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Browsing behaviour as a mediator: the impact of multi-sensory cues on purchasing
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0003-2924-2874
2019 (English)In: Journal of Consumer Marketing, ISSN 0736-3761, E-ISSN 2052-1200, Vol. 36, no 2, p. 253-263Article in journal (Refereed) Published
Abstract [en]

Purpose This paper aims to examine how multi-sensory cues, when store-congruent, influence consumer browsing behaviour and its subsequent effect on purchasing. Design/methodology/approach Two studies were used with a field experimental design in a furnishing retail store to examine browsing behaviour and purchasing in a visual, auditory, olfactory and a multi-sensory treatment group. Data were gathered over 12 weeks. This study was a set of studies comprising my dissertation thesis (Helmefalk, 2017). Findings Findings show that multi-sensory cues in a retail atmosphere are evidently influencing purchasing via browsing behaviour as a mediator. Originality/value The findings evidence browsing behaviour as a mediator and predictor for purchasing, which emphasizes its conceptual and empirical contribution in terms of modifying retail atmospheres. The work contributes to the field of retailing, sensory marketing and consumer behaviour, a novel view on the linkages between multi-sensory cues, browsing behaviour and purchasing.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2019. Vol. 36, no 2, p. 253-263
Keywords [en]
Atmospherics, Consumer behaviour, Browsing behaviour, Cues, Retailing, Senses
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-81399DOI: 10.1108/JCM-10-2017-2392ISI: 000461489600001Scopus ID: 2-s2.0-85061498748OAI: oai:DiVA.org:lnu-81399DiVA, id: diva2:1300777
Available from: 2019-03-29 Created: 2019-03-29 Last updated: 2019-08-29Bibliographically approved

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Helmefalk, Miralem

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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