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Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior
Linnaeus University, School of Business and Economics, Department of Marketing. (SMRG)ORCID iD: 0000-0003-2924-2874
Linnaeus University, School of Business and Economics, Department of Marketing. (SMRG)
2017 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 38, 1-11 p.Article in journal (Refereed) 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.

Place, publisher, year, edition, pages
2017. Vol. 38, 1-11 p.
Keyword [en]
Atmospheric stimuli, Multi-sensory congruent cues, Store design, Emotions, Purchase behavior and field experiments
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-63532DOI: 10.1016/j.jretconser.2017.04.007OAI: oai:DiVA.org:lnu-63532DiVA: diva2:1094439
Available from: 2017-05-09 Created: 2017-05-09 Last updated: 2017-09-29Bibliographically approved

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Helmefalk, MiralemHultén, Bertil
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf