mathematical results we have received so far (Iteration 1 -CBOW). This observation further supports the strong connection between smell and emotions as described in published literature [10], [37]. Interestingly the nouns and adjective dataset improved the results for sentiment-based vectors and worsened the results for word-vectors (as shown by Iteration 3 in Figure 3). ...
Experiences involving interaction with smell (olfactory experiences) have received less focus compared to auditory and visual experiences, even though they are more emotionally engaging and evoke memories that are autobiographically older. To delve deeper into this category of human experience, this paper explores how olfactory experiences captured by smell stories can be clustered using Natural Language Processing (NLP) and Machine Learning (ML). We take an iterative approach so that the NLP and ML techniques can be adjusted after obtaining the results from each iteration. The 3 key steps followed in every iteration are: Pre-Processing, Vectorising and Clustering. Different techniques are tried out for each of the 3 steps. To evaluate whether our clusters represent different kinds of smell experiences, we look for whether the clusters cover the 3 main components of smell stories-emotions, memories, and physical objects. We discover that sentiment-based vectors perform the best based on mathematical analysis whereas sentence vectors performs the best based on human analysis.
... It is less about selling and more about the involvement of the shopper's senses (Biswas, 2019). This is simply because when the product proposition elucidates the five senses, it creates an impact on the purchase decision, attitude and judgement about the product/ service (Krishna, 2010) and helps in better product evaluation (Helmefalk & Hultén, 2017;Ramya & Ali, 2016). In other words, when more than one human sense is stimulated, it becomes an experience. ...
... We can keep talking about the importance of sensory experiences for an offline customer (Aydınoğlu & Krishna, 2019;Inks & Mayo, 2002;Spence, 2019) and a multitude of studies have been done and are still going on to raise the level of offline shopping (Helmefalk & Hultén, 2017). However, global online sales are projected at approximately $4.5 trillion by 2021 (Statista, 2020). ...
How can marketers create an illusion of touch through expanding the roles of the visual sense to better present products on online shopping platforms? This study is a conceptual attempt to apply cross-modal mental imagery in the context of generating illusions of tactile sense through stimulating visual sense by the use of sensory-aided descriptions (SAD). We establish that these perceptual illusions can enhance the purchase intention of online shoppers when they are making purchases. Furthermore, we introduce that this linkage is moderated by the unique imaginative capability of the customer. The proposed model in this paper provides thoughtful insights for marketing managers to consider during the process of designing online product presentations. Theoretically, it contributes by establishing that cross-modal mental imagery, when applied over SAD, can serve as effective stimuli in the generation of tactile mental imagery.
... In particular, the expectation is that when a VR brand ad offers auditory cues as well as a product-congruent scent, these two sensory stimuli will not work in isolation, but rather strengthen each other's effect, on the overall sensory experience of the consumer, via enhanced feelings of valence and arousal (cf. Helmefalk and Hultén, 2017). This assumption is in accordance with the extensive review by Spence et al. (2014) who conclude that store atmospherics are evaluated by consumers as more pleasant and interesting when more senses are stimulated and when there is more sensory congruence. ...
... In previous literature the combination of scent and music has been demonstrated to have a positive joint effect on store evaluation and image, product and brand evaluation, purchase intention and satisfaction, time and money spent, and emotional responses (cf. Mattila and Wirtz, 2001;Estelami and McDonnell, 2007;Vaccaro et al., 2009;Morrison et al., 2011;Helmefalk and Hultén, 2017). This is furthermore in line with previous research on VR which has convincingly shown that increasing the number of senses stimulated in a VR environment can dramatically enhance a user's "sense of presence, " their enjoyment, and even their memory of the experience (Dinh et al., 1999;Gallace et al., 2012). ...
Despite the power of VR in immersing viewers in an experience, it generally only targets viewers via visual and auditory cues. Human beings use more senses to gather information, so expectedly, the full potential of this medium is currently not yet tapped. This study contributes in answering two research questions: (1) How can conventional VR ads be enriched by also addressing the forgotten sense of smell?; and (2) Does doing so indeed instill more engaging experiences? A 2 × 3 between-subjects study (n = 235) is conducted, whereby an existing branded VR commercial (Boursin Sensorium Experience) is augmented with “sound” (on/off) and (congruent/incongruent/no) “scents.” The power of these sensory augmentations is evaluated by inspecting emotional, cognitive and conative dimensions of customer engagement. The results identify product-scent congruence (with sound) as a deal-maker, albeit product-scent incongruence is not necessarily a deal-breaker. The article concludes with further research avenues and a translation into managerial implications.
... As individuals process environmental cues holistically, a frequently observed finding is that congruent stimulus combinations positively affect evaluations and behavioral outcomes (Helmefalk and Hultén, 2017;Dalmoro et al., 2019). For example, if music and scent match in arousal, then consumers are more satisfied and purchase more (Mattila and Wirtz, 2001). ...
... During the past two decades, the lesser-studied senses gained relatively more importance. Haptics, olfaction and audition profoundly affect individuals' emotions (Helmefalk and Hultén, 2017). The research stream of store atmospherics, especially, takes these modalities into account. ...
Purpose
Sensory experience profoundly impacts consumer cognition and behavior. This paper aims to illuminate the structure and development of sensory and experiential marketing research, to condense knowledge and to stimulate future research.
Design/methodology/approach
In all, 156 articles with 9,670 references serve as this paper’s database. The factor analysis on co-citation patterns of the top-cited 148 articles reveals the main research streams. The social network analysis unveils the degree of intellectual exchange between and within these schools of thought. The authors also map the temporal emergence of research streams and condense insights into an overarching framework that guides future research.
Findings
Early research in experiential marketing and store atmospherics emphasized the importance of affective reactions. Grounded and embodied cognition revised the understanding of the role perception plays in cognition. These developments culminated in the now most central research stream of sensory marketing, which bridges other research streams.
Research limitations/implications
Although the research field is strongly interconnected, integration with other marketing disciplines potentially enriches the discourse.
Practical implications
This paper is useful for any reader who wants to gain a synthesized overview of the research field of sensory marketing. The framework presented in this paper can serve as a starting point for new sensory marketing research.
Originality/value
This paper offers a structured and unbiased account of sensory marketing and merges findings from diverse research backgrounds.
... Furthermore, in the year 2020, Alpro Pharmacy has aggressively opened more than 20 new outlets, thus achieving solid revenue growth of more than 300% in comparison to the year 2019 [24]. Alpro Pharmacy needs to identify the key factors such as population density within the neighborhood, convenience, and accessibility for customers, nearby external businesses that draws community within the area to complement Alpro pharmacy business [41]. The internal factors that provide a pleasant and comfortable shopping experience for customers also play an important role. ...
... The internal factors that provide a pleasant and comfortable shopping experience for customers also play an important role. Environmental factors engaging shoppers' senses of sight, hear, smell, taste, and touch can help to motivate shoppers in their decision making to purchase [41]. For instance, Alpro Pharmacy engages the use of free products sampling, visual and promotional aids, indoor music, air fresheners at every outlet to maximize the overall shopping experience. ...
... Retail atmospheric can be defined as the conscious design of a store to get a favorable response (Kotler, 1973, p. 174). It influences the cognitive and affective state of the customer to enhance purchase behavior such as music, lights, and scent (Helmefalk & Hulten, 2017). Then, technology developed and people started purchasing online. ...
This study aims to examine the role of mobile application atmospherics in enhancing customer experience. This enhanced experience leads to trust and satisfaction, which in turn influences repurchase intention and generates positive word of mouth. A cross-sectional study, with an experimental design method and an online survey for data collection, were used to examine proposed relationships by developing a real mobile application. Mobile application atmospherics have a positive and stronger influence on customer experience. This enhanced experienced leads to developing trust and satisfaction on the application and in consequence results in repurchase intention from the same application store and spreading positive word of mouth about the app. The present study contributed to the existing literature of mobile app atmospherics and customer experience with consequence behavior. This study empirically investigated the role of mobile app atmospherics in customers' evaluations of experience and their positive responses towards the app by developing real application.
... When revisiting the literature, we confirmed that store atmosphere was not examined as a single entity. Rather, research often combined multiple factors relevant to SA to shed light on a series of more comprehensive implications (Krasonikolakis et al., 2014;Helmefalk & Hulten, 2017;Hsieh et al., 2021). Other antecedents were under-explored, suggesting future scholars should extend store atmosphere studies to examine additional constructs across different contexts. ...
