lnu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
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
Shedding light on the use of single and multisensory cues and their effect on consumer behaviours
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0003-2924-2874
Jönköping University, Sweden.ORCID iD: 0000-0002-6633-632X
2018 (English)In: International Journal of Retail & Distribution Management, ISSN 0959-0552, E-ISSN 1758-6690, Vol. 46, no 11-12, p. 1077-1091Article in journal (Refereed) Published
Abstract [en]

Purpose Retail stores are required to provide a stimulating in-store experience for customers and do this by developing various strategies. One strategy implemented by retailers is the use of sensory cues to encourage consumers to engage with the environment and the products on display and available for purchase. Conducted in a lighting department, the purpose of this paper is to consider how retailers can employ a multisensory cue, which is formed by combining three single cues to positively impact consumer behaviours - specifically time spent, touching and purchase. Design/methodology/approach The study comprised an experimental design, which implemented single congruent visual, auditory and olfactory cues that formed a multisensory cue. Consumer behaviour outcomes of these cues were measured using objective measures. Findings The results show that a multisensory cue impacts time spent and purchasing, but no evidence of it affecting touching was noted. In the case of the single cues, auditory and scent cues impacted time spent, but their effect was not to the extent of the multisensory cue, which was superior. Research limitations/implications The study focussed on one product category within a general furnishing store, thus limiting the extent to which the findings can be generalised. Practical implications The effect of a multisensory cue exceeded that of single cues, emphasising the need for retailers to consider and develop a multisensory retail environment. Originality/value While research into the effect of single cues on consumer behaviours has shown positive effects, research into a multisensory cue, especially in a real-retail setting, is relatively scarce.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2018. Vol. 46, no 11-12, p. 1077-1091
Keywords [en]
Purchasing, Retailing, Sensory marketing, Consumer behaviours, Multisensory cues, Time spent
National Category
Economics and Business
Research subject
Economy
Identifiers
URN: urn:nbn:se:lnu:diva-83422DOI: 10.1108/IJRDM-03-2018-0057ISI: 000450812100005Scopus ID: 2-s2.0-85056199145OAI: oai:DiVA.org:lnu-83422DiVA, id: diva2:1318424
Available from: 2019-05-27 Created: 2019-05-27 Last updated: 2019-08-29Bibliographically approved

Open Access in DiVA

No full text in DiVA

Other links

Publisher's full textScopus

Authority records BETA

Helmefalk, Miralem

Search in DiVA

By author/editor
Helmefalk, MiralemBerndt, Adele
By organisation
Department of Marketing
In the same journal
International Journal of Retail & Distribution Management
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar

doi
urn-nbn

Altmetric score

doi
urn-nbn
Total: 22 hits
CiteExportLink to record
Permanent link

Direct link
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