Browsing behaviour as a mediator: the impact of multi-sensory cues on purchasing

Abstract

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.

Direct and indirect effects of fear‐of‐missing‐out appeals on purchase likelihood

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A Critical Assessment of an Extended Learning Environment in Interior Design Studio

“…Thereby, it is important for retailers to invest in technological advancements that will provide experiences that elicit positive emotions, thereby increasing consumer curiosity and imagination (Cachero-Martínez ve Vázquez-Casielles, 2017). Helmefalk's (2019) research shows that multisensory experiences in stores increase sales rates by 3.5 times when compared to traditional stores and also contribute to sales rates by increasing browsing time. Designers, on the other hand, will be the most important actors in this interdisciplinary process, embracing the potentials of existing technologies such as rapid prototyping tools like Ardunio and exploring the limits of interactive design with engineers (Hornecker, 2011).…”

Só pra variar? Valores pessoais e custo de permanência em serviço de restaurantes

“…Vale um parêntese sobre este raciocínio, ainda que alheio ao propósito central desta pesquisa: ele se cruza com a sensibilidade de alguns entrevistados ao servicescape (BITNER, 1992) dos estabelecimentos frequentados. Neste particular foram observados dois tipos de percepção, a primeira delas referida à demonstração de sensibilidade a elementos iminentemente físicos, tais como a decoração comemorativa de Natal; ou seja, remetida a estímulos ambientais -cores, iluminação -que, conforme a literatura, exercem influências emocionais e sensoriais sobre o cliente em ambientes de serviços (SOLOMON, 2016;HELMEFALK, 2019). Vale notar também que foi salientada, por um dos sujeitos, a importância a elemento intangível que, fazendo parte do ambiente onde o serviço é apresentado ao cliente, tem o poder de destruir uma percepção aparente de experiência bem-sucedida na prestação do serviço: o incômodo muito sutil representado pelo cheiro de comida na roupa.…”