The importance of store atmospherics on consumers’ shopping behavior has been widely studied since the 1970s. Over the years, and with the development of technology, store atmosphere has changed form and shape in alternative retail commerce channels, such as brick-and-mortar, 2D and 3D online, mobile, and virtual and augmented reality. However, despite its importance, there is not a holistic analysis of the components and dimensions of store atmosphere in retailing. This research fills this gap by denoting integrated knowledge and outcomes in alternative commerce channels and developing a unifying integrative framework that includes the components, the antecedents, and the consequences of store atmosphere. We follow a systematic literature review approach to (1) review past research and directions, (2) develop a map of the components of store atmosphere in the last 45 years, (3) explicate 208 variables that are directly linked with store atmosphere, and (4) draw an integrative framework and present future research directions and managerial implications.
... Previous research has related store atmospherics and sensory cues to a diverse array of consumer-related outcome variables, such as mood (e.g., Alpert and Alpert, 1990;Spies et al., 1997), but also perceptions of merchandise and service quality , attitudes (Doucé et al., 2016;Fiore et al., 2000), and customer satisfaction (Terblanche, 2018). Besides emotional and cognitive consumer responses, also behavioural responses, like the time spent in the environment (Helmefalk and Hultén, 2017;Spangenberg et al., 1996), the number of items purchased (Areni and Kim, 1993), word-of-mouth (Hightower et al., 2002), and other approach-avoidance behaviours (see Spence et al., 2014;Turley and Milliman, 2000;Vieira, 2013 for an overview), can be triggered by store atmospherics. ...
Two main types of value have been established in the retail literature: merchandise value based on the quality and price of a store's offerings and differentiation value based on the extent of atmospheric cues in the environment. However, it is not clear what happens when a store offers both types of value to a high degree. We investigate how offering a bargain (or price cut) affects consumer responses for high and low differentiation store environments. In two studies, using a simulated store environment in a behavioural laboratory, we find that the presence of bargains in a highly differentiated store environment negatively influences store affect and, in turn, approach behaviour. This effect, however, only holds true for low familiarity stores and can be explained by processing fluency theory. Consequently, retailers focusing on store environment differentiation should reconsider their use of bargains.
... Several empirical evidences have revealed that customer's perceptions of playfulness in shopping experiences are induced by environmental stimuli, such as entertainment events, store atmospherics (Helmefalk & Hult en, 2017;Mohan et al., 2013), technology effects (e.g., RIFD, shopping assistant systems, VR) (Jin & Bolebruch, 2009;Papagiannidis et al., 2013;Van Kerrebroeck et al., 2017a). Furthermore, VR-related studies have extensively investigated the positive effects of interactivity and vividness on user's perceived playfulness in different domains: virtual game-based learning (Faiola et al., 2013), 3D advertising (Yim et al., 2012), virtual commerce Li et al., 2001;Papagiannidis et al., 2013), among others. ...
With the rapid development of virtual reality (VR) hardware devices and virtual technologies, VR applications in retailing are increasingly becoming an inevitable trend of future shopping, particularly essential to the “metaverses” in the digitalization 4.0 era. Thanks to its superiority over traditional e-commerce, virtual stores can provide highly interactive and immersive sensory shopping experiences to system users or end customers. Todays, both retailers and scholars, pay much attention to impulse buying behavior. Nevertheless, this domain remains unaddressed in the context of virtual commerce. Drawing upon the Stimulus-Organism-Response paradigm, this article investigates the effectiveness of VR shopping platform factors, namely interactivity and vividness, that impacts consumers’ internal stages (telepresence, perceived diagnosticity, and playfulness) and lead to the urge to buy impulsively in virtual shopping stores. A full 2 × 2 × 2 factorial design experiment was conducted with 227 participants. The empirical results show that interactivity and vividness positively impact telepresence, perceived diagnosticity, and playfulness, which trigger consumers' urge to buy impulsively. Furthermore, the role of the impulsiveness trait in driving the urge to buy impulsively was further explicitly investigated in the VR environment. Detailed discussions and future research directions were also provided.
... In retailing, capturing consumers' in-store attention is crucial to shaping the in-store shopping experience (Terblanche, 2018) in the context of hyper-abundance of products and visual stimuli (Huddleston, 2015). Some in-store factors, like multi-sensory cues (Helmefalk and Hultén, 2017) aimed at improving the in-store atmosphere through leveraging emotional responses (Barros et al., 2019), can influence visual attention and purchase behaviour more than out-store factors (Chandon et al., 2009). Even though the integration of elements such as lights, odours, or music into the store design can improve the shopping experience and enhances the overall consumers' satisfaction (Mattila and Wirtz, 2001), contributing to store differentiation and consumer fidelity, retailers should cope with the scarcity of physical space, which is considered one of the most critical resources (Urban, 1998). ...
This paper presents two empirical studies that investigate various combinations of different products and types of Point-of-Purchase displays (PoPs) from self-regulation and operant conditioning theoretical perspectives. The results reveal that PoPs’ effectiveness depends on the congruence between, on the one hand, the type and the content of the PoP and, on the other hand, the perceived product attributes. After discussing how to engage consumers with product-related signals that help perceive an adequate control over the in-store purchasing experience, the paper contributes to the literature by offering theoretical and managerial implications on designing effective green products display strategies.
... Möller and Herm (2013) discussed the difficulties of presenting the appropriateness of fragrance considering culture and other personal attributes. Helmefalk and Hultén (2017) spoke about how more attention should be devoted to studies on the impact of fragrance on consumers' emotions and purchase behavior across different cultures. ...
Aim/purpose – 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. This paper aims to review the studies involved in consumer purchase intentions influenced by fragrance and develop a framework for modeling consumer responses.
Design/methodology/approach – PRISMA technique was used as a methodological approach. First, the researchers made criteria for inclusion and exclusion of studies along with the application of a set of keyword research strings to identify the relevant research articles. Second, prominent scientific search databases like EBSCO Host, Scopus, and ScienceDirect were used to mainly search the relevant literature.
Findings – This article advances knowledge on the topic of fragrance marketing and proposes an integrative framework of consumer purchase responses considering the mutual relationship shared between fragrance, the influence of control variables, and response outcomes focusing on cognitive responses, intentions and behavior. The results of the conducted review also suggest that retail consumers tend to develop a positive attitude and behavior towards the place where the product and service are being sold.
Research implications/limitations – The paper would be particularly helpful for man-agers in designing the right strategy for creating loyalty for their retail outlets and there-by creating a niche for themselves.
Originality/value/contribution – The study assists marketers in understanding the im-pact of olfactory marketing in increasing short-term and long-term retail sales and de-termines future research directions to enrich the existence of these theories to fathom the essence behind consumers’ interpretations of olfaction in retail outlets.
Keywords: olfactory marketing, consumer behavior, retail store, marketing innovation, fragrance, review.
JEL Classification: M00, M31.
... Atmosfer ritel memengaruhi kognisi dan emosi pembelanja dalam memfasilitasi perilaku pembelian (Helmefalk & Hultén, 2017). Store atmosphere dapat mempengaruhi keputusan pembelian konsumen. ...
