Multi-sensory congruent cues in designing retail store

Journal of Retailing and Consumer Services 38 (2017) 1–11

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Journal of Retailing and Consumer Services journal homepage: www.elsevier.com/locate/jretconser

Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior

MARK

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Miralem Helmefalk , Bertil Hultén The Marketing Department, School of Business and Economics, Linneaus University, Sweden

A R T I C L E I N F O

A B S T R A C T

Keywords: Atmospheric stimuli Multi-sensory congruent cues Store design Emotions Purchase behavior and field experiments

This paper explores the effects of multi-sensory congruent cues om shoppers’ emotions and purchase behavior in designing retail store atmosphere. Prior research suggests atmospheric stimuli to contribute to establish an appealing atmosphere and studies have confirmed that shoppers react to different stimuli. However, extant studies have not examined how multi-sensory congruent cues added to a visually dominant store atmosphere might impact shopper emotions and purchase behavior. The findings demonstrate a positive effect of multisensory congruent cues on shoppers’ emotions, through valence, and purchase behavior, through time spent and purchase. It is evident that shoppers perceive multi-sensory cues, such as auditory and olfactory ones, to be more effective in a dominant visual store atmosphere compared to only adding new visual stimuli. 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.

1. Introduction Retail atmospherics influence shopper cognitions and emotions in facilitating purchasing behavior (Michon et al., 2005; Turley and Milliman, 2000). Moreover, how congruent these atmospheric cues are with the store design, product categories, and store image have also been considered (Cheng et al., 2009; Garaus et al., 2014; North et al., 2015). For retailers, the use of sensory cues might be useful in influencing shoppers’ emotions and purchase behavior through retail store atmosphere (Hultén, 2012; Krishna, 2012). However, research has not investigated how multi-sensory cues, although congruent, might impact on shopper emotions and purchase behavior at the point-ofpurchase (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. Since visual stimuli are the most common ones and often dominate in store atmosphere, retailers could supplement the atmosphere with auditory, aesthetic/gustatory, haptic or olfactory cues, so as to provide a multisensory atmosphere (Ballantine et al., 2015; Foster and Mclelland, 2015; Spence et al., 2014). This kind of atmosphere has been observed to exert a superior impact on cognition, emotion and behavior, and it can similarly be argued that retailers should consider the use of multisensory cues in designing store atmosphere (Spence et al., 2014).

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Accordingly, retailers can use multi-sensory cues to differentiate themselves from competitors and their product categories, that are often linked to a particular retail context (Ballantine et al., 2010). This means that the same furnishing store – like Habitat or IKEA - could use, for example, music and/or scents as additional non-visual cues for such product categories as beds, bed linen or carpets in designing store atmosphere. For retailers, decisions on how to design a store atmosphere might involve multiple sensory cues, but the question is, which are the most relevant? While congruency is defined as the fit between concepts, one definition of sensory congruency in sensory marketing is, “[…] the degree of fit among characteristics of a stimulus” (Krishna et al., 2010, p. 410). This explanation depicts congruency as the degree of fit and how cues corresponds with each other in a given context. In practice, there seems to be no consensus among retailers about what kind of multi-sensory congruent cues should be seen as complements to visual stimuli, and in what context. Also, in retailing research, few insights are offered on how to introduce multi-sensory cues, to design a store atmosphere that positively influence shoppers’ emotions and purchase behavior. A need to change the current retail atmosphere and to evaluate its consequences, instead of relying only on simulated shopping tasks, is one of the main arguments for the present experimental research (Spence et al., 2014). To assist retail managers in making the appropriate decisions regarding choosing and applying multi-sensory cues in designing store

Corresponding author. E-mail address: [email protected] (M. Helmefalk).

http://dx.doi.org/10.1016/j.jretconser.2017.04.007 Received 8 November 2016; Received in revised form 22 March 2017; Accepted 26 April 2017 0969-6989/ © 2017 Elsevier Ltd. All rights reserved.


M. Helmefalk, B. Hultén

2007). Ambient factors concern background stimuli like sound or olfaction, whereas design factors concern visual stimuli being either aesthetic or functional like architecture, lighting, color, material, style or texture. A common opinion is that retail design affects shopper's behavior by creating attention, evoking emotional responses, and communicating different messages through signals and stimuli. It is clear that both design factors and ambient factors are important in designing store atmosphere, but knowledge on how multi-sensory congruent cues affect shoppers in terms of perceptions, emotions and actual behavior, is limited (Meyers-Levy and Zhu, 2007). Employing sensory cues to increase the valence and arousal of people have also subsequently shown to influence evaluations, perceptions and preferences (Li et al., 2007; Peck and Shu, 2009; Vida et al., 2007). Thus, it can become important for retailers to understand how to enhance the valence and arousal of consumers. Although sensory cues have an impact on consumers, these cues seldom interact in isolation, but in interplay with each other, the surrounding settings, products, people and other latent variables (Ballantine et al., 2010). Conceptually and empirically this paper focuses on how multi-sensory congruent cues might contribute to the design of store atmosphere. In this experimental research, it is assumed that the addition of such cues will impact shopper emotions and purchase behavior.

atmosphere, this study explores and examines how these cues influence shopper's emotions and purchase behavior. In a manipulated retail store atmosphere in Sweden, it was found that non-visual cues are more powerful in increasing time spent and purchasing, as well as valence and arousal, than simply adding another visual cue to existing ones in the store environment. An excess of the same kind of visual stimuli that is already present in a store atmosphere could even trigger sensory overload, entailing the risking of excessively complex and stressful store environments (Raju, 1980). The present study contributes to both theory and practice in a number of ways. Firstly, prior research has focused mostly on aspects of how individual atmospheric stimuli, often congruent ones, contribute to store atmosphere (Donovan and Rossiter, 1982; Mehrabian and Russell, 1974; Turley and Milliman, 2000). However, this study investigates the effects of adding multi-sensory congruent cues, in the form of auditory and olfactory, in relation to the store design, product categories and store image. Secondly, the study provides guidelines for retailers wishing to apply multi-sensory congruent cues in designing the existing store environment. The aim of this paper is to analyze and discuss: 1) the relationship between multi-sensory congruent cues, emotions and purchase behavior 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 paper is structured as follows. Firstly, the theoretical framework, research model and hypotheses are presented. Secondly, the research design for the study, the field experiments and the findings are presented. Thirdly, a discussion of the relationship between multisensory congruent cues, emotions and purchase behavior is presented. Finally, the theoretical and managerial implications of the study, the limitations as well as future research avenues, are considered.

