2024
DOI: 10.1108/apjml-03-2024-0417
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Sensory marketing: the mediating role of hedonic emotions between multisensory experiences and mall patronage intention

Divyanshi Pal,
Kavita Srivastava,
Neha Gupta

Abstract: PurposeProviding positive and memorable shopping experiences has become essential for retailers. As the retail industry strives to create multisensory experiences for consumers, it is equally important to understand the emotions and pleasure such experiences evoke. The current study aims to investigate how multisensory experiences induce hedonic emotions in retail shoppers. It explores the mediating role of hedonic emotions in between multisensory experiences and shopping mall patronage intention.Design/method… Show more

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