The purpose of this research is to analyze the effect of hedonic value, utilitarian value and store atmosphere on impulse buying. The population in this study were consumers in Kendari City who had shopped and visited Minnisou Lippo Plaza Kendari. The population in this study is infinite which means unlimited. The number of samples in this study amounted to 96 respondents (based on the Lemeshow formula). Data analysis method in this research uses multiple linear regression. The results showed that hedonic shopping value has a positive effect on impulse buying, utilitarian value does not have a positive effect on impulse buying, store atmosphere has a positive effect on impulse buying, and hedonic shopping value, utilitarian value and store atmosphere together positively influence positive impulse buying. Keywords: Hedonic Shopping Value; Utilitarian Value; Store Atmosphere, Impulse Buying ABSTRAK : Tujuan dalam penelitian ini adalah untuk menganalisis pengaruh hedonic value, utilitarian value dan store atmosphere terhadap impulse buying. Populasi dalam penelitian ini adalah konsumen di Kota Kendari yang pernah belanja dan mengunjungi Minnisou Lippo Plaza Kendari. Adapun jumlah populasi pada penelitian ini bersifat infinite yang artinya tidak terbatas. Jumlah sampel dalam penelitian ini berjumlah 96 responden (berdasarkan rumus lemeshow). Metode analisis data dalam penelitian ini menggunakan regresi linear berganda. Hasil penelitian menunjukan bahwa hedonic shopping value berpengaruh positif terhadap impulse buying, utilitarian value tidak berpengaruh positif terhadap impulse buying, store atmosphere berpengaruh positif terhadap impulse buying, dan hedonic shopping value, utilitarian value dan store atmosphere secara Bersama-sama berpengaruh positif terhadap impulse buying. Keywords : Hedonic Shopping Value; Utilitarian Value; Store Atmosphere, Impulse Buying
... The store atmosphere is why consumers select a store; the perception mechanism leads to purchase decisions (Nell, 2017). Previous research indicates store atmosphere strongly affects purchase decisions (Helmefalk & Hultén, 2017). ...
The fashion business has a dynamic that adapts to the trends that are lighthearted and favored. A store can survive by providing clothes that fit the trend and adapt to the wishes of consumers. Word of mouth has not been investigated much in providing information to consumers that a store is following the trend. The study aims to examine the role of word of mouth in mediating the effects of store atmosphere and brand loyalty toward purchase decisions. The research employs a quantitative approach, with 118 respondents appropriate as the research sample. The results indicate that brand loyalty, brand image, and word of mouth directly affect purchase decisions; however, store atmosphere does not affect consumer purchase. The result also indicates that word of mouth mediates brand loyalty, brand image, and store atmosphere towards consumer purchase decisions. Based on the result, word of mouth is a prominent aspect of determining purchase decisions. Consumers decide to purchase based on information suitable to the fashion trend. Positive information leads consumers to purchase; hence, the store should emphasize and utilize word of mouth to create consumer purchase decisions.
... Wall and Berry (2007) explained that physical atmosphere could be used by customers to assess their experience while there, based on its function (quality of service and food, atmosphere, design, and elements in the place) and human interactions (performance, behavior, and appearance of employees). Café atmosphere consists of two things, namely the atmosphere in the cafe (internal layout, sound, aroma, texture, and interior design) and the atmosphere outside the cafe (external layout, texture, and exterior design) (Helmefalk and Hultén, 2017;Cho and Lee, 2017). An attractive and comfortable cafe atmosphere will leave a good impression on customers and build their image of the cafe. ...
This research aims to analyze the influence between cafe atmosphere and customer satisfaction, food quality and customer satisfaction, cafe atmosphere and customer loyalty, food quality and customer loyalty and between customer satisfaction and customer loyalty of Masalalu Café Rawa Domba Jakarta customers. Researcher used questionnaire form to collect data and the sample of this research is 200 respondents. For cultivate and analyze the data, researcher used SPSS version 26 and Lisrel version 8.8. The results of this research show there is a positive and significant influence between cafe atmosphere and customer satisfaction. Food quality also has a positive and significant to customer satisfaction. But cafe atmosphere and food quality have no significant influence to customer loyalty. Even though, customer satisfaction has a positive and significant influence to customer loyalty. Keywords: cafe atmosphere, food quality, customer satisfaction, customer loyalty, Masalalu Café.
... They are persistently looking for ways to provide a total shopping experience with unique offerings. Differentiation is the way that can provide a customized shopping atmosphere that meets the needs of the purchaser (Helmefalk & Hultén, 2017;Lee & Kim, 2019). Further, they also need to provide store atmospherics that is enjoyable and stimulating . ...
Purpose: Retailers acknowledge the importance of the retail store environment as a tool for differentiation and valuable for positioning the retail store. It makes the buyer's decision to visit the store easier. Further, a pleasing retail environment improves the customer's purchasing experience and satisfaction. This paper aims to; investigate the influence of store atmospherics and marketing stimuli on impulse buying behavior among females. Shopping pal provides a boundary condition between the influence of store environment, emotional response, and impulse buying.
Methodology: This is a quantitative study and data was collected using surveys. The investigation was conducted using Amos and SPSS version 21, and the results were within an acceptable range.
Findings: The findings of the study suggest that an impressive store environment with marketing stimuli such as price discount leads to positive emotions and impulse purchase behavior. Further, a shopping pal provides boundary conditions between the influence.
Implications: Retailers must focus on creating a retail experience that is clean, relaxing pleasant, and has an excellent interior design, and they must encourage to group shopping. They might concentrate on promotional activities that encourage group shopping, such as group purchasing coupons and family prizes.
... Traditionally, research on sensory marketing has been focusing on the impact of in-store atmospheric cues, such as lighting, sound, music, voice, color, design feature, scent, and signage on consumer responses (Ballantine, Jack, and Parsons 2010;Nordfält 2011;Pecoraro and Uusitalo 2014;Bagdare and Roy 2016;Das and Hagtvedt 2016;Roschk, Loureiro, and Breitsohl 2017;Huang, Dong, and Labroo 2018;Liu, Bogicevic, and Mattila 2018;Helmefalk 2019;Spence and Carvalho 2020;Roggeveen et al. 2021). Researchers have ascertained the importance of congruency between atmospheric stimuli from different senses (Mattila and Wirtz 2001;Das and Hagtvedt 2016;Helmefalk and Hultén 2017;Roschk, Loureiro, and Breitsohl 2017). However, research has revealed that even in the case of sensory congruency, the phenomenon of sensory overload, i.e. when there is too high a level of stimulation, may occur. ...
The objective of this article is to show how sensory marketing can benefit from taking a multimodal and social semiotic perspective. For this purpose, the framework of ‘Multimodal Sensory Marketing’ is suggested. Important pillars for the scaffolding of this framework are intra- and intermodality transductions. Based on the understanding of retail environments as spatial texts, this article distinguishes between store exterior texts, store interior texts, and customer texts (movements and interactions). The originality of this article resides in the demonstration of how retailers may choose and combine different sensory modes in their meaning making of theme-based retail texts. Intermodality transductions are of particular importance, since they increase the co-occurrence of sensory modes, the intensity of their interplay, and ultimately, may enhance favorable consumer behavior. Transductive links support such transduction processes. Managerial implications and directions for future research are provided.
... Other research stated that the atmosphere, which provides a sensory experience, relates to buying behavior. Hence, the owner needs to build an optimal sensory experience value (Helmefalk & Hult en, 2017). According to Spence & Carvalho (2020), the sensory experience in a coffee shop greatly influences buying behavior. ...
Discussions about coffee shops usually concern the visitors, who obtain a sensory experience of the surroundings. Generally, several marketing management activities in these shops focus on the art and science aspects involved in choosing target markets. This research focuses on the factors that influence customers to visit a specific coffee shop based on their sensory experience and emotions. The primary data collection was via distributing structured questionnaires to respondents directly or through online media. The findings indicated that sensory experience influences positive and negative emotions, as well as behavioral intentions. Positive and negative emotions were also shown to affect behavioral intentions. Coffee shop owners must focus on designing every aspect of the sensory atmosphere offered by their business to provide an excellent customer experience. As a result, visitors will be eager to return, their buying behavior will improve, leading to increased consumer loyalty.
... For a given product, saturation indicator is usually calculated as ratio of a demand variable (for instance, number of households in a given location multiplied by their expected spending over a set time period) and a supply indicator (e.g. the number of relevant stores, total store area allocated to a product category in a given city, etc.). 3. Store: besides store size, important store characteristics would typically include image attributes (quantity and quality of products, store design and "atmosphere" factors) and operating costs such as renting or owning store premises, sales force wages and further costs (Helmefalk and Hultén, 2017;Koster et al., 2019). Parking availability (number of parking slots) can be viewed as a store-specific factor in many North-American cities, but it may be perceived more as a location aspect in "walkable" cities in Europe, Asia, etc. 4. Location: this category encompasses a relatively broad range of indicators. ...