2.2. Perceptions of atmospheric cues and its congruency Retailers acknowledge the importance of atmospheric cues and their effects on shopper behavior (Chebat and Michon, 2003; Spence et al., 2014; Turley and Milliman, 2000). This can be illustrated in practice by leading retailers such as Abercrombie and Fitch, Hollister as well as Tommy Bahamas in the US, where atmosphere plays a vital role for the semantic congruency and thematic display of products (Burke and Franzoi, 1988; Kozinets et al., 2002; Schifferstein and Blok, 2002). Considering that atmospheric cues have been well-evidenced to influence on various outcomes (Ballantine et al., 2015), it is also evident to retailers that adding sensory stimuli in-store can influence shopper's time spent and purchase (Donovan et al., 1994; Morrison et al., 2011; Spangenberg et al., 1996). In addition to the perceptions of sensory cues, the congruency between sensory cues, retail settings and store image becomes equally important for shoppers (Helmefalk, 2016). Similarly to the importance of sensory congruency in retail settings (Mattila and Wirtz, 2001; Morrin and Chebat, 2005; Knasko, 1995), the concept of optimum stimulation level (Raju, 1980), additionally highlights the importance of atmospheric cues and their intensity. When the levels of intensity are sub-optimal, consumers will try to avoid the situation whereas, when optimal, approach behavior is facilitated. Thus, considering congruency and intensity in retail settings, could have positive impact on consumer behavior (Steenkamp and Baumgartner, 1992). Following this rationale, if a retail setting is overstimulating, it does not facilitate approach behavior, but rather cause avoidance.

2. Theoretical framework 2.1. Designing retail store atmosphere For retailers, the question of how to design store atmosphere is related to how shoppers perceive and experience a store (Bitner, 1992). The physical environment can influence behavior, and the physical attributes in terms of retail atmospherics are important in characterizing a retail setting. Altogether, there is considerable research evidence that individuals do indeed react to different types of stimuli in a retail atmosphere (Bellenger et al., 1977; Wakefield and Baker, 1998; Ward et al., 1992). A general notion in research is that shoppers feel the atmosphere in a retail setting mainly through visual or other sensory stimuli. In this sense non-verbal as well as verbal stimuli are suggested to contribute to establish an appealing atmosphere. In the well-known stimulus-response-model (S-O-R) it is proposed that different stimuli affect consumer's emotional states. The main idea is that individuals evaluate a store atmosphere based on the emotional stimuli they receive resulting in either an approach or avoidance behavior (Mehrabian and Russell, 1974). It has been shown that there is a significant relationship between a manipulated store environment and shopping behavior and studies have confirmed that shoppers react to different types of stimuli (Turley and Milliman, 2000). The literature classifies stimuli - suggested for application in a retail atmosphere - based on signals, atmospheric conditions, spatial layout, and functionality, as well as exterior, interior, design, decoration and place of purchase (Berman and Evans, 2001; Bitner, 1992; Booms and Bitner, 1982). Moreover, a classification based on ambient factors, design factors and social factors has been proposed by (Ezeh and Harris,

2.3. Visual sensory cues For retailers, vision is unarguably the most dominant of all senses (Hecht and Reiner, 2009) and retailers that work with aesthetics, visual stimuli, are in general more successful than those that ignore design- or aesthetic aspects (Bloch, 1995; Bloch et al., 2003). Shoppers make their purchase decisions in-store, and aesthetics influence these choices as well as pleasure (Hekkert, 2006; Rettie and Brewer, 2000). It is also evident that retailers configure lighting, as visual stimuli, in developing retail atmosphere (Kotler, 1973; Turley and Milliman, 2000). It has been argued that the intensity (lumen) and wavelengths of light (color/hue) impact on consumer time spent examining products

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in-store (Areni and Kim, 1994; Summers and Hebert, 2001). Additionally, lighting and its colors have demonstrated that they impact on shopper approach behavior, in-store congruency, expectations, and price and brand perceptions in retail settings (Babin et al., 2003; Bellizzi et al., 1983; Lick et al., 2016). In this experimental research, it is assumed that visual congruent sensory cues will influence shopper emotions and purchase behavior.

Emotion H1

Multi-sensory congruent cues: visual, auditory and olfactory

Purchase behavior H4

Time spent

Hearing and listening in retail settings are mostly related to the context of music (Jain and Bagdare, 2011), acoustics and noise (Hopkins, 1994). It is quite evident to retailers that auditory sensory cues influence consumer cognitions and mental processes, emotional states, such as mood, valence and arousal and/or purchase decisions (Andersson et al., 2012; Garlin and Owen, 2006; Jain and Bagdare, 2011; Yalch and Spangenberg, 2000). Ambient background sound affects consumer shopping experiences on a daily basis and helps them to navigate by identifying objects quicker (Chen and Spence, 2010). For retailers this means that ambient background sound may involve service or product sounds generated by uncontrollable cues, such as noise levels by talking consumers (Hodgson et al., 2007) or environmentally naturally occurring retail sounds (Fraedrich and King, 1998). In a retail context, music impacts on consumers cognitions, emotions and purchase behavior (Demoulin, 2011; Jain and Bagdare, 2011). With regard to cognitive aspects, shopper expectations, perceptions and evaluations are highly influenced by music (Areni, 2003; Baker et al., 1994). Additionally, research on the effect of music on consumer emotions shows that tempo, pitch volume and genre are all relevant (Bruner and Gordon, 1990; Garlin and Owen, 2006; Michel et al., 2017; Michon and Chebat, 2004). In this experimental research, it is assumed that auditory congruent sensory cues, such as ambient background sound and music impact shopper emotions and purchase behavior.

Valence

H2

H3

2.4. Auditory sensory cues

Arousal

Purchase

Fig. 1. Research model.

