Shaping Retail Brand Personality Perceptions by Bodily Experiences

Möller, Jana; Herm, Steffen

doi:10.1016/j.jretai.2013.05.004

Cited by 71 publications

(55 citation statements)

References 46 publications

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“…Specifically, for music, prior research has provided comprehensive evidence for its effects on a variety of consumer responses (for a review, see Turley & Milliman, ) such as shopping pace (Milliman, ), perceived waiting time (Oakes, ), actual time spent dining (Caldwell & Hibbert, ), or purchase behavior (Areni & Kim, ). Likewise, for flooring, results of initial marketing research demonstrate the significant impact of flooring or the resultant subtle haptic‐kinesthetic sensations on consumer behavior (Meyers‐Levy, Zhu, & Jiang, ; Möller & Herm, ). However, despite the general acknowledgement of flooring as an ambient variable (Baker, Grewal, & Parasuraman, ; Baker, Parasuraman, Grewal, & Voss, ; Berman & Evans, ), it is the least empirically examined atmospheric cue (Turley & Milliman, ).…”

Section: Introductionmentioning

confidence: 99%

Don't ignore the floor: Exploring multisensory atmospheric congruence between music and flooring in a retail environment

Imschloß

Kuehnl

2017

Psychology and Marketing

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In retail environments, consumers commonly evaluate products while standing on some type of flooring and concurrently being exposed to music; however, no study has examined the interaction of these two atmospheric cues. To bridge this gap, this research examines whether retailers can benefit from creating multisensory atmospheric congruent rather than incongruent retail environments of flooring and music. The results of an experiment in a real retail store reveal positive effects of multisensory congruent retail environments (e.g., soft music combined with soft flooring) on product evaluations. This study provides a new process explanation with consumers’ purchase‐related self‐confidence mediating these effects. Specifically, consumers in congruent rather than incongruent retail environments experience more purchase‐related self‐confidence, which in turn leads to more favorable product evaluations. Furthermore, this study shows that consumers with a low rather than a high preference for haptic information are influenced more by multisensory atmospheric congruence when evaluating a product haptically.

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Section: Introductionmentioning

confidence: 99%

Don't ignore the floor: Exploring multisensory atmospheric congruence between music and flooring in a retail environment

Imschloß

Kuehnl

2017

Psychology and Marketing

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“…It is about consumer behavior patterns in the long term and imitation of models and lifestyles. Möller and Herm (2013) [12] defined bodily experiences as "physical sensations evoked by the external world" and propose that they can shift metaphoric meaning to customers' brand perceptions.…”

Section: Brand Experiencementioning

confidence: 99%

The Influence of Brand Experience on People’s Revisit and Purchase Intention in the Context of China’s Museum

Bo-ya¹

2018

AJIBM

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Brand experience has been considered a tactical tool that satisfies consumers' needs and allows them to engage with the brands. Considering the global economic slowdown, China's traditional museums are less visited and the sales of relevant products (e.g. souvenirs) are declining. With a combination of literature review and primary research, the study has drawn a positive conclusion that brand experience (sensory, affective, behavior and intellectual) can effectively motivate people's intention to revisit and purchase in museums in China. Therefore, the study will give important implications to the insights of consumers' experience preferences and will guide an upgraded marketing strategy for the development of museums.

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“…Retail atmosphere literature has identified experiences that customers perceive by the senses of somatosensation, olfaction, hearing, sight and taste [26]. These sensory experiences are caused in retail environments by a variety of stimuli [27] [28].…”

Section: Sensory Experiencementioning

confidence: 99%

Stimulating Curiosity and Consumer Experience in a Retailer

Cachero-Martínez¹,

Vázquez‐Casielles²

2017

AJIBM

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Nowadays, retailers have to try to differentiate themselves from their competitors through consumer shopping experience. The authors distinguish several experience dimensions and develop a shopping experience scale that includes six dimensions: sensory (tactile, scent, auditory, visual, taste), intellectual (through design and with employees), social, pragmatic and emotional. Analyzing the experiences by sectors of activity, our study indicates that the emotional experience predominates in some sectors, like jewelry or bookstores. Emotional experience can also be linked to pragmatic experience. This occurs in the sports, decoration and toy sectors. Thus it is important to develop innovations related to emotional experience. Enhancing imagination, creativity and arousing consumer curiosity the retailer will create an experiential shop, which are of particular interest to the consumer. KeywordsExperience Marketing, Emotion, Retail, Customer Experience Management Experiences and Emotions in Consumer BehaviorNowadays shopping experience plays an important role in consumer behavior that is why both academic experts and retailers pay special attention to it [1] [2][3]. When customers visit and shop in a retailer, they may want different experiences that surprise them. Therefore, retailers should control key determinants of customer experience dimensions for successful management of their store.Customer's surprise, resulting from the experiences in the store, can cause different emotions (e.g. happy, hopeful, entertaining, animated and/or enthusias- There are several studies on consumer experience [5] [6] [7], which refer to brand experiences [8], not to consumer experiences in a retailer. Therefore, retail managers still need methods and procedures that show them what they can offer in experience marketing. In this sense, this paper presents an important distinction between experiences for retailers who are interested in the experience economy. The study defines and conceptualizes the shopping experience construct. We begin with a review of the literature in consumer and marketing experience research, which analyzes when each type of experience occurs and how it affects consumer behavior. Next, we review the literature in consumer experience scale, and propose our own scale based on the literature. Later, we obtain the perception of different retailer sectors in each of the experience dimensions.Finally, from what is known, we highlight key insights, theoretical contributions and management implications for marketing practice. Designing ExperiencesCustomer experience depends not only on the aspects which retailers can control (store design, quality of service, promotion…), but also on factors that are outside of the retailer's control (relationship with other consumer, shopping motivations…) [9] [10]. However, marketing literature has identified different

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Shaping Retail Brand Personality Perceptions by Bodily Experiences

Cited by 71 publications

References 46 publications

Don't ignore the floor: Exploring multisensory atmospheric congruence between music and flooring in a retail environment

Don't ignore the floor: Exploring multisensory atmospheric congruence between music and flooring in a retail environment

The Influence of Brand Experience on People’s Revisit and Purchase Intention in the Context of China’s Museum

Stimulating Curiosity and Consumer Experience in a Retailer

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