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Sensory cues and shoppers' touching behaviour: the case of IKEA
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2012 (English)In: International Journal of Retail & Distribution Management, ISSN 0959-0552, E-ISSN 1758-6690, Vol. 40, no 4, 273-289 p.Article in journal (Refereed) Published
Abstract [en]

Purpose – The presented research aims to depict shoppers' touching behaviour in relation to the introduction of visual and olfactory sensory cues at point-of-purchase in a retail setting. In the field of retailing research, there is a paucity of knowledge on how visual and olfactory sensory cues impact on consumers' touch behaviour.

Design/methodology/approach – The author presents a review of theoretically relevant work from retailing and consumer psychology, and an original study examining the impact of visual and olfactory sensory cues on consumer touch behaviour. The study was a field experiment in the glass department of the Swedish retailer IKEA. The design was quasi-experimental with a convenience sample of shoppers assigned to a control group (n=451) and an experimental group (n=435).

Findings – In the reported study, the author finds significant differences between shoppers' touching behaviour in a manipulated point-of-purchase compared to a conventional one. The findings show that visual and olfactory sensory cues have a positive impact on shoppers' touching behaviour, purchase intentions and total sale.

Research limitations/implications – The findings demonstrate that sensory cues exert a positive impact on consumers' desire to touch. Sensory cues frame consumers' affective responses and decision making through involving the sense of touch.

Practical implications – The findings provide guidelines for managers of retail and service outlets, concerning the benefits of sensory cues in enhancing shoppers' touching behaviour at point-of-purchase.

Originality/value – The research demonstrates that the introduction of visual and olfactory sensory cues impact consumers' touch behaviour at point-of-purchase in a retail setting.

Place, publisher, year, edition, pages
Bingley: Emerald Group Publishing Limited, 2012. Vol. 40, no 4, 273-289 p.
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-30042DOI: 10.1108/09590551211211774Scopus ID: 2-s2.0-84858403390OAI: oai:DiVA.org:lnu-30042DiVA: diva2:660405
Available from: 2013-10-29 Created: 2013-10-29 Last updated: 2017-12-06Bibliographically approved

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Hultén, Bertil

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CiteExportLink to record
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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