3. Research model and hypotheses Based on the literature review, the presented framework highlights the importance of designing retail store atmosphere in relation to the impact of shopper perceptions of atmospheric cues and their congruency in creating multi-sensory store atmosphere. The presented experimental research extends previous research by empirically investigating the impact of multi-sensory cues on shopper emotions and purchase behavior. The research model (Fig. 1) outlines the relationships between multi-sensory congruent cues (visual, auditory and olfactory), emotions through valence and arousal as well purchase behavior, in terms of time spent and purchase. 3.1. Impact of multi-sensory cues on emotions: arousal and valence An optimally appealing and congruent store atmosphere can enhance shopper's emotive experience of the retail setting. In this regard, congruent sensory cues have an evident impact on affective reactions and could be more effective when multi-sensory (Spangenberg et al., 2005; Spence et al., 2014). It can also be argued that multi-sensory cues actually incorporate cues that was previously missing, hence including non-visual cues. Moreover, ambient and congruent store atmospheres impact shopper's emotions, which in many studies is operationalized as pleasure and arousal (Andreu et al., 2006; Chebat and Michon, 2003; Liu and Jang, 2009; Mcgoldrick and Pieros, 1998). As valence, arousal and dominance has been proposed by Mehrabian and Russell (1974) to be a measure for emotions, dominance alone have not shown to have a large effect (Donovan and Rossiter, 1982; Russell and Pratt, 1980). In this study, it is hypothesized that multi-sensory congruent cues impact on shopper emotions in a retail setting following two hypotheses:

2.5. Olfactory sensory cues Although retailers have acknowledged the importance of scents and their effects on consumer behavior, it remains difficult to establish the appropriateness of scents in retail settings in relation to age, culture and other personal attributes (Chebat et al., 2009; Morrin and Chebat, 2005; Möller and Herm, 2013). This implies, in order for a scent to be pleasant, it should be congruent with the store design, product categories as well as the targeted consumers (Leenders et al., 2016). Thus, the implementation should be carefully considered by retailers. Scents influence emotions and purchase behavior and pleasant scents have shown to enhance brand memory, risk-taking, varietyseeking in retailing, curiosity and consumer attention (Morrin and Ratneshwar, 2000; Orth and Bourrain, 2005). When it comes to congruent scent it is evident that congruency is important and moderates the effects of product and gender congruency in the context of retail atmosphere (Spangenberg et al., 2006). Moreover, there is evidence that congruent scents influence consumer cognition and affect contemplative shoppers more than others. For retailers, the enhancing effects of congruent scents on overall consumer ratings show that consumer have higher approach behavior, impulse purchasing and better overall experiences with congruent scents (Mattila and Wirtz, 2001; Morrin and Chebat, 2005). In this experimental research, it is assumed that adding settingcongruent scents impact shopper emotions and purchase behavior.

H1. Multi-sensory cues in congruence with the atmosphere positively influence shopper arousal at the point-of-purchase in a retail setting. H2. Multi-sensory cues in congruence with the atmosphere positively influence shopper valence at the point-of-purchase in a retail setting. 3.2. Impact of multi-sensory cues on purchase behavior: time spent There are various aspects of shopper purchase behavior. Some of these can for instance be impulse buying behavior (Kacen and Lee, 2002), spending behavior (Crusco and Wetzel, 1984; Guéguen and Jacob, 2010; Hirsch, 1995) or as in this study, purchase behavior in retail settings. With regard to the amount of time consumers spend in retail settings, it has been demonstrated that pleasant store environments influence the time spent (Ballantine et al., 2015; Donovan et al.,

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ing the atmosphere. A Swedish furnishing retailer allowed us to use a certain product of LED lamps with only visual stimuli in the lighting department, in order to test and measure the effects on shopper's emotions and purchase behavior by introducing multi-sensory cues in congruence with the store atmosphere. While haptic cues have been recognized as important for consumer emotions and behavior (Krishna, 2012; Streicher and Estes, 2016), they are excluded in this paper, due to the difficulty of modifying the present experimental retail setting.

1994; Sherman et al., 1997; Yoo et al., 1998). When it comes to visual sensory cues, it is evident that aesthetics in relation to such store elements as space design, placement of merchandise, furniture, and decoration variables is of considerable importance. If aesthetically pleasing (Gilboa and Rafaeli, 2003), these elements raise the time spent in store (Vieira, 2010). Moreover, it has been shown that time perception is affected by light and color (Antick and Schandler, 1993), and that shoppers tend to spend more time in pleasant illuminated retail settings (Areni and Kim, 1994; Summers and Hebert, 2001). Auditory sensory cues affect the pace at which consumers move, stay and consume in in-store retail settings, such as a slower pace to slow music (slow tempo) (Garlin and Owen, 2006; Milliman, 1986). It is also evident that music can distort consumer perceptions of time (Herrington and Capella, 1994; Oakes, 2003; Yalch and Spangenberg, 2000). Concerning olfactory sensory cues, pleasant scents in retail settings can, with exception (Fowler and Bridges, 2012), lead consumers to spend more time in a given environment (Guéguen and Petr, 2006; Knasko, 1989). This present study investigates a total of six sensory cues, two visual, two auditory and two olfactory, in order to examine the magnitude of the effects. To specify the cues, these are lighting, aesthetics, music, ambient background sounds, and congruent scent and speculated congruent scent. In this study, it is hypothesized that multi-sensory congruent cues impact time spent in a retail setting following the hypothesis:

4.1. Experiment 1 - visual congruent sensory cues 4.1.1. Pretest Few studies have investigated the correct fit and complementariness between such visual sensory cues as light and aesthetics, in relation to the existing store atmosphere. Thus, four explorative focus groups were employed to first determine possible atmospheric sensory cues that are congruent with the store atmosphere in the chosen retail setting. A purposeful sample with a total of 24 (n) participants, of whom 12 (n) were male and 12 (n) female, was chosen (Helmefalk, 2016). Participants were homogeneously sorted into four separate groups and were sorted by gender, age and profession. Having multiple homogeneous groups provides richer discussions (Morgan, 1996). Consequently, the separation first resulted into two groups, namely a male group and a female group of similar age and profession, more specifically university students. The other two groups were also sorted by gender, but consisted of mixed ages and professions. Participants age varied from 25 to 65 years and professions ranged from lawyer, architect, barber and engineer to, project leader and teacher. In order to clearly identify the perception of congruency. The eligibility criteria were that consumers had physically experienced the specific setting within the last six months and were customers themselves. Prior to the meetings and in groups of six, participants received a photograph of the experimental setting and were instructed to discuss the existing store atmosphere, its congruency and suggest what type of visual sensory cues, more specifically aesthetics and lighting, could be applied to the experimental setting in order for it to become more appealing. Thus, they discussed congruency, why and how they perceived the setting. To establish congruent visual sensory cues, it was necessary that participants suggested and recognized proposed visual cues as congruent to the setting. Similarly, they were required to establish which of the senses sound, smell, touch and taste were not present in the discussed setting.