For brick-and-mortar retail operators, store location is an essential prosperity factor, affecting the volume and structure of sales. Understanding the complexity of location effects on sales dynamics and utilizing such information may be the key element of corporate success in a competitive market environment. In general, store locations can be characterized by representative sets of geo-spatial and socio-demographic features. Nowadays, multiple sources of location-related data are available from public authorities and other open sources. However, using such data may be a complex task: distinct location factors can have divergent effects on sales of different types of products. Hence, our objective is to quantify the effects of different measures of location on sales dynamics over a wide range of product categories. For this purpose, we introduce a methodology combining econometric modeling and cluster analysis. The presented empirical analysis is performed using data on 479 brick-and-mortar shops of a major drugstore chain operating in Czechia (2019 data are used to avoid distortions due to COVID-19). Besides estimating location effects on sales at the product-category level, we identify and evaluate groups (clusters) of product categories with similar sales dynamics. Both the methodology proposed and the empirical results presented can be utilized by different retail chains to assess and plan brick-and-mortar store locations. Also, the research presented can be instructive for academic researchers and other stakeholders in the fast-moving consumer goods sector.
The rising interest in coffee consumption has caught the attention of many local businesses, especially small and medium-sized businesses (SMEs) in Malaysia. Thus, there is an urgent need for understanding the consumers’ behaviours and needs, particularly in their purchase decision of coffee. This research aims to study the factors that influence the purchase decision of coffee in Shah Alam. An online survey was distributed to 308 respondents to gather customers’ opinion on the factors that influence their purchase decision of coffee. The result of the study reveals that price, digital marketing and job performance are the significant predictors, with digital marketing as the most influential factor. The findings suggest that business owners should focus more on digital marketing and pay attention to advertise the coffee as a means to improve job performance. Based on the variables presented in the study, the business owners particularly in the coffee industry able to gain competitive advantages to boost the sales and to sustain in a highly competitive market. From the angle of emphasizing digital marketing, putting a good price point for products and location of promotion in focus for enhancing job performance among coffee drinkers would increase consumer purchase decision towards their coffee at their cafes.
This study analyzes customer loyalty in the e-commerce industry, one of which is Shopee in Yogyakarta, Indonesia. Companies can benefit from implementing the customer experience to gain customer loyalty. Attitude is described as one of the most important determinants of behavior. (Cachero-Martínez and Vázquez-Casielles 2021) suggest that favorable attitudes and repeat purchases are needed to define loyalty because they view loyalty in terms of attitudes toward behavior. Loyalty is an important concept related to repeat purchase behavior and high consumer spending. This study uses a questionnaire data collection method with 151 respondents who have experience in using the Shopee mobile application. In addition, this study tracks the importance of emotional experience, analyzing the mediating effect of emotional experience on the relationship between customer experience and customer loyalty. The results reveal that using customer experience can affect loyalty in two different ways: customer experience directly affects attitude loyalty and behavioral loyalty and indirectly affects attitude loyalty through emotional experience.Abstrak: Penelitian ini menganalisis loyalitas pelanggan pada industri e-commerce salah satunya Shopee di Yogyakarta, Indonesia. Perusahaan bisa mendapatkan keuntungan dari menerapkan pengalaman pelangan untuk mendapatkan loyalitas pelanggan. Sikap digambarkan sebagai salah satu penentu paling penting dari perilaku. (Cachero-Martínez and Vázquez-Casielles 2021) menyarankan bahwa sikap yang menguntungkan dan pembelian berulang diperlukan untuk mendefinisikan loyalitas karena mereka memandang loyalitas dalam kerangka sikap terhadap perilaku. Loyalitas adalah konsep penting yang terkait dengan perilaku pembelian berulang dan pengeluaran konsumen yang tinggi. Penelitian ini menggunakan metode pengumpulan data kuesioner dengan jumlah responden 151 yang telah berpengalaman dalam menggunakan mobile application Shopee. Tujuan dari penelitian ini untuk mengetahui dan menganalisis pengaruh customer experience, diidentifikasi dari tinjauan literatur, yang pada akhirnya mempengaruhi attitude loyalty dan behavioral loyalty di e-shopping. Hasilnya mengungkapkan bahwa menggunakan pengalaman pelanggan dapat mempengaruhi loyalitas dalam dua cara yang berbeda: customer experience secara langsung mempengaruhi attitude loyalty dan behavioral loyalty dan secara tidak langsung mempengaruhi attitude loyalty melalui emotional experience.
This study aimed to investigate factors that influence consumer purchase decision in Malaysian single-priced stores, which are also
popularly known as RM2 stores. The study considered six factors that could affect purchase decision in RM2 stores, namely, corporate
social responsibility (CSR), sales promotion, social media marketing, perceived value, store environment, and service quality. A quantitative research methodology was employed through a survey using questionnaires administered to 550 customers of the RM2 stores. The data gathered was then analysed through SPSS method to calculate the validity and reliability of the measurement items and to verify the impact of six independent variables on purchase decision. Based on the results, CSR, sales promotion, perceived value, and service quality had significant positive effects on purchase decision, while social media marketing and store environment proved to be insignificant. Among all the factors, perceived value had the strongest influence on purchase decision. The findings are important in assisting RM2 store retailers to understand the factors that affect consumer purchase decision which could help in improving sales. This study complements the current literature and addresses existing research gaps with regard to the linkages between factors that influence consumer purchase decision in Malaysian single-priced stores.
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.
The article presents an experimental study of the effect of scent marketing on consumer behaviour when choosing products of regional origin. The research methodology includes the theories of congruence, relevance, and thematic relevance, as well as the approaches to assessing the perceived quality implemented on the basis of neuromarketing research methods. To obtain verified results, economic and statistical methods of analysis were applied. The information base of the study covers biometric data on the oculomotor behaviour of 32 participants, collected as part of a laboratory-based neuromarketing experiment focused on examining nine groups of regional products. Data visualization and statistical calculations were performed using SPSS 22.0 software package. OGAMA software was applied to analyse oculomotor behaviour and establish heat maps and gaze movement patterns. The experiment was planned and conducted in EventID. The research results showed that scent marketing significantly affected consumer choice – the desire to make a purchase increased by 60 %. There is gender asymmetry in the receptivity of fragrances: women exhibit stronger consumer loyalty and involvement. The findings confirm the efficiency of promoting autochthonous regional products (wine, cosmetics, and essential oils) with the help of scent marketing. The paper provides new data on the influence of scent marketing on visual attention. It is also statistically proved that the use of mountain lavender scenting increases the number of visual fixations, their duration and speed, which can lead to a proportional rise in the amount of time a customer spends in a store and, consequently, to an increase in the number of purchases.
Ambient Temperature in Online Service environments (ATOS) is a sensory cue not directly accessible in current online servicescape technology, but inferred from secondary cues, particularly visual ones. This study integrates research on cross-modal inferences with a situated cognitions framework and the stereotype content model to show that ATOS enhances judgment of service provider warmth, in turn influencing important service outcomes. A pilot study explores the linkages between consumer online and offline experiences, providing evidence for online service environments’ capacity (especially ATOS) to shape customer judgment and behavior. Study 1 examines a tropical island holiday resort to show that online representations of the environment evoke situated cognitions and preferences consistent with high ambient temperature. Study 2 uses virtual tours of cafés to demonstrate that ATOS, through judgment of service provider warmth, positively influences purchase intention and other managerially important service outcomes. Study 3 employs 12 service contexts to replicate ATOS effects, mediated through warmth, and to show that effects are stronger in contexts where service provision is directed more at objects (vs. people). Given that ambient temperature is ubiquitous in all types of service settings and easily adjusted by practitioners, managerial implications outline how service marketers can more effectively employ ATOS.
The interactive experiences play a significant role in maintaining customer loyalty both offline and online and the human touch in particular remains a necessity when it comes to purchasing luxury goods. There is a rising trend towards adopting Augmented Reality (AR) technology, or Virtual Reality (VR), for a store-like shopping experience from the comfort of the customer’s home. The chapter examines how luxury fashion brands can improve customer experience online by adopting technology-centric business models and AR/VR.
Objetivo do estudo: O presente artigo visa a investigar a influência indireta do ambiente tecnológico de lojas físicas na intenção de compra do consumidor. Essa influência indireta pode ser explicada por meio da emoção, da percepção de valor e da satisfação.Metodologia: Adotou-se a técnica de Modelagem de Equações Estruturais (PLS-SEM) para validação estatística dos caminhos diretos propostos em conjunto com uma análise de mediação realizada via Macro PROCESS para corroborar o caminho indireto hipotetizado.Principais Resultados: As três mediadoras propostas (emoções positivas, percepção de valor e satisfação) são significantes e consistentes. Em adição, elas em conjunto ajudam a entender como o ambiente tecnológico influencia o processo de decisão de compra do indivíduo. Apesar da existência de um efeito direto, mesmo que bem menor do que o tamanho do efeito indireto, entre o ambiente offline composto por tecnologias e a intenção de compra.Contribuições teóricas/metodológicas: As percepções do consumidor, entendidas como caminhos mais racionais que levam ao comportamento, foram mais robustos que um caminho emocional no entendimento de como a tecnologia influencia a intenção comportamental do indivíduo.Relevância/originalidade: A inclusão e o foco no ambiente tecnológico, visto como um novo fator ambiental de loja permitiu entender de que forma esse fator ambiental influencia a intenção de compra no contexto de varejo de lojas autônomas.
The purpose of this article is to identify and propose a theoretical framework that consists of the key touchpoints, consequences, and moderators of customer experience (CX hereafter). The proposed effects in our theoretical framework are that the retailer-controlled, as well as manufacturer-controlled touchpoints, are the key dimensions of CX. In turn, CX influences retail reputation, retail quality, customer satisfaction, and customer patronage. Since CX differs with subjective and contextual contingencies, we analyse the moderating effect of a socio-demographic level factor (i.e., gender), two shopping-related self-concepts (i.e., careful shopping and smart shopping) as well as a shopping-context related factor (i.e., hedonic goals). The findings confirm that the majority of our moderators do not have a strong effect on all the proposed relationships. This enables us to confirm the presence and absence of the confounding effects of subjective and contextual contingencies on CX. Our proposed framework provides empirically testable theoretical propositions for retail managers to enable them to better comprehend and enhance CX.
Purpose: Previous research has demonstrated the great effects of music on consumer behavior in retail settings. However, it is not always clear whether this effect could be generalized to the Moroccan context. Researchers recommend studying other contexts to generalize results. In order to fill in this gap, the purpose of our study is to examine the effect of background music onMoroccan shopping behaviors and also to explain all possible interactions.
Design/methodology/approach: Data were obtained from an exploratory qualitative study undertaken in two phases. The first involved conducting 10 non-participant observations in five ready-to-wear and cosmetics stores, to identify what sort of background music was being played and the interactions between background music and customers. Secondly, individual interviews with 24 customers who visit retail stores on a regular basis. This study focuses mainly on retail music.
Findings: Results indicate that retail music positively influences mood, emotion, perception of time, perception of store and behavioral intentions. This effect is mediated by congruence and preference.Also, customers highlighted in-store playing of trendy music or trendy songs (new titles recently released). We live in a world that follows trends, signaling a high capacity to influence customer responses.
Practical implications: For managers, results suggest that
retail music may be a good option to change Moroccans’ shopping behaviors. They must customize the acoustic environment according to the use of specific spaces and particular people they want to reach while striving to suit the each country’s culture. Trendy songs are more appropriate forMoroccan stores that carry local music as they are expanding internationally.
Originality/Value: This work is the first to demonstrate the effect of retail music on Moroccans’ shopping behaviors, particularly in a developing country. Moreover, music trends seem to be an essential component of theMoroccan music environment. This particular interest in trendy music is justified by our generation’s enjoyment of it, and our tendency to follow the Buzz.
Keywords: Background music, Music trends,Consumer behavior, · Retail Morocco
An in-depth understanding of multisensory customer experiences could inform and transform service experiences across the touchpoints of customer journeys. Sensory research in service and marketing disciplines mostly refers to individual senses in isolation. However, relevant insights could be gleaned from other disciplines to explore the multisensory nature of customer experiences. Noting the fragmented state of research surrounding such topics, the current article presents a systematic, objective overview of the content and theoretical foundations underlying the notion of multisensory customer experiences. Seeking a holistic understanding and research agenda for service research, the authors adopt both text mining and co-citation analyses overlaying findings from the cross-disciplinary foundation to uncover relevant theoretical, conceptual, and methodological developments. The resulting research agenda encourages scholars to employ diverse theories and methods to investigate multisensory stimuli, their integration, and perception, as well as the link between multisensory customer experiences and emotions. These insights then can inform the design of multisensory omnichannel service experiences.
A critical issue faced by marketing practitioners today is orchestrating strategies that provide a smooth consumer experience in an omni-channel environment. The extant literature offers limited guidance on managing the consumer journey in an omni-channel environment across different retail types. Using the S-O-R framework as its basis, this study generates novel insights by examining how different types of retailers influence consumer perceptions of channel integration (CPCI) as well as consumer empowerment, trust, satisfaction, and patronage intention. Data from 736 consumers was collected using purposive sampling to target those who interact with retailers from high-end specialty stores, department stores, and hypermarkets. The data was then analysed using partial least squares structural equation modelling (PLS-SEM). We find that consumers from high-end specialty stores, hypermarkets, and department stores have different perceptions when patronising the omni-channel retail business. The implications of the study are discussed and suggestions for future research are presented.
Purpose
The COVID-19 pandemic has caused many consumers to pause and rethink the impacts of their consumption behavior. The purpose of this paper is to explore changes to consumers’ preferences and shopping behavior in retail using a sustainable consumption lens to understand the long-term effects of the pandemic on retail services.
Design/methodology/approach
Semi-structured interviews were conducted with 30 participants to gain insights into shopping behaviors and preferences during the pandemic and to investigate changes in attitudes or behaviors toward sustainable consumption as a result of the pandemic. Data analysis involved an iterative inductive process and subsequent thematic analysis.
Findings
The results reveal a strong move toward sustainable and conscious consumption with three key changes occurring as a result of the pandemic, including changes in consumers’ ethos, move to purpose-driven shopping and drive to buy local and support national.
Practical implications
This paper reveals insights into consumer shopping behaviors and preferences that can potentially counter the collapse of “normal” marketplace activities in the face of the current global pandemic by providing a framework for how retail services can respond, reimagine and recover to move forward long term.
Originality/value
This study uncovers the importance of services marketing in endorsing and promoting sustainable consumption by shaping subtle shifts in conscious consumption as a way to recover from a global pandemic and move to a “new” service marketplace.
While previous studies have examined the correspondence between shape and taste perceptions, the effects of shape–taste congruence on product evaluations remained underexplored. This research investigates whether and when shape–taste congruence in product display background can increase product evaluations. Study 1 shows that shape–taste congruence can intensify product evaluations. Study 2 shows that feelings of pleasantness work as a mediator between shape–taste congruence and product evaluations. Study 3 shows that consumers’ design sensitivity moderates the relationship between shape–taste congruence and product evaluations. Our results shed light into shape–taste perception and product display strategy, thus helping marketers and retailers to customize their brand strategy to communicate more effectively to customers.
Purpose
This study aims to use place identity theory to examine the concept of physical environment design (PED) and its effects on consumers’ emotional well-being (EWB) dimensions such as sensorium, behaviour and happiness.
Design/methodology/approach
The authors used a qualitative approach. Thirty interviews were conducted among participants drawn from the city of London, which is one of the flourishing and world’s most famous international trade centre, providing paramount access to the global market. The data was analysed using thematic analysis.
Findings
The findings suggest that PED is defined precisely using the terms like atmosphere, appealing, attractive, impressing, inviting, ambient, compelling and design cues. The findings also suggest that PED has a positive effect on consumers’ sensorium, behaviour and happiness. However, these effects are lower when the retail stores have unwelcoming themes than when they have mesmerising PED. The different names can also be advantageous, specifically when online shopping dominates today’s retail industry. The findings also illustrate that the theoretical model used in this study is valid and suggest that PED has positive effects on consumers’ sensorium, behaviour and happiness.
Originality/value
To the best of the authors’ knowledge, while other authors tried to identify the effect of PED on consumers buying behaviour, this study is the first one to show how PED effects consumers’ sensorium, behaviour and happiness. The results of personal interviews highlight the importance of design elements and a gap in the application of novel elements to improve consumers’ sensorium, behaviour and happiness.
Purpose
The purpose of this study is to understand whether increasing the number of sensory modalities being stimulated impacts consumers’ in-store emotional responses (i.e. in-store enjoyment and arousal), store image perception and brand attitude.
