Article2019

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

38 citations0/0 files storedJournal of Consumer Marketing

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

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.

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References

1974An approach to environmental psychology 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 1998Impulse buying: Modeling its precursors 2001Congruency of scent and music as a driver of in-store evaluations and behavior 2004Emotions in consumer behavior: a hierarchical approach 1980Optimum Stimulation Level: Its Relationship to Personality, Demographics, and Exploratory Behavior

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