H3. Multi-sensory cues in congruence with the atmosphere positively influence the time spent in a retail setting.

3.3. Impact of multi-sensory cues on purchase behavior: time spent on purchase The question for retailers is if multi-sensory congruent cues impact on shopper purchase behavior in terms of time spent and the probability of making a purchase. It is generally assumed that the mediating role of the time shoppers spend in retail settings should have effects on purchase. It is evident that when consumers walk longer paths in-store, they feel time pressure to buy, as well as being subjected to more products and hence impact purchases (Hui et al., 2009). Another useful example is that of consumers staying longer in a restaurant, resulting in more consumption (Milliman, 1986). It could however, be argued that time spent as a variable is really a representation of something else, such as cues, mood or arousal (Spangenberg et al., 2006; Yalch and Spangenberg, 2000) and caused by shopping enjoyment (Forsythe and Bailey, 1996). In this study, it is hypothesized that time spent will positively impact the odds of making a purchase following the hypothesis:

4.1.1.1. Pretest results. The participants suggested new visual sensory cues that would be congruent with such themes as home, coziness and family. In relation to this, visual sensory cues, such as curtains that hang over the shelves, plants, red colors and soft-colored light were suggested, that would confirm to the manipulated area. Although the setting was considered as visually dominant, participants regarded the setting as sterile and in need of improvement, which could be achieved with congruent aesthetics and color.

H4. Shopper's time spent exerts a positive influence on making a purchase in a retail setting. 4. Research design, field experiments and findings

4.1.2. Research design 4.1.2.1. Field experiment design. A multi-group, between subjects’ field experiment was conducted to test in the control group and in two treatment groups. The independent variables were visual sensory cues such as light and aesthetics.

This experimental research focuses on investigating the effects of multi-sensory congruent cues relating to the senses of vision, sound and olfaction (Hultén, 2015). Using this framework, we formulate four hypotheses that are tested empirically and measured in three field experiments. In order to examine the effects of multi-sensory congruent cues on shopper's emotions and purchase behavior, a deductive research strategy has been applied. Previous research has not examined how to complement a visually dominant store atmosphere with multi-sensory cues in terms of design-

4.1.2.2. Sample and data gathering. Data were gathered during five months, with a convenience sample of n =202 observations/ participants, n =100 for aesthetics and n =102 for light in the experimental groups and n =149 participants in the control group. Control variables were gender (female, male), age (18–24, 25–44,

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different product specifications, was placed between the curtains. For the light treatment group, a bulb illuminated the shelves in the experimental area. The chosen color was red and in line with the focus group discussions. Excessive light (e.g. white spotlights) was redirected from the area so as to emphasize the red lighting. The dependent variable of time spent, was determined by measuring the time at which participants first entered the experimental area until they left. During this time, consumers were observed placing products in their baskets, which counted as purchases. Although, the possibility that consumers did not always pay for the grabbed product in the cashregister, it was assumed that they intended making a purchase. Thus, our measure can also be viewed as purchase intent. A total of 12 observers were involved in gathering data and two observers at a time were in operation. All observers received the same instructions on how to conduct the measurement and were supervised when required. The observations scheme can be seen in Appendix 1. Control variables and manipulation checks were gathered as soon as the observed consumers left the experimental area. They were then asked to complete a short survey regarding the setting they had just visited, hence providing both observed data and self-reports. The consumers were then informed briefly about the study. No interactions between observer and participants occurred during the measurement in order to ensure internal validity. The only time interactions occurred were during the manipulations checks.

Table 1 Sample size and groups. Visual (Treatment)

Gender

C

Design

Light

Total

Male Female

62 86 148

59 40 99

52 50 102

173 176 349

18–24 25–44 45–64 65 +

7 56 72 11 147

12 33 34 19 98

12 33 40 18 103

31 122 146 48 348

Alone +1 +2 3+

55 73 13 7 148

50 44 2 4 100

29 62 8 3 102

134 179 23 14 350

Total Age

Total Group

Total

Note. Missing values and removed outliers contributed to the unequal total numbers presented in the table.

45–64 or 65+) and the number of observations/participants, still counting as one observation (alone, +1, +2 or 3 or more). Frequency rates of participants, categorized by control variables and treatment groups, are shown in Table 1. The total number of missing observations was n =25, which were excluded from the dataset. The eligibility criteria were all consumers who went into the experimental area and did not seek help from employees. Experiment 1 was conducted in the lighting section of a furnishing store. The company sells furniture and accessories in specified floor spaces that guide consumers through product categories and sections. For experiments 1–3, a control group sample was gathered before (ncontrol =149) the experiments and another sample after the experiments (npost-control =48) (MDcontrol vs. post-control=5.22, p=0.65). This was done to assess external reliability, which showed no significant differences in time, hence eliminating seasonal bias. Campaigns and other promotional communications to consumers were also monitored, to check for external influences which could potentially influence consumer purchases.

4.1.3. Findings 4.1.3.1. Manipulation check. To ensure that participants were actually influenced by the tested sensory cues, manipulation checks were conducted by asking participants if they noticed the manipulated visual sensory cues in the atmosphere (Khan, 2011; Perdue and Summers, 1986), for example, “Did you notice any curtains in the section over there?” A significant difference was found in favor of the scores for aesthetics, compared to the control condition (Mcontrol=0.29 vs. Mdesign/aesthetics=0.49); t (137)=0.50, p=0.02. For the light treatment group, it was found that more consumers noticed visual sensory cues, (Mlight/hue=0.49, SD=0.52), t (143)=2.29, p=0.02, thus confirming the effectiveness of the manipulated variables. 4.1.3.2. Visual cues on time spent. A one-way between-subjects ANOVA and Games-Howell post hoc was conducted in order to compare congruent visual sensory cues on time spent (H3) in the control, as well as aesthetics and light conditions. No significant effects of visual cues on time spent (H3) were found at the p < 0.05 level for the three conditions [F(2, 346) =0.328, p=0.720]. Conjointly, these results suggest that both aesthetics and light are not significantly different from the control condition (MD =−4,8 p=0.792 and MD =−6.2 p=0.768). Thus, H3 is rejected for the condition of visual cues.

