Store Atmospherics: A Multisensory Perspective

Charles J. Spence · Nancy M. Puccinelli · Dhruv Grewal · Anne L. Roggeveen

666 citations0/0 files storedPsychology and Marketing

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Multisensory perception and integration

Abstract

ABSTRACT Store atmospherics affect consumer behavior. This message has created a revolution in sensory marketing techniques, such that across virtually every product category, retailers and manufacturers seek to influence the consumer's “sensory experience.” The key question is how should a company design its multisensory atmospherics in store to ensure that the return on its investment is worthwhile? This paper reviews the scientific evidence related to visual, auditory, tactile, olfactory, and gustatory aspects of the store environment and their influence on the consumer's shopping behavior. The findings emphasize the need for further research to address how the multisensory retail environment shapes customer experience and shopping behavior.

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References

1998Welcome to the experience economy.1999The experience economy: work is theatre & every business a stage 2019Welcome to the experience economy 1974Atmospherics as a Marketing Tool 2002The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions 2000Atmospheric Effects on Shopping Behavior 2011An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior 1994Store atmosphere and purchasing behavior

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