Sensory Aspects of Retailing: Theoretical and Practical Implications |
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Institution: | 1. Ross School of Business, University of Michigan, Ann Arbor, USA;2. Department of Psychology, University of Southern California, Los Angeles, USA;3. Marshall School of Business, University of Southern California, Los Angeles, USA |
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Abstract: | Sensory elements are an important aspect of both offline and online retail stores and can non-consciously influence consumer judgments and purchase behavior. In offline settings, ambient factors like scent, lighting, and music have been shown to influence customers’ shopping experiences and their buying behaviors. For online retail outlets, sensory factors related to color, display patterns, and layouts can have significant effects on consumer behavior. Sensory elements have strong managerial relevance since they can non-consciously influence behaviors and because they are relatively easy to change; for example, it requires minimal effort to change the lighting or the music at a physical retail store or the display pattern for an online store. The eight papers in this special issue address theoretical and practical issues related to how different sensory elements can strongly influence retail practices. These papers focus on underexplored topic areas and also on emerging technologies, which stimulate thoughts for further research in these areas. |
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Keywords: | Sensory marketing Sensory aspects of retailing Augmented reality and virtual reality Cross-modal sensory effects |
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