4.1.2.3. Measurements and materials. The dependent measures consisted of two variables measuring the amount of time (seconds) consumers spent in the shopping area (continuous variable) and whether they picked up any products (dummy variable) and placed them in the basket. Although there are various ways of measuring arousal and valence, this study applies the approach of Russell et al. (1989), and measured similarly to Holbrook and Gardner (1993), with a seven-point scale. Since the experiment was conducted in a crowded and pathed floor, consumers were not inclined to answer many questions; hence the use of the shorter scales. For aesthetics, red curtains were introduced and cut to fit over the product shelves. The curtain was decorated and sewed to appear as though they were hanging down next to a living room window. Additionally, plants were positioned below the curtains. For light, a 60 W multi-colored light bulb was able to provide the most visible colors in the spectrum. Colors were altered and manipulated via Bluetooth and a smartphone application.

4.1.3.3. Visual cues on emotions. There were no significant effects of visual sensory cues on valence and arousal () in any of the conditions, thus rejecting in the condition of visual cues. 4.1.3.4. Time spent on purchase behavior. Although no significant effects were found from congruent visual sensory cues on time spent, two simple logistics regression analyses were employed. The purpose was to investigate whether time spent for each treatment group positively influenced the predictive ratings of making a purchase in the condition of aesthetics and light. Using the logistic regression for time spent in the aesthetics condition, it was significant (df =1, X2 =5.764 p=0.016), which shows that time spent has a significant positive influence on the probability of making a purchase (Exp(B) =1.014, wald =5.435 p=0.020). The model was also able to classify consumers who made a purchase (35.5%) or non-purchase (82.0%), with an overall

4.1.2.4. Procedures. The aesthetics- and light treatment groups were measured independently and when a sufficient amount of data was gathered, the experiment was over. For the aesthetics treatment group, a sign that normally hangs over the shelves with products, providing

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4.2.2.3. Measurements and materials. The pretest yielded suggestions for appropriate additional auditory cues with respect to the setting. The effects of such music as slow jazz and such ambient sound as sea-waves, was investigated. To employ these cues in the experimental area, a 13-watt wireless speaker was hidden amongst the merchandise, playing jazz during 3 weeks and ambient sound during 4 weeks. Employees and random participants were used to establish the appropriate level of sounds in the experimental area. Control variables, emotions and manipulation checks were measured as in Experiment 1.

percentage of 64.0%. The same applies to the condition of light (df =1, X2 =19.599 p=0.000), which has a significant positive influence on the probability of making a purchase (Exp(B) =1.018, wald =16.578 p=0.000). The model was also able to classify consumers who made a purchase (36.8%) or non-purchase (93.8%), with an overall correct percentage of 83.0%. Control variables did not interfere. Together, these results show that time spent has a significant positive influence on the likelihood of making a purchase. These results confirm H4. 4.2. Experiment 2 – auditory congruent sensory cues

4.2.2.4. Procedures. Prior to installing the wireless speaker, nearby speakers in-store were disconnected, so as not to interfere with the experiment. Thereafter, employees and observers established the appropriate volume of music and ambient sound. The procedure, control groups and dependent variables, validity measures and manipulations checks were conducted similarly to Experiment 1.

4.2.1. Pretest In the same way as in Experiment 1, a pretest with the same between-subject focus group design was conducted, investigating appropriate measures for investigating hypothesis. Moreover, the same research methodology was used in the pretest to investigate appropriate (complementary) additional auditory sensory cues. Contrary to Experiment 1, participants discussed which auditory cues were congruent to the retail setting.

4.2.3. Findings 4.2.3.1. Manipulation check. There were a statistical and significant difference in the scores for the manipulation check, compared to the no music condition [(Mcontrol=0.31 vs Mmusic=0.75); t (152)=5.728, p=0.00] and background/atmospheric treatment group, [(Mbackground=0.5, SD=0.52), t (152)=2.13, p=0.035]. This, confirms the effectiveness of the manipulated variables.

4.2.1.1. Pretest results. The suggested auditory cues in congruence with the store atmosphere were derived from discussing coziness and home, which participants felt fit the store and setting. Music, such as jazz and classical music with a calm, slow and relaxing tempo were subsequently suggested. These cues were according closely associated with the interior decoration of the retail setting. Ambient sounds were also proposed to fit into the retail setting, such as bonfires and ocean waves. In this experiment, jazz as music and ocean waves as ambient sound was selected as auditory sensory cues. From participant's discussions and experience, auditory cues were perceived to be non-existing, thus suggested to be added to the setting.

4.2.3.2. Auditory cues on emotions. H1 (Arousal) and H2 (Valence) did not correlate; hence separate ANOVAs were employed instead of a MANOVA to test the hypotheses. The impact of auditory sensory cues on emotions () is twofold, as for arousal [F(2, 315) =1.94, p=0.146,] is not significant, but is significant for valence (H2) [F(2, 315) =58.395, p=0.00, η2=0.27]. In the case of valence, music is significantly different from the control condition (MDmusic vs control =2.13**, SE =0.217), and in the ambient sound condition (MDbackground/ambient sound vs control =1.90**, SE =0.216). Post hoc tests showed no significant differences in-between music and ambient sounds. Together, these results show that only valence, as an emotional component, had a significant affect in the auditory cues experiment. Thus, H1 is rejected and H2 is confirmed.

4.2.2. Research design 4.2.2.1. Field experiment design. Experiment 2 replicates the field experimental design of Experiment 1 and employs music and ambient sound as independent variables, so as to investigate. 4.2.2.2. Sample and data gathering. The experiments took place during seven weeks, in the same setting as in Experiment 1, with a convenience sample of a total 376 observations/participants, n =116 in music, n =112 in ambient sound and n =149 in the control group. The frequency rates of gender, age and number of participants in groups are presented in Table 2.

4.2.3.3. Auditory cues on time spent. In relation to the field experimental design, similarly to Mattila and Wirtz (2001, p. 285), it is expected that Eta Square and Cohen's d would be relatively low or moderate, with respect to the low control of interfering factors. There were significant effects of auditory sensory cues, more specifically, slow jazz and ambient ocean-waves sound on time spent (H3) at the POP at the p < 0.05 level for the three treatment groups [F(2, 369) =10.22,

Table 2 Sample size and groups. Auditory (Treatment)

Gender

C

Music

Back-s

Total

62 86 148

51 65 116

65 47 112

178 198 376

18–24 25–44 45–64 65 +

7 56 72 11 147

14 40 31 31 116

13 41 39 17 110

34 137 142 59 373

Alone +1 +2 3+

55 73 13 7 148

47 64 4 1 116

37 62 10 3 112

139 199 27 11 376

Male Female

Total Age

Total Group

Total

Table 3 Auditory cues and control group. Experimental group Auditory

Music

Background sounds

Control

F

η2

Time spent

117.48** (80.20)

100.37** (49.46)

77.78 (77.13)

10.22

0.05

Arousal

ns (1.46)

ns

3.96 (1.45)

1.937

–

Valence

5.10** (1.59)

4.88** (1.35)

2.97 (1.564)

58.395

0.27

Emotion

Note. *= p < 0.05, **= p < 0.001 are significantly different at the p < 0.05, based on Games-Howell post hoc paired comparisons, when compared to the control. Standard deviations appear in parentheses below the mean values.

Note. Missing values and removed outliers contributed to the unequal total numbers seen in the table.

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p=0.000, η2=0.05], as shown in Table 3. Post hoc comparisons using the Games-Howell test (unequal sample size) indicated that mean time in seconds for the music condition (Mmusic =117.48, SD =80.20) was statistically different to the control treatment group (Mcontrol =77.78, SD =77.13). Likewise, the ambient sound condition (Mbackground =100.37, SD =49.46) differed significantly from the control group. Altogether, these results suggest that both music and ambient sound increases the amount of time consumers spend in the manipulated area. These results show that congruent music in a retail setting induces consumers stay 51% longer than in a non-music setting (MDmusic vs. control =−39.70 s, SE =9.86, p=0.000, δ=0.51). Following the rule of thumb, the effect size by Cohen's d displays a medium effect. Conversely, ambient sound makes consumers stay 29% longer than in no background/atmospheric settings (MDbackground vs control=22.56 s, SE =7.91, p=0.013, δ=0.34), with a small Cohen's d. Together, these results show that auditory sensory cues in congruence with the atmosphere, more specifically, slow jazz and ambient ocean-waves, impact positively on time spent in a retail setting. Thus, H3 is confirmed.

Table 4 Sample size and groups. Olfactory (Treatment)

Gender

C

Speculated

Smelled

Total

Male Female

62 86 148

51 70 121

71 50 121

184 206 390

18–24 25–44 45–64 65 +

7 56 72 11 147

5 31 54 32 122

20 38 43 19 120

32 125 169 62 389

Alone +1 +2 3+

55 73 13 7 148

40 72 10 0 122

40 71 7 5 123

135 216 30 12 393

Total Age

Total Group

Total

Note. Missing values and removed outliers contributed to the unequal total numbers in the table.

4.2.3.4. Time spent on purchase. To test H4, two binary logistic regressions were conducted to investigate whether time spent in the treatment setting significantly positively influenced purchase ratings for the music and ambient sound conditions. Time spent in the music condition, the model (df =1, X2 =12.292 p=0.000) significantly and positively influenced (Exp(B) =1.009, wald =11.087 p=0.001) purchase behavior. The model was able to correctly classify consumers who made a purchase (35.7%) or a non-purchase (87.5%), with an overall correct percentage of 68.4%. The same applies in the condition of ambient sound (df =1, X2 =8.992 p=0.003), which significantly and positively influenced purchase behavior (Exp(B) =1.012, wald =8.285 p=0.004). The model was able to correctly classify consumers who made a purchase (27.5%) or a non-purchase (90.3%), with an overall correct percentage of 67.9%. Control variables did not interfere. These results can be interpreted as meaning that for each second, the probability of making a purchase is 1.009 times more likely than not purchasing for the music condition and 1.012 for the ambient sound condition. These results confirm H4.

all participants. However, when investigating the congruency in relation to the setting, there was a significant difference in the scores for congruency in herbal/fruity like scent (M=3.81, SD=1.90) compared to the clean/flowery (M=5.04, SD=1.95) conditions t (8) =−2.33, p=0.024. The majority of participants who smelled the two scents rated the clean/flowery scent as significantly more congruent, thus establishing clean/flowery scent as congruent with the atmosphere, while the other one can consequently be seen as only discussed and speculated to be congruent prior actually experiencing the scent., Moreover, participants discussed the sense of smell being nonexisting in the discussed retail setting. 4.3.2. Research design 4.3.2.1. Field experiment. The research methodology was identical to Experiments 1 and 2. However this experiment examined a speculated congruent scent, versus an actually smelled and suggested congruent scent. Both these treatment groups were gathered during eight weeks (four weeks for each group), investigating time spent and number of purchases made. The control variables, arousal, valence and manipulation checks were conducted as in the previous experiments. Given that incongruent scents have conclusively been discussed as causing negative consumer behavior (Mitchell et al., 1995; Knasko, 1995; Spangenberg et al., 2006), this study does not compare congruence to incongruence, but rather compares two scents suggested to be congruent with the atmosphere, while only one is considered congruent and the other speculated to be congruent.

4.3. Experiment 3 – olfactory congruent sensory cues 4.3.1. Pretest The congruence of olfactory sensory cues was assessed in a pretest with focus groups in Experiment 3, such as in the previous pretests, although this experiment employed two separate pretests. The first one was to determine the congruency between different scents and the retail setting. Participants conferred and discussed different properties of scents and narrowed them down to two, so as to be congruent in the experimental setting. Participants used adjective keywords to describe possible categories of setting-congruent scents. The suggested and speculated scents were intended to be fruity and herbal, while the second one was to be more fresh, clean and flowery. Participants also discussed whether the sense of smell through scents was or was not present in the setting. The second pretest was to determine actual congruent scents by smelling scent cartridges in a random sequence, with a purposive sample of n =27 customers. In conjunction with suggested scent properties and keywords, two cartridges were put together in collaboration with a commercial scent company. The scent cartridges were subsequently used in a pretest-survey, determining post-judging congruency ratings after smelling the cartridges. A Likert scale was employed, investigating the congruency and pleasantness of each scent.

