Professional Documents
Culture Documents
Perspective
Charles Spence
Oxford University
Nancy M. Puccinelli
University of Oxford and Oxford Institute of Retail Management (OXIRM)
Dhruv Grewal and Anne L. Roggeveen
Babson College
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. © 2014 Wiley Periodicals, Inc.
As competition in retail has intensified, managers have higher tempo is played (Garlin & Owen, 2006). Tak-
had to move beyond a product focus to a focus on the ing a more managerial approach to retail atmospher-
customer experience (Puccinelli et al., 2009). With the ics, Baker, Grewal and Levy (1992) emphasize three
proliferation of product offerings as well as retail out- key dimensions of retail atmosphere: the ambience of
lets, there has been a revolution in retail with a view to the store, the design elements, and the social elements.
looking beyond the augmented product (Kotler, 1974). As the focus on customer experience has advanced,
That is, in addition to looking for ways to add value a greater realization of the richness and complexity of
by adding product features (e.g., a customer service this experience has become apparent. In particular, the
number on the packaging), retailers and manufacturers emergence of the sensory marketing approach to en-
alike are increasingly crafting value-added retail expe- hancing the customer experience has occurred (Ganda,
riences. The retail sector is one that has historically 2012; Hultén, 2011; Hultén, Broweus, & van Dijk, 2009;
been dominated by manufacturers such as Procter & Krishna, 2010, 2012, 2013; Lindstrom, 2005a, 2005b;
Gamble. It has come into its own by identifying ways to Soars, 2009; Spence, 2002). Products and settings are
cultivate a distinctive customer experience. In recent increasingly being designed to appeal to consumers on
years, many firms have achieved substantial compet- both rational and emotional levels, as well as across
itive advantage (e.g., Starbucks) via the creation of a multiple senses (Neff, 2000; Spinney, 2013). This ap-
more sensory, and increasingly multisensory, customer proach has been further enriched by recent findings
experience (Pine & Gilmore, 1999). emerging from the field of cognitive neuroscience (Yoon
Extending Kotler’s (1974) early work, