Store atmospherics

a multisensory perspective

Charles Spence, Nancy M. Puccinelli, Dhruv Grewal, Anne L. Roggeveen

Research output: Contribution to journalArticle

116 Citations (Scopus)

Abstract

Store atmospherics affect consumer behavior. This message has created a revolution in sensory marketing techniques, such that across virtually every product category, retailers and manufacturers seek to influence the consumer's "sensory experience." The key question is how should a company design its multisensory atmospherics in store to ensure that the return on its investment is worthwhile? This paper reviews the scientific evidence related to visual, auditory, tactile, olfactory, and gustatory aspects of the store environment and their influence on the consumer's shopping behavior. The findings emphasize the need for further research to address how the multisensory retail environment shapes customer experience and shopping behavior.

Original languageEnglish
Pages (from-to)472-488
Number of pages17
JournalPsychology and Marketing
Volume31
Issue number7
Early online date9 Jun 2014
DOIs
Publication statusPublished - Jul 2014

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Touch
Marketing
Research
Consumer Behavior
Shopping behavior
Store environment
Retailers
Retail
Product category
Customer experience
Return on investment
Consumer behaviour

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Cite this

Store atmospherics : a multisensory perspective. / Spence, Charles; Puccinelli, Nancy M.; Grewal, Dhruv; Roggeveen, Anne L.

In: Psychology and Marketing, Vol. 31, No. 7, 07.2014, p. 472-488.

Research output: Contribution to journalArticle

Spence, Charles ; Puccinelli, Nancy M. ; Grewal, Dhruv ; Roggeveen, Anne L. / Store atmospherics : a multisensory perspective. In: Psychology and Marketing. 2014 ; Vol. 31, No. 7. pp. 472-488.
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