4.3.2.2. Sample and data gathering. A total of 245 (n) observations/ participants were gathered in the manipulated groups with n =122 for speculated, n =123 for smelled and n =149 in the control group (as in Experiment 1 and 2). The frequencies for gender, age and group number of participants are presented in Table 4. 4.3.2.3. Procedures and materials. To employ olfactory cues in the experimental area, a scent diffuser was hidden amongst the merchandise, releasing scents during the duration of observation. The intensity and coverage of the chosen scents was established by employees and random consumer participants, similarly conducted in Mattila and Wirtz (2001) and Spangenberg et al. (2006). 4.3.3. Findings 4.3.3.1. Manipulation check. A significant difference was found for

4.3.1.1. Pretest results. Both cartridges were perceived to be pleasant by

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setting significantly positively influenced purchase ratings for the condition of speculated employed and actual smelled and employed scents. The model was able to correctly classify consumers who made a purchase behavior (45.5%) or a non-purchase (89.7%), with an overall correct percentage of 73.8%. Time spent in the speculated scented condition, (df =1, X2 =25.710 p=0.000) significantly influenced (Exp(B) =1.016, wald =17.051 p=0.000) purchase behavior positively. The same applies to the of smelled scented condition (df =1, X2 =15.969 p=0.000), which significantly influenced consumer purchase positively (Exp(B) =1.011, wald =13.786 p=0.000). The model was able to correctly classify consumers who made a purchase (35.9%) or a non-purchase (90.4%), with an overall correct percentage of 73%. These results can be interpreted as meaning that for each second, the odds of making a purchase is 1.016 times more likely than not purchasing.

Table 5 Olfactory cues and control group. Experimental group Olfaction

Speculated

Smelled

Control

F

η2

Time spent

ns

102.66** (71,46)

77.78 (77.13)

5.12

0.03

Arousal

ns

ns

3.96 (1.45)

–

–

Valence

4.95* (1.32)

5.05** (1.07)

2.97 (1.56)

81.45

0.34

Emotions

Note. *= p < 0.05, **= p < 0.001 are significantly different at the p < 0.05 level, based on Games-Howell post hoc paired comparisons when compared to control. Standard deviations appear in parentheses below the mean values.

5. Discussion 5.1. The effects of multi-sensory congruent cues

scentspeculated, compared to the no scent condition, [(Mcontrol=0.31 vs. Mspeculated=0.61); t (158)=3.13, p=0.002. Scentsmelled] and for the scentsmelled condition, [(Msmelled=0.82, SD=0.70), t (146)=4.54, p=0.000]. The manipulation checks were successful with regard to the results.

The findings of the study demonstrate a positive effect of multisensory congruent cues on shopper emotions and purchase behavior in a retail setting. It is evident that shoppers perceive non-visual cues, such as auditory and olfactory ones, to be more effective in a dominant visual atmosphere compared to only adding new visual cues. This is demonstrated through the impact of non-visual cues on valence, time spent and purchasing at the point-of-purchase (Experiments 2 and 3). However, in a visually dominant store atmosphere, where additional visual cues for aesthetics and lighting were tested, no positive effect on shoppers’ emotions and purchase behavior was observed (Experiment 1). Even though configured to be congruent with the visual experience of the store atmosphere, as hypothesized, no impact on arousal, valence, time spent and purchasing was found. For retailers, this means that a visually dominant store atmosphere should be designed more in the direction of a multi-sensory atmosphere in offering shoppers more appealing multi-sensory experiences of the environment (Mattila and Wirtz, 2001; Hultén, 2011; Spangenberg et al., 2005; Spence et al., 2014). As such, our findings, which extend beyond retail atmospherics, should be of considerable academic and practical importance. If a retailer's objective is to offer sensory experiences to shoppers and to increase sale, then multi-sensory congruent cues are worth considering. Moreover, it is clear that in designing a multi-sensory store atmosphere non-visual cues should be added to existing visual stimuli. In this regard, the study shows the effects of multi-sensory congruent cues on shopper emotions and purchase behavior, and has important implications for long-term customer profitability, as well as for store image.

4.3.3.2. Olfactory sensory cues on emotions. The impact of olfactory sensory cues on arousal and valance () is bilateral; in the measurement of arousal (H1), there was no significant difference between groups. However, in valence condition (H2), [F(2, 314) =81.45, p=0.000, η2=0.34] the results show a clearly significant difference between groups. Thus, cues influence valence in the condition of speculated scent, with a very large effect when compared to control (MDspeculated vs control =1.98**, SE =0.197, p=0.000, δ=1.34) and smelled scent (MDsmelled vs control =2.08**, SE =0.186, p=0.000, δ=1.55), both are significantly higher than without scent. Thus, only H2 was supported and not H1 (Table 5). 4.3.3.3. Olfactory sensory cues on time spent. In order to investigate H3 in the condition of scent, ANOVA was employed to compare congruent scent impact on time spent in POP, subsequently separating it into two treatment groups of speculated congruent scent and smelled congruent scent. There were significant difference between groups regarding time spent at the POP at the p < 0.05 level [F(2, 388) =5.12, p=0.006, η2=0.03]. With regard to the unequal sample sizes, the Games-Howell Post Hoc test was employed, and indicated that the mean time (seconds) for the speculated congruent scent (Mspeculated =75.39, SD =75.22) was not significantly different than in the control treatment group with no scent (Mcontrol =77.78, SD =77.13), so that H3 is rejected for the condition of suggested scent. However, the smelled congruent scent condition (Msmelled =102.66, SD =71.46), which was both speculated to be congruent and later smelled in pretests, differed significantly from the control group and suggested scent, thus confirming H3 for the condition of smelled scent. These results suggest that determining congruency by smelling scents prior to employing them can actually increase consumers’ time spent, up to MDspeculated vs. smelled =27 s, p=0.011, δ=0.37 more, compared to only employing what consumers claim and suggest fit well in an environment. Using the senses when determining congruency is crucial is shown in this experiment. When comparing smelled congruent scents to the control condition, it is likewise shown to have a superior impact on consumers’ time spent in the retail setting (MDcontrol vs smelled =−24,88, p=0.018, δ=0.33).

