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

Michael Morrison, Sarah Gan, Chris Dubelaar, Harmen Oppewal

Research output: Contribution to journalArticleResearchpeer-review

110 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)558-564
Number of pages7
JournalJournal of Business Research
Volume64
Issue number6
DOIs
Publication statusPublished - Jun 2011

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Music
Emotion
Pleasure
Retailers
Retail
Arousal
Competitive advantage
Retail market
Shopping experience
Shopping
Interaction effects
Direct effect
Atmosphere

Cite this

Morrison, Michael ; Gan, Sarah ; Dubelaar, Chris ; Oppewal, Harmen. / In-store music and aroma influences on shopper behavior and satisfaction. In: Journal of Business Research. 2011 ; Vol. 64, No. 6. pp. 558-564.
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In-store music and aroma influences on shopper behavior and satisfaction. / Morrison, Michael; Gan, Sarah; Dubelaar, Chris; Oppewal, Harmen.

In: Journal of Business Research, Vol. 64, No. 6, 06.2011, p. 558-564.

Research output: Contribution to journalArticleResearchpeer-review

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