Store Atmospherics: A Multisensory Perspective
Article first published online: 9 JUN 2014
© 2014 Wiley Periodicals, Inc.
Psychology & Marketing
Special Issue: Retail Atmospherics and In-Store Nonverbal Cues
Volume 31, Issue 7, pages 472–488, July 2014
How to Cite
Spence, C., Puccinelli, N. M., Grewal, D. and Roggeveen, A. L. (2014), Store Atmospherics: A Multisensory Perspective. Psychol. Mark., 31: 472–488. doi: 10.1002/mar.20709
- Issue published online: 9 JUN 2014
- Article first published online: 9 JUN 2014
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.