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عمومی::
محیط خرده فروشی
For retailers, a visually dominant store atmosphere should be designed more in the direction of a multi-sensory atmosphere in offering shoppers more appealing experiences of the retail setting.
However, research has not investigated how multi-sensory cues, although congruent, might impact on shopper emotions and purchase behavior at the point-of- purchase (POP) in retail settings.
In this experimental research, multi-sensory cues are defined as those that complement vision in a store atmosphere, such as the addition of scent in an otherwise odorless store environment, or music/voice in an originally rather quiet retail setting.
The aim of this paper is to analyze and discuss: 1) the relationship between multi-sensory congruent cues, emotions and purchase beha- vior in terms of time spent and purchasing, 2) how auditory and olfactory sensory cues, as non-visual stimuli, impact on emotions and purchase behavior and 3) how retailers can apply multi-sensory congruent cues in order to enhance shopper emotions and purchase behavior at POP in retail settings.
The physical environment can influence behavior, and the physical attributes in terms of retail atmospherics are important in characteriz- ing a retail setting.
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