89101112131411 of 44
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Shedding light on the use of single and multisensory cues and their effect on consumer behaviours
Department of Marketing, School of Business and Economics, Linneaus University, Kalmar, Sweden.
Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, Jönköping International Business School, JIBS, Media, Management and Transformation Centre (MMTC).ORCID iD: 0000-0002-6633-632X
2018 (English)In: International Journal of Retail & Distribution Management, ISSN 0959-0552, E-ISSN 1758-6690, Vol. 46, no 11-12, p. 1077-1091Article in journal (Refereed) Published
Abstract [en]

Purpose: Retail stores are required to provide a stimulating in-store experience for customers and do this by developing various strategies. One strategy implemented by retailers is the use of sensory cues to encourage consumers to engage with the environment and the products on display and available for purchase. Conducted in a lighting department, the purpose of this paper is to consider how retailers can employ a multisensory cue, which is formed by combining three single cues to positively impact consumer behaviours – specifically time spent, touching and purchase.

Design/methodology/approach: The study comprised an experimental design, which implemented single congruent visual, auditory and olfactory cues that formed a multisensory cue. Consumer behaviour outcomes of these cues were measured using objective measures.

Findings: The results show that a multisensory cue impacts time spent and purchasing, but no evidence of it affecting touching was noted. In the case of the single cues, auditory and scent cues impacted time spent, but their effect was not to the extent of the multisensory cue, which was superior.

Research limitations/implications: The study focussed on one product category within a general furnishing store, thus limiting the extent to which the findings can be generalised.

Practical implications: The effect of a multisensory cue exceeded that of single cues, emphasising the need for retailers to consider and develop a multisensory retail environment.

Originality/value: While research into the effect of single cues on consumer behaviours has shown positive effects, research into a multisensory cue, especially in a real-retail setting, is relatively scarce.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2018. Vol. 46, no 11-12, p. 1077-1091
Keywords [en]
Consumer behaviours, Multisensory cues, Purchasing, Retailing, Sensory marketing, Time spent
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-42224DOI: 10.1108/IJRDM-03-2018-0057ISI: 000450812100005Scopus ID: 2-s2.0-85056199145OAI: oai:DiVA.org:hj-42224DiVA, id: diva2:1268736
Available from: 2018-12-06 Created: 2018-12-06 Last updated: 2018-12-07Bibliographically approved

Open Access in DiVA

fulltext(468 kB)4 downloads
File information
File name FULLTEXT01.pdfFile size 468 kBChecksum SHA-512
9e4752d1f204ca0919d44b36a7f1a8087f31d393f4c7de8f99b280a56bdb441eae829868d26f4cdc0e44daf2ae0f8606599dd23635776cf8b57e6e7f1bb82032
Type fulltextMimetype application/pdf

Other links

Publisher's full textScopus

Authority records BETA

Berndt, Adele

Search in DiVA

By author/editor
Berndt, Adele
By organisation
JIBS, Business AdministrationJIBS, Media, Management and Transformation Centre (MMTC)
In the same journal
International Journal of Retail & Distribution Management
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 4 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

doi
urn-nbn

Altmetric score

doi
urn-nbn
Total: 20 hits
89101112131411 of 44
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf