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Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF). (SMRG)ORCID-id: 0000-0003-2924-2874
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF). (SMRG)
2017 (engelsk)Inngår i: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 38, s. 1-11Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

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.

sted, utgiver, år, opplag, sider
Elsevier, 2017. Vol. 38, s. 1-11
Emneord [en]
Atmospheric stimuli, Multi-sensory congruent cues, Store design, Emotions, Purchase behavior and field experiments
HSV kategori
Forskningsprogram
Ekonomi, Marknadsföring
Identifikatorer
URN: urn:nbn:se:lnu:diva-63532DOI: 10.1016/j.jretconser.2017.04.007ISI: 000416094300001Scopus ID: 2-s2.0-85018946949OAI: oai:DiVA.org:lnu-63532DiVA, id: diva2:1094439
Tilgjengelig fra: 2017-05-09 Laget: 2017-05-09 Sist oppdatert: 2019-08-29bibliografisk kontrollert

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