In-store music and aroma influences on shopper behavior and satisfaction

Morrison, Michael, Gan, Sarah, Dubelaar, Chris and Oppewal, Harmen 2011, In-store music and aroma influences on shopper behavior and satisfaction, Journal of business research, vol. 64, no. 6, pp. 558-564, doi: 10.1016/j.jbusres.2010.06.006.

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Title In-store music and aroma influences on shopper behavior and satisfaction
Author(s) Morrison, Michael
Gan, Sarah
Dubelaar, Chris
Oppewal, Harmen
Journal name Journal of business research
Volume number 64
Issue number 6
Start page 558
End page 564
Total pages 7
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2011-06
ISSN 0148-2963
Keyword(s) music
shopping experience
shopper behavior
Summary Retail markets are increasingly competitive and retailers continuously look to differentiate their retail offering. One way to differentiate is by providing a pleasant and exciting shopping ambience. This paper experimentally tests the effects of music (volume high or low) and aroma (vanilla scent present/absent) on young fashion shoppers in a real retail setting. Results show that volume of music and the presence of a vanilla aroma both have a significant impact on shoppers' emotions and satisfaction levels. Additional analysis reveals that the arousal induced by music and aroma results in increased pleasure levels, which in turn positively influences shopper behaviors, including time and money spend, approach behavior, and satisfaction with the shopping experience. Direct effects of arousal on behaviors as well as an interaction effect between music and aroma on pleasure and time spent in the store are also present. The paper contributes to the better understanding of shoppers' emotions and shopper behaviors in response to in-store atmospherics and offers retailers practical insights into how to create competitive advantage by customizing the atmosphere in their stores.
Language eng
DOI 10.1016/j.jbusres.2010.06.006
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 909999 Commercial Services and Tourism not elsewhere classified
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2011, Elsevier
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