Shedding light on the use of single and multisensory cues and their effect on consumer behaviours

Show simple item record Helmefalk, Miralem Berndt, Adele 2018-11-30T04:37:08Z 2018-11-30T04:37:08Z 2018
dc.description.abstract PURPOSE : Retail stores are required to provide a stimulating in-store experience for customers and do this by developing various strategies. One strategy implemented by retailers is the use of sensory cues to encourage consumers to engage with the environment and the products on display and available for purchase. Conducted in a lighting department, the purpose of this paper is to consider how retailers can employ a multisensory cue, which is formed by combining three single cues to positively impact consumer behaviours – specifically time spent, touching and purchase. DESIGN/METHODOLOGY/APPROACH : The study comprised an experimental design, which implemented single congruent visual, auditory and olfactory cues that formed a multisensory cue. Consumer behaviour outcomes of these cues were measured using objective measures. FINDINGS : The results show that a multisensory cue impacts time spent and purchasing, but no evidence of it affecting touching was noted. In the case of the single cues, auditory and scent cues impacted time spent, but their effect was not to the extent of the multisensory cue, which was superior. RESEARCH LIMITATIONS/IMPLICATIONS : The study focussed on one product category within a general furnishing store, thus limiting the extent to which the findings can be generalised. PRACTICAL IMPLICATIONS : The effect of a multisensory cue exceeded that of single cues, emphasising the need for retailers to consider and develop a multisensory retail environment. ORIGINALITY/VALUE : While research into the effect of single cues on consumer behaviours has shown positive effects, research into a multisensory cue, especially in a real-retail setting, is relatively scarce. en_ZA
dc.description.department Gordon Institute of Business Science (GIBS) en_ZA
dc.description.librarian hj2018 en_ZA
dc.description.uri en_ZA
dc.identifier.citation Miralem Helmefalk, Adele Berndt, (2018) "Shedding light on the use of single and multisensory cues and their effect on consumer behaviours", International Journal of Retail & Distribution Management, Vol. 46 Issue: 11/12, pp.1077-1091, en_ZA
dc.identifier.issn 0959-0552
dc.identifier.other 10.1108/IJRDM-03-2018-0057
dc.language.iso en en_ZA
dc.publisher Emerald en_ZA
dc.rights © Emerald Publishing Limited 2018 en_ZA
dc.subject Purchasing en_ZA
dc.subject Retailing en_ZA
dc.subject Sensory marketing en_ZA
dc.subject Consumer behaviours en_ZA
dc.subject Multisensory cues en_ZA
dc.subject Time spent en_ZA
dc.title Shedding light on the use of single and multisensory cues and their effect on consumer behaviours en_ZA
dc.type Postprint Article en_ZA

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