Design/methodology/approach
The study used a between-subjects experimental design to examine 551 individuals’ perceptions and emotional responses in four sensory modalities stimulation conditions (i.e. visual, visual-smell, visual-taste and visual-smell-taste). The study used virtual reality visualisation technology and psychophysiological measurements (i.e. skin conductance and facial expression) to improve the ecological validity of the study design.
Findings
The current study supports the importance of multisensory in-store atmospheric design. When increasing the number of sensory modalities being stimulated, more positive emotional responses and perceptions were recorded. Additionally, increasing the number of sensory modalities also increased perceived intensity, and perceived intensity mediate the relationship between the stimulation of multisensory modalities and perception.
Research limitations/implications
The study is without its limitations. For instance, the scope of the study was limited by the exclusion of auditory and haptic stimulation, the lack of manipulation of sensory intensity and the absence of sensory congruency examination.
Practical implications
This study contributes to retail and marketing practices by providing evidence to assist the retail design of in-store sensory cues and customer experiences.
Originality/value
This research uses both self-reported measures and biometric measures to test the sole effect of sensory modalities being stimulated on consumer evaluation. To the best of the authors’ knowledge, this study is the first to examine store atmospheric designs with psychophysiological methodologies and an immersive, two-story-high, 180-degree-visual-field and dome-shaped display.
Sustainability is not just a trend, but an important part of our everyday life including the satisfaction of human needs and preservation of a healthy business environment for present and future generations. The objective of this study is to provide an empirical approach for how to achieve the sustainable success in the music industry. As consumers’ utility toward a certain music product can be shifted up or down depending on the elements that constitute the music, we investigate the effect of musical elements on the consumer’s choice of music. We quantitatively measure the effects using hierarchical Bayesian logit choice model allowing for the individual heterogeneity. Based on the results, we find that utilizing musical components plays critical roles in understanding and predicting consumer choice. In addition, our findings suggest how music marketers can come up with a desirable configuration for music products. Sustainability in the music industry can be justified by whether musical components are well aligned, consistent with consumers’ preference.
In an experiential economy, the focus of retailers is not just to provide quality products but also to provide a pleasant shopping experience. Therefore, retailers use several strategies to engage the customers. Important among these are the multisensory cues in the retail environment which appeal to the customers. Thus, the present study was conducted to develop a scale for retailers and study the multisensory cues implemented by retailers to attract the customers. The study was conducted at organized retail outlets in National Capital Region, India. The data was collected using survey questionnaire from salesperson and sales executives. The study helped to create a scale for assessing the impact of multisensory cues in retail from retailer's perspective. Further, the study results showed that among the four senses (sight, sound, smell and touch) that were studied, sight and touch were the most prominent.
Trade show booths are focal points in exhibitors’ trade show marketing, as well as platforms for meeting different target groups, most important new and existing customers. Booth designs thus need to attract trade show attendees’ attention; this study explores which design elements are most effective for doing so. Using eye-tracking technology, it reveals which design elements attract visitors’ visual gaze, using both and comparing a two-dimensional photographic artwork based laboratory study to an actual three-dimensional visual live experience context. The results indicate comparable gaze patterns and relative importance of design elements in both research settings, such that the same design elements attract the most attention in lab and live communication environments. Distraction and sensory overload result in considerably fewer absolute gaze contacts on trade show floors though. Furthermore, the results show that visually outstanding components such as towers, canopies, furniture, or interaction elements compel more attention than wallpaper or screens. This study validates the use of eye-tracking tools in three-dimensional contexts. It also offers managerial recommendations to exhibitors to include visually remarkable elements in their booths and to rely on eye-tracking techniques to evaluate available design options.
This study concerns the effect that music has on consumer behavior in two different retail contexts during regular opening hours. Two studies were conducted in a field setting with consumers (N=550). Consumers were recruited to answer questions regarding behavioral measures, attitudes, and mood during days when background music was played. The conclusions from the two studies are that music affects consumer behavior, but also that the type of retail store and gender influences both the strength and direction of the effect.
That music affects human beings in various ways has probably been presumed as long as people have played music. Many marketing practitioners already accept this notion, given that music is increasingly used as a stimulus in the retail environment as well as in radio and television advertising. Yet, fewer than 20 published empirical studies in marketing have music as their focus. The author reviews the small body of marketing literature, surveys relevant literature outside marketing, and provides research propositions to guide future studies.
Purpose
The purpose of this paper is to present the multi‐sensory brand‐experience concept in relation to the human mind and senses. It also seeks to propose a sensory marketing (SM) model of the multi‐sensory brand‐experience hypothesis.
Design/methodology/approach
This paper applies exploratory and explanatory approaches to investigating the multi‐sensory brand‐experience concept within the context of discovery. The qualitative study is built on primary and secondary data sources, including personal interviews with experts and managers.
Findings
The multi‐sensory brand‐experience hypothesis suggests that firms should apply sensorial strategies and three explanatory levels within an SM model. It allows firms through means as sensors, sensations, and sensory expressions to differentiate and position a brand in the human mind as image.
Research limitations/implications
A theoretical implication is that the multi‐sensory brand‐experience hypothesis emphasizes the significance of the human mind and senses in value‐generating processes. Another theoretical implication is that the hypothesis illustrates the shortcomings of the transaction and relationship marketing models in considering the multi‐sensory brand‐experience concept. It is worth conducting additional research on the multi‐sensory interplay between the human senses in value‐generating processes.
Practical implications
The findings offer additional insights to managers on the multi‐sensory brand‐experience concept. This research opens up opportunities for managers to identify emotional/psychological linkages in differentiating, distinguishing and positioning a brand as an image in the human mind.
Originality/value
The main contribution of this research lies in developing the multi‐sensory brand‐experience hypothesis within a SM model. It fills a major gap in the marketing literature and research in stressing the need to rethink conventional marketing models.
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.
Over the past decade, focus groups and group interviews have reemerged as a popular technique for gathering qualitative data, both among sociologists and across a wide range of academic and applied research areas. Focus groups are currently used as both a self-contained method and in combination with surveys and other research methods, most notably individual, in-depth interviews. Comparisons between focus groups and both surveys and individual interviews help to show the specific advantages and disadvantages of group interviews, concentrating on the role of the group in producing interaction and the role of the moderator in guiding this interaction. The advantages of focus groups can be maximized through careful attention to research design issues at both the project and the group level. Important future directions include: the development of standards for reporting focus group research, more methodological research on focus groups, more attention to data analysis issues, and more engagement with the con...
Several studies examining the impact of illumination on behavior are reviewed in this article. Hypotheses are derived regarding the impact of in-store lighting on various aspects of shopping behavior. As part of a field experiment in a large US city, the lighting (soft versus bright) in a centrally located retail establishment was varied over a two month period. The results of an anova indicated that brighter lighting influenced shoppers to examine and handle more merchandise, though sales were not influenced. These findings are discussed in terms of their implications for creating a functional store environment as well as an appropriate store image.
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.
Purpose
The purpose of this paper is to improve understanding of the relationships between the service environment, service provider mood, and provider‐customer interaction. Specifically, mood is evaluated as a potential moderator of the relationship between the service environment and provider‐customer interaction.
Design/methodology/approach
A multi‐method data collection approach was utilized, including observation and provider and customer surveys. Hypotheses are tested using regression, ANOVA, and MANOVA.
Findings
Findings indicate that service provider evaluations of the physical environment improve in the presence of an appropriate ambient scent. Behavioral responses are also enhanced: providers are viewed as more courteous and customers more friendly. Perhaps the most interesting observation is that provider mood moderates the relationship between the service environment and customer perceptions of service provider behavior.
Research limitations/implications
The only environmental characteristic that was manipulated was scent, and access was granted to only one store over the course of three consecutive Saturdays. Consequently, validity is threatened by the potential for impact of factors other than the manipulated characteristic.
Practical implications
Implications for managers include careful consideration of potential changes to the ambient environment; if introduction of an appropriate scent can be undesirable, other changes may also lead to unexpected results. Changes under consideration should be tested before implementation.
Originality/value
This research extends service theory by examining the relationship between providers and customers in an actual retail setting. Important theoretical contributions include: demonstrating that service provider mood moderates the relationship between service environmental characteristics and customer perceptions of provider behavior; and finding that positive changes to the environment can amplify negative outcomes.