5.2. The impact on emotions and purchase behavior The research does not demonstrate a positive effect of multi-sensory cues on emotions relating to arousal but a positive effect on valence and can be explained by the amount and level of similar stimuli (Raju, 1980). It is also evident that no effect on arousal is identified, probably related to the product category of LED lamps that provides only functional and no emotional connections to the shoppers. But unexpectedly, for the tested visual sensory cues, namely aesthetics and lighting, no positive effect emerged at all on emotions as mentioned before (Experiment 1). On the other hand, shoppers perceive the nonvisual cues positively through valence, as hypothesized, impacting more time spent and purchasing. Furthermore, the findings demonstrate a positive effect of auditory and olfactory congruent sensory cues on time spent, which subsequently impact on the likelihood of making a purchase. This suggests

4.3.3.4. Time spent on purchase. Two binary logistic regressions were conducted to investigate H4, on whether if time spent in the treatment

8



the actual product category refers in communicating the right message. Is a multi-sensory atmosphere really better than only a visually dominant one in delivering the message? Our study reveals that a multi-sensory atmosphere should indeed contribute more effectively to creating positive shopper perceptions and behavior, including behavioral, intellectual and sensory dimensions at point-of-purchase in a retail setting (Brakus et al., 2009; Spence et al., 2014). The approach should lead to a more holistic shopping experience regarding the product category, in this case LED lamps. For this reason, retail managers should focus on designing store atmosphere through multi-sensory congruent cues as to ensure a stronger appeal to the five human senses in creating a positive multi-sensory shopping experience.

that shoppers are willing to spend more time at POP in a retail setting leading to a purchase, as hypothesized, when there are also non-visual cues compared to only visual cues. 5.3. Theoretical and managerial implications This experimental research provides empirical support for prior research proposing that multi-sensory congruent cues have positive effects on shopper emotions and purchase behavior in a retail setting (Mehrabian and Russell, 1974; Turley and Milliman, 2000). While retail atmospherics have focused mostly on the effects of atmospheric cues in isolation, often congruent with the store atmosphere, this research has examined how multi-sensory congruent cues impact on shopper emotions and purchase behavior. The study contributes to the literature by assessing the importance of multi-sensory congruent cues, especially non-visual ones in terms of audition and olfaction, in presenting evidence about its role in how shoppers perceive the design of the store environment and its impact on emotions and purchase behavior (Hultén, 2012; Spence et al., 2014). In addition, the findings suggest that non-visual cues play an important role in considering what kind of multi-sensory congruent cues should be considered in a visually dominant store atmosphere. Our findings have demonstrated that by adding non-visual congruent cues in a retail setting, consumers stay up to 51% longer, and with the inclusion of the odds ratio, although small, this subsequently facilitates purchase behavior. For retailers, this research provides evidence that is useful in designing retail store atmosphere and supports the notion that it is very important or even necessary to consider the most relevant nonvisual sensory cues in a visually dominant store atmosphere. Retail managers should include multi-sensory congruent cues, when considering what kind of sensory cues are lacking the retail setting. This process can be depicted as a jigsaw puzzle in which congruency is depicted as the shape of each piece and how these fit together in the store atmosphere. As the retail setting becomes more appealing and the pieces join up, the picture will eventually fall into place, as shown with auditory and olfactory sensory cues in this present study, which demonstrates how to increase shoppers’ time spent and how to enhance purchase behavior. Moreover, the study offers managers several multi-sensory cues to consider, when designing store atmosphere, both in terms of the nature of congruency, and how to establish it. As indicated, it is necessary to further examine in practice how shoppers perceive different sensory cues when determining how they should fit in and be congruent with the overall design of retail store atmosphere. Retail managers should not always trust their gut-feeling, when establishing multi-sensory congruent cues, and instead they should conduct in-store experiments so as to determine the best solution in relation to the product category, the services and the store image.

5.5. Limitations and future research avenues This experimental research examined the effects of multi-sensory congruent cues in designing retail store atmosphere for visual, auditory and olfactory cues and two variables for each of the senses. These variables were suggested by the focus groups and regarded as appropriate for the product category of LED lamps in the actual retail setting. This does mean, however, that other multi-sensory congruent cues relating to the senses of touch and taste were excluded from the study. Accordingly, future research could apply and extend this study in examining additional multi-sensory cues in designing store atmosphere such as tactile and gustatory/aesthetic congruent cues and their effects on shoppers’ emotions and purchase behavior. These cues and variables can also be assumed to impact on holistic shopper experience of the retail atmosphere. As these cues and variables have not been investigated in this study, further research on measuring their impact on shopper emotions and purchase behavior is suggested. It would also be interesting to investigate how shoppers perceive the levels of intensity and degree of sensory overload in a multi-sensory store atmosphere. Furthermore, this study has examined multi-sensory congruent cues in designing store atmosphere, and no interaction effects were investigated. A potential direction for future studies would thus be to extend this research by utilizing the same cues and developing additional treatment groups by combining various multi-sensory congruent cues. The results from such studies could further guide research in understanding how multi-sensory congruent cues interact. More specifically, it would enable the examination of interaction effects by means of various combinations of congruent visual, auditory and olfactory cues on emotions and purchase behavior. As revealed in this study, it is important to establish congruency by conducting pretests between sensory cues, setting and store image and more research is proposed to consider this issue more carefully and comprehensively. The present study was conducted in a visually dominant retail setting, so that the application of the findings to other retail settings would be of great interest for both researchers and practitioners. More specifically, it would be worth investigating other multi-sensory congruent cues in retail settings that have already applied for instance, visual and olfactory atmospheric cues, as fashion or perfume stores. In addition, attention should be devoted to multi-sensory congruent cues and their effects on shopper emotions and purchase behavior in different industries and across different cultures. Finally, there still seem to be some difficulties in methodically determining what is congruent and what is lacking in the context of multi-sensory cues in store atmosphere. This issue is closely related to designing the optimal mix of multi-sensory congruent cues, its congruency and its intensity in a retail setting. Consequently, future research could usefully examine how to achieve an optimal multisensory mix of congruent sensory cues, in designing retail store atmosphere and how to develop new methods for resolving this issue.

5.4. Implications for retail store design As shoppers’ emotions, through valence, and purchase behavior, through time spent and purchasing, are affected by multi-sensory congruent cues in the store atmosphere, the challenge of retail design is of fundamental importance. For retail managers therefore, decisions about how to design a store atmosphere should involve multiple congruent sensory cues, but the question is, as stated in the introduction, which are the most relevant ones? Based on the findings from this study retail managers, should focus upon what kind of visual or non-visual sensory congruent cues could be added into the store atmosphere as to enhance a positive shopping experience. In this situation, special attention should be placed on customer values, be they functional, emotional or symbolic, to which

9



Appendix 1 Observations.

Survey. Arousal:

• • •

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How exciting did you find the section (Point to the area), on a scale from 1 to 7, where 1 is sleepy, very calm, 4 is neutral and 7 is exciting and energetic? Valence: What pleasure did you feel in the section (Point to the area), where 1 is strong displeasure, uncomfortable, 4 is neutral and 7 is very pleasant? Manipulation check: Did you notice, feel, sense (the curtains, light, color, illumination, music, background sounds, scents) in the section over there.

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