Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior

Helmefalk, Miralem; Hultén, Bertil

doi:10.1016/j.jretconser.2017.04.007

Cited by 187 publications

(163 citation statements)

References 84 publications

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“…The literature adopts four of the five sensory marketing factors ("sight," "smell," "sound," and "touch"). Helmefalk and Hultén (2017) demonstrated the significant effects of these four sensory factors on retail customers' emotions [34]. In order to fill this gap in the existing literature, this study includes all five sensory factors applied to the context of coffee shop sensory marketing.…”

Section: Sensory Marketing Using Five Sensesmentioning

confidence: 99%

Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management

Jang

Lee

2019

Sustainability

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This study focused on sensory marketing that appeals to the five senses of coffee shop customers (“sight,” “smell,” “sound,” “taste,” and “touch”) to provide a sustainable growth model for the saturated coffee shop market. The study identified the relationships among coffee shops’ sensory marketing factors, the “PAD” emotions (pleasure, arousal, and dominance), flow, and behavioral intentions. It employed an online survey of coffee shop customers aged 20 years and older. A total of 608 surveys were used for the final analysis. The results showed that there are statistically meaningful relationships between “sight” and dominance, “sound” and arousal, “taste” and dominance, “taste” and arousal, “touch” and dominance, and “touch” and arousal. In addition, it was confirmed that there are significant relationships among the PAD emotions; pleasure also has positive effects on flow and behavioral intentions. Finally, this study found significant moderating effects of hedonic and utilitarian usage motivations on the hypothesized relationships. Based on our findings, several important academic and business implications are provided, which can contribute to the sustainability of coffee shops.

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Section: Sensory Marketing Using Five Sensesmentioning

confidence: 99%

Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management

Jang

Lee

2019

Sustainability

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“…They help with fatigue and tiredness and promote energy boosting. Lemon is also known for its health benefits, so you may decrease the risk for your staff to catch a flu, because of its anti-bacterial properties (Holmes 2017;Helmefalk-Hultén 2017). For example, in Japan, scientists and marketing specialists have found that when they spread a lemon-oil scent down the halls of offices, the typing mistakes of those employed there lowered by 54%, they also plummeted by 33% with jasmine oil and 20% when inhaling lavender (Card 2014).…”

Section: Resultsmentioning

confidence: 99%

Review of Aroma Marketing in Selected Areas: Case of Fashion Stores

Šugrová¹,

Paluchová²,

Horská³

et al. 2018

Prosperitas

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Fashion shops nowadays more and more use the sense of vision to persuade their customers to stay longer and spark an interest in their merchandise, many special offers and other things. Many more of these scientific studies have to be done to find the exactly perfect scent in fashion place that has all the advantages for businesses. After the business owners and marketing specialists have found the perfect and most interesting fragrance that they would like to apply to their store, they also have to find the perfect location for the diffusers to work effectively. This depends of course on how big the fashion store is, how many and how big diffusers are needed, and the question of how much of liquid scent is needed is also important. The diffuser location would be some place with high customers traffic, for example doorways, any narrow places, where customers have to get closer to the products and of course, near the product you would like to sell more of. Also, important thing is making sure there is enough ventilation in the shop, so the air gets always pushed and making sure there are no air flow going outside, like opened windows for example, doors are necessary evil in this case. The main objective of submitted paper is to point out on aroma marketing using directly in fashion retail stores and its impact on customers based on available theoretical literature sources.

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“…However, other stimuli, such as music and scents, can also contribute to the gratification of the senses. Levinson (2009) explained the aesthetic appreciation of music, and Helmefalk and Hultén (2017) found that the addition of congruent sensorial cues to the visual stimuli improves the emotional response and purchase behavior of customers.…”

Section: Model Of Spatial User Experiencementioning

confidence: 99%

Spatial User Experience: A Multidisciplinary Approach to Assessing Physical Settings

Nehme

Rodríguez

Yoon

2020

Journal of Interior Design

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In the fields of Product Design and Human–Computer Interaction, the term User Experience has been used to describe the interaction with products and systems. The largest product that humans interact with is the built environment. We use the built environment constantly for various functions. Based on a thorough review of the literature from multiple disciplinary sources, we introduce a model of Spatial User Experience (SUE), in which we define six dimensions as the main influential factors of the User Experience. These dimensions are categorized into two groups: (1) Ergonomic‐Instrumental, including Spatial Cognition, Physical Compatibility, and Environmental Compatibility; and (2) Affective, comprising Emotional Reaction, Spatial Appreciation, and Proxemics. Furthermore, the User Experience influences behavioral responses, which will depend on the context and the activity performed. The model aims to be flexible enough to be applied in different physical settings. Its purpose is to contribute to the theory building in User Experience and Interior Design and to provide a foundation for empirical research. Future studies will be able to further validate the relationships defined in the model in diverse physical settings, identifying the dimensions that have greater impact on the User Experience. Ultimately, it is our objective to orient practitioners in the design of places that foster positive experiences and well‐being.

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Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior

Cited by 187 publications

References 84 publications

Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management

Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management

Review of Aroma Marketing in Selected Areas: Case of Fashion Stores

Spatial User Experience: A Multidisciplinary Approach to Assessing Physical Settings

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