A large-scale field survey (n = 592) was conducted in a suburban shopping mall to assess the impact of pleasant ambient scent on consumer spending as a function of shopper age. A citrus scent was systematically emitted into the shopping mall (or not) over several weeks, and as shoppers were about to exit the mall, they were intercepted to complete a survey. In the survey, respondents reported the amount of expenditures in the mall that day as well as their perceptions of the mall and demographic characteristics, such as age. The results indicate that shoppers spent significantly more in the mall with the presence of the pleasant ambient scent, but this result was true only among younger shoppers. Theoretical and practical implications of the reduced impact of ambient scent on older persons are discussed.
This exploratory study examines the influence of store environment on emotions and behaviour tendencies. The study brings insights from research on external environments to the study of store environment. We combined the idea of three distinct dimensions of emotions (pleasantness, arousal and dominance) and the role of mediating approach-avoidance behaviours with two variables taken from the field of environmental aesthetics – complexity and order. Twenty-four colour photographs of four sections of two grocery stores were rated by a sample of 43 subjects on their degree of complexity and order. A second sample of 87 subjects rated the same photographs on emotions and approach-avoidance tendencies. The relationship between complexity and order and reported pleasantness and arousal was consistent with findings regarding external environments. The three emotional dimensions mediated an inverted ‘U’ relationship between complexity and approach behaviour tendencies, as expected. Order had a positive correlation with approach behaviour tendencies. The study suggests the importance of examining general variables (such as complexity and order) in the context of retail environments and provides ideas for extensive research.
Impulse buying generates over $4 billion in annual sales volume in the United States. With the growth of e-commerce and television shopping channels, consumers have easy access to impulse purchasing opportunities, but little is known about this sudden, compelling, hedonically complex purchasing behavior in non-Western cultures. Yet cultural factors moderate many aspects of consumer's impulsive buying behavior, including self-identity, normative influences, the suppression of emotion, and the postponement of instant gratification. From a multi-country survey of consumers in Australia, United States, Hong Kong, Singapore, and Malaysia, our analyses show that both regional level factors (individualism-collectivism) and individual cultural difference factors (independent-interdependent self-concept) systematically influence impulsive purchasing behavior.
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.
The physical form or design of a product is an unquestioned determinant of its marketplace success. A good design attracts consumers to a product, communicates to them, and adds value to the product by increasing the quality of the usage experiences associated with it. Nevertheless, the topic of product design is rarely, if ever, encountered in marketing journals. To bring needed attention to the subject of product design and enable researchers to better investigate design issues, the author introduces a conceptual model and several propositions that describe how the form of a product relates to consumers’ psychological and behavioral responses. After presenting this model, the author describes numerous strategic implications and research directions.
Managers believe that in-store music has positive effects on customers' responses; consequently, it is widely used in different service settings such as supermarkets and coffee shops. However, prior research shows inconclusive results about the effects of in-store music – namely positive, non-significant and even negative effects. To shed more light on the actual effects of in-store music, the authors provide a systematic literature review of journal articles to explore such effects in six frequently studied service settings: supermarkets, retail, restaurants, bars, cafeterias and banks. The present literature review has three objectives. First, the authors develop a conceptual framework to provide structure and guidance to the research stream about in-store music in service settings. Second, the authors take a closer look at the existence of in-store music (i.e., whether the presence of in-store music helps, has no effect, or ‘hurts’) as well as on the design of in-store music for each service setting separately (i.e., how in-store music has to be designed to have beneficial effects). Third, after elaborating the status quo (what do we know?), this review identifies areas for future research (what do we need to know?).
Since there is usually no sales assistance available in supermarkets, wine labels represent the pivotal source of information for consumers at the point of purchase. In particular, it is the colour of the label which largely influences consumers’ wine choice. The purpose of our study was to reveal customers’ sensory expectations in relation to the flavour of red wines based on their label colours. Moreover, our goal was to examine whether there are any differences in the consumers’ expectations according to their frequency of wine purchase and gender. A survey was carried out among respondents who were intercepted in the wine aisles of two stores of an Austrian supermarket chain. The results indicate that label colours have a strong influence on flavour expectations. While, for example, red and black are most likely to create tangy flavour expectations, red and orange are most associated with fruity and flowery flavours. In addition, it appears that frequent buyers have stronger expectations than infrequent buyers with respect to most of the colours analysed. Finally, the customers’ gender seems to have little influence on flavour expectations. The results may be considered by wine producers in their label design to create sensory expectations in accordance with the actual flavour of their wine and, hence, avoid any disconfirmation of consumers’ expectations when they taste the wine. This is of particular importance when wine is sold in retail stores and consumers cannot rely on their taste experience prior to their purchase.
Purpose
The purpose of this paper is to analyse and discuss how sensory cues are preferred in relation to products, service and store image in a retail context and why retailers should consider the importance of congruence in a retail setting.
Design/methodology/approach
Four qualitative focus group discussions were conducted, following a semi-structured interview guide. A total of 24 participants discussed how and why a lighting department in an IKEA store in Sweden could be regarded as more appealing than the traditional layout.
Findings
The findings indicate that congruency works as a mediator between a retail setting, sensory cues, products, service and store image. Consumers prefer, compare and categorize sensory cues in relation to the specific product in the department, the service offered by the firm and the store image.
Originality/value
A model is developed that conceptualizes congruency as a mediator in a retail setting, which provides an opportunity to further explore external influences on congruency in retail settings, both conceptually and empirically.
This research aims to study the effect of a carefully selected congruent and simple ambient scent in a real-world supermarket setting. Specifically, we study how different levels of scent intensity affect shopper's mood, behavior and evaluations in a space with naturally occurring scents. Using electrostatic aroma diffusers, we apply a carefully selected melon scent at three different intensity levels in a large store of a major supermarket operator. The results show that, in the condition with high scent intensity, the scent has a significant positive effect on shopper’s store evaluations, time spent in store and store level sales. We provide evidence that mood is, as expected, a strong mediator of the effect of scent on positive evaluations. We also find that scent, used as a mood inducer, is especially effective for hurried shoppers. Interestingly, in terms of general mood inducement, we find that shoppers tend to overestimate the amount of time spent shopping at lower intensity levels and underestimate time spent shopping at high scent intensity levels. Implications for marketing and store management are discussed.
Consumers often touch products before reaching purchase decisions, and indeed touch improves evaluations of the given product. The present research investigates how touching a given product influences perception and choice of other seen products. We show that grasping a source product increases the visual fluency of a haptically similar product, thereby increasing the likelihood of choosing that product, but not the willingness to pay for it (Study 1). We also show that visually crowded rather than sparse product displays increase the effect of touch on choosing other haptically similar products, and that individuals' instrumental need for touch further modulates this effect (Study 2). Our results suggest that by manipulating or mimicking the haptic features (e.g., shape and size) of objects that consumers grasp while shopping, marketers can develop packaging that facilitates consumers' visual processing of their products, thereby increasing choice of those products.
What is sensory marketing and why does it matter? This book offers a global view of the use of senses in marketing strategy based on consumers' perception and behavior.
Integrating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in theory and practice.
With a comprehensive historical introduction, this book will be an important contribution that will provide useful Reading for marketing scholars and consumer psychologists across the World.
Music congruity effects on consumer behavior are conceptualized in terms of cognitive priming of semantic networks in memory, and operationalized as congruent with a product's country of origin (Experiment 1), or congruent with the utilitarian (Experiment 2) or social identity (Experiments 2 and 3) connotations of a product. Hearing a specific genre of music (e.g., classical) activates related concepts in memory (e.g., expensive, sophisticated, formal, educated), which influences the memory for, perception of, and choice of products. Consistent with this account of music congruity effects, three laboratory experiments show that playing music of a specific genre during initial product exposure improved subsequent recall of conceptually related (i.e., congruent) products compared to unrelated products (Experiment 1), affected product choice in favor of congruent products (Experiment 1), and affected how much participants were willing to pay for congruent products (Experiments 2 and 3).
Purpose
– The purpose of this paper is to examine how the holistic atmospheric cues encountered in a retail environment contribute to the creation of a retail experience. The interaction between these cues, and how they impact on the various stages of the retail experience is also explored.
