IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v64y2011i6p558-564.html
   My bibliography  Save this article

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

Author

Listed:
  • Morrison, Michael
  • Gan, Sarah
  • Dubelaar, Chris
  • Oppewal, Harmen

Abstract

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.

Suggested Citation

  • Morrison, Michael & Gan, Sarah & Dubelaar, Chris & Oppewal, Harmen, 2011. "In-store music and aroma influences on shopper behavior and satisfaction," Journal of Business Research, Elsevier, vol. 64(6), pages 558-564, June.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:6:p:558-564
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148-2963(10)00111-6
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Spangenberg, Eric R. & Sprott, David E. & Grohmann, Bianca & Tracy, Daniel L., 2006. "Gender-congruent ambient scent influences on approach and avoidance behaviors in a retail store," Journal of Business Research, Elsevier, vol. 59(12), pages 1281-1287, November.
    2. Mitchell, Deborah J & Kahn, Barbara E & Knasko, Susan C, 1995. "There's Something in the Air: Effects of Congruent or Incongruent Ambient Odor on Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(2), pages 229-238, September.
    3. Turley, L. W. & Milliman, Ronald E., 2000. "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence," Journal of Business Research, Elsevier, vol. 49(2), pages 193-211, August.
    4. Chebat, Jean-Charles & Michon, Richard, 2003. "Impact of ambient odors on mall shoppers' emotions, cognition, and spending: A test of competitive causal theories," Journal of Business Research, Elsevier, vol. 56(7), pages 529-539, July.
    5. Grossbart, Sanford & Hampton, Ronald & Rammohan, B. & Lapidus, Richard S., 1990. "Environmental dispositions and customer response to store atmospherics," Journal of Business Research, Elsevier, vol. 21(3), pages 225-241, November.
    6. Chebat, Jean-Charles & Dube, Laurette, 2000. "Evolution and Challenges Facing Retail Atmospherics:: The Apprentice Sorcerer Is Dying," Journal of Business Research, Elsevier, vol. 49(2), pages 89-90, August.
    7. Belk, Russell W, 1975. "Situational Variables and Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(3), pages 157-164, December.
    8. Swinyard, William R, 1993. "The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 271-280, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Errajaa, Karim & Legohérel, Patrick & Daucé, Bruno, 2018. "Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 100-108.
    2. Lieve Doucé, 2022. "The Effect of High, Partial, and Low Multisensory Congruity between Light and Scent on Consumer Evaluations and Approach Behavior," Sustainability, MDPI, vol. 14(9), pages 1-25, May.
    3. Leenders, Mark A.A.M. & Smidts, Ale & Haji, Anouar El, 2019. "Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 270-280.
    4. Francisco I. Vega-Gómez & Francisco J. Miranda-Gonzalez & Jesús Pérez Mayo & Óscar Rodrigo González-López & Laura Pascual-Nebreda, 2020. "The Scent of Art. Perception, Evaluation, and Behaviour in a Museum in Response to Olfactory Marketing," Sustainability, MDPI, vol. 12(4), pages 1-15, February.
    5. Helmefalk, Miralem & Hultén, Bertil, 2017. "Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 1-11.
    6. Lunardo, Renaud & Roux, Dominique & Chaney, Damien, 2016. "The evoking power of servicescapes: Consumers' inferences of manipulative intent following service environment-driven evocations," Journal of Business Research, Elsevier, vol. 69(12), pages 6097-6105.
    7. Martin Amsteus & Vidar Hwang, 2015. "Scent in Mail: The Effect of Scented Direct Mailings," Journal of Economics and Behavioral Studies, AMH International, vol. 7(6), pages 24-33.
    8. Roschk, Holger & Loureiro, Sandra Maria Correia & Breitsohl, Jan, 2017. "Calibrating 30 Years of Experimental Research: A Meta-Analysis of the Atmospheric Effects of Music, Scent, and Color," Journal of Retailing, Elsevier, vol. 93(2), pages 228-240.
    9. Andreas C. Drichoutis & Varvara Kechagia, 2016. "The effect of olfactory sensory cues on economic decision making," Working Papers 2016-4, Agricultural University of Athens, Department Of Agricultural Economics.
    10. Chandan Parsad & Sanjeev Prashar & Vijay Sai Tata, 2017. "Understanding nature of store ambiance and individual impulse buying tendency on impulsive purchasing behaviour: an emerging market perspective," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 44(4), pages 297-311, December.
    11. Rayburn, Steven W. & Voss, Kevin E., 2013. "A model of consumer's retail atmosphere perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 20(4), pages 400-407.
    12. Errajaa, Karim & Daucé, Bruno & Legohérel, Patrick, 2020. "Consumer reactions to olfactory congruence with brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    13. Shuvam Chatterjee & Pawel Bryla, 2023. "Mapping consumers’ semi-conscious decisions with the use of ZMET in a retail market setup," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 50(2), pages 221-232, June.
    14. Michon, Richard & Chebat, Jean-Charles & Turley, L. W., 2005. "Mall atmospherics: the interaction effects of the mall environment on shopping behavior," Journal of Business Research, Elsevier, vol. 58(5), pages 576-583, May.
    15. Manar Ibraheem & Nadine Tournois, 2018. "Influence of service environment on client loyalty in luxury hotels: A test of the cognition-emotion approach," Post-Print hal-02054852, HAL.
    16. Dennis, Charles & Newman, Andrew & Michon, Richard & Josko Brakus, J. & Tiu Wright, Len, 2010. "The mediating effects of perception and emotion: Digital signage in mall atmospherics," Journal of Retailing and Consumer Services, Elsevier, vol. 17(3), pages 205-215.
    17. Esteky, Sina, 2021. "Chirping birds and barking dogs: The interactive effect of ambient sensory cue source and valence on consumers’ choice of natural products," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    18. Diogo Conque Seco Ferreira & Jorge Mendes Oliveira-Castro, 2010. "Effects of background music on consumer behaviour: behavioural account of the consumer setting," The Service Industries Journal, Taylor & Francis Journals, vol. 31(15), pages 2571-2585, September.
    19. José Verissimo & Rui Alves Pereira, 2013. "The Effect Of Ambient Scent On Moviegoers’ Behavior," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(2), pages 67-80.
    20. Eliane Schreuder & Jan van Erp & Alexander Toet & Victor L. Kallen, 2016. "Emotional Responses to Multisensory Environmental Stimuli," SAGE Open, , vol. 6(1), pages 21582440166, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:64:y:2011:i:6:p:558-564. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.