Design/methodology/approach
– A qualitative methodology was employed, using protocol analysis and in-depth semi-structured interviews that were conducted with 18 participants. Data were collected in the context of the women’s fashion sector.
Findings
– The findings highlight the importance of store owners ensuring atmospheric cues create a store image congruent with their target market’s self-image. A model is also developed which highlights how atmospheric cues are able to affect successive stages of the retail experience.
Originality/value
– This paper provides a holistic understanding of how retail atmospheric cues are able to influence the overall retail experience; from how a retail store is initially evaluated through to the intention to purchase.
This paper explores a central question in social psychology: How are particular meanings of particular identities selected in a situation? This question was examined in a field setting, using experiential sampling techniques in which participants carried an electronic timer for two days as they engaged in their normal activities on a college campus. When the timer signalled them, participants responded to a questionnaire concerning who they were with, what they were doing, what identities and roles they were involved in at the time, and what their perceptions were of the situation. From the work of Burke and Reitzes, which postulates that people behave in ways that conform to the meanings of their identities (the principle of semantic congruity), we hypothesized that the particular meaning of respondents' identities in situations would conform to the meaning of the situations in which the identity was held. Analyses of the data indicated strong support for this hypothesis. How people view themselves depends on how they view the situation they are in, and how they behave depends on how they view themselves.
The authors discuss several issues in the timing, construction, and analysis of manipulation and confounding checks in marketing experiments. A review of 34 experiments involving latent independent variables reported in the "Journal of Marketing Research" over the past decade suggests that most researchers are familiar with the concept of manipulation checks but few systematically evaluate potential sources of confounding in experimental manipulations. Three alternative approaches for assessing the construct validity of experimental manipulations also are discussed.
Although retail atmospherics has been an active area of study, a glance around a typical mall indicates many retailers still do not actively differentiate their retail environment from competitors. This is likely due to retailers considering the atmospheric elements (lighting, music, etc.) individually and making decisions regarding the elements based on what is “standard” for their customers, merchandise, and format. This approach leads to very little differentiation and fails to consider that today’s consumer is often expecting a more multi-sensory, interactive, and holistic shopping experience. This paper considers an alternative approach, where a brand dictated “theme” is used to guide the manipulation of the atmospheric elements. This allows retail brands to break free from standard design to create a more interactive, immersive, and authentic environment. Outcomes include increases in shopping enjoyment, positive brand attitudes, and brand loyalty. T-tests are utilized to compare the two approaches within both the apparel (Study 1) and restaurant (Study 2) industries.
Store atmospherics affect consumer behavior. This message has created a revolution in sensory marketing techniques, such that across virtually every product category, retailers and manufacturers seek to influence the consumer's “sensory experience.” The key question is how should a company design its multisensory atmospherics in store to ensure that the return on its investment is worthwhile? This paper reviews the scientific evidence related to visual, auditory, tactile, olfactory, and gustatory aspects of the store environment and their influence on the consumer's shopping behavior. The findings emphasize the need for further research to address how the multisensory retail environment shapes customer experience and shopping behavior.
Customer experiences play an important role in retail brand management. This research investigates how bodily experiences in retail environments influence customers’ perceptions of retail brand personalities. Based on research on human personality perception, we propose that bodily experiences transfer metaphoric meaning to customers’ brand perceptions. In a field experiment and a lab experiment we manipulated participants’ bodily experiences (feeling of hardness and temperature) and consistently found a metaphor-specific transfer of experiences to retail brand personality perceptions (on the dimensions “ruggedness” and “warmth”). A third study reveals the mechanism behind the effect and demonstrates concept activation elicited by bodily experiences in customers’ minds.
A person-place congruency framework is proposed that predicts more affectively charged atmospherics, such as background music, will positively affect impulsive shoppers, whereas atmospherics that tend to facilitate more cognitive consumer processing, such as ambient scent, will positively affect contemplative shoppers. Expectations are supported in a large-scale field study (N = 774).
I define “sensory marketing” as “marketing that engages the consumers' senses and affects their perception, judgment and behavior.” From a managerial perspective, sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality). Given the gamut of explicit marketing appeals made to consumers every day, subconscious triggers which appeal to the basic senses may be a more efficient way to engage consumers. Also, these sensory triggers may result in consumers' self-generation of (desirable) brand attributes, rather than those verbally provided by the advertiser. The understanding of these sensory triggers implies an understanding of sensation and perception as it applies to consumer behavior—this is the research perspective of sensory marketing. This review article presents an overview of research on sensory perception. The review also points out areas where little research has been done, so that each additional paper has a greater chance of making a bigger difference and sparking further research. It is quite apparent from the review that there still remains tremendous need for research within the domain of sensory marketing—research that can be very impactful.
Stimulating consumers to explore ‘new’ wines constitutes a major marketing challenge. This paper investigates the potential of retail atmospherics, namely ambient scent, for supporting consumer exploratory behaviour. Scents pretested to vary in pleasantness were diffused in a laboratory setting. Data were collected on consumer actual and optimum stimulation level, exploratory tendencies, and behaviour. It was determined that the pleasantness of a scent moderated effects of optimum and actual stimulation on risk taking, variety seeking, and curiosity-motivated behaviour. Downstream effects extended onto the importance of label colour, text, and grape variety in the preference development process. Theoretical and practical implications are discussed.
The purpose of this study was to propose an enjoyment-based motivational framework for shopping behavior research. The effects of shopping enjoyment, perceived time poverty, and selected demographic variables on the amount of time spent shopping among employed customers of a large Midwest retail firm were investigated. Analysis of covariance was used to analyze the simultaneous effect of the classification and measurement variables on time spent shopping. The factors affecting time spent shopping were found to be complex and interrelated. Significant main and interaction effects were found for shopping enjoyment, marital status, and age. Shopping enjoyment was positively related to time spent shopping; however, the effect of shopping enjoyment was mediated by marital status. The findings did show that shopping enjoyment is a viable motivational construct influencing time allocation to shopping and provided support for extending traditional utility maximization models to include shopping enjoyment.
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.
Two studies are reported that examine the relationships between optimum stimulation level (OSL), selected personality traits, demographic variables, and exploratory behavior in the consumer context. The results show several significant correlations between OSL and the other variables examined. Research and managerial implications of the results are outlined.
This study examines the relationships that exist between consumers' perceptions of a retail environment and their emotions, satisfaction and behavioural intentions with respect to that shopping setting. A model of these relationships is developed and then tested in two distinct retail settings—shopping centres and traditional retailing areas. The results show that, in general, positive perceptions of a retail environment have a positive influence on positive emotions, on repatronage intentions, and on the desire to remain longer in the shopping area in both retail settings. However, some interesting differences emerge between shopping centres and traditional retailing areas: (i) the internal environment has a stronger effect on emotions in shopping centres than in traditional retailing areas; and (ii) the internal environment has a negative effect in shopping centres on the disposition to pay more.
The pressure to develop cost-effective retail design solutions has heightened the need to understand better the atmospherics-behaviour relationship. Drawing upon a review of salient literature, this paper develops a conceptual model highlighting the influence of response moderators, including expectations, familiarity with the environment and shopping motives. Using LISREL, the model is calibrated and tested through a survey of 1,000 shoppers within one of Europe's largest, city centre shopping malls. Consumers with strong shopping motives are found to experience more pleasure and arousal; expectations also moderate the atmospherics-mood states relationship. The shortcomings of measurement scales, developed in previous studies with student samples, when applied to real shoppers are also noted.
Previous work in consumer research has left questions concerning the duration of consumption largely unexplored and, in particular, has neglected the possible role of emotions in determining the length of time that consumers devote to consumption experiences. This study proposes an approach to investigating these questions and illustrates its application to the context of examining the connection between emotional responses and listening receptivity to music. Specifically, Russell, Weiss, and Mendelsohn's (1989) Affect Grid was used to select a set of musical stimuli judged as varying widely in pleasure and arousal. In an individually administered listening task, 58 subjects listened to these musical selections in different random orders for as long as they wanted before rating their feelings on the Affect Grid. Listening time was measured unobtrusively when rewinding the tapes between sessions with subjects. As hypothesized, the results show that log (tempo) strongly affects arousal, that listening time follows a nonmonotonic relation which peaks at intermediate levels of arousal, and that these peaks shift from left to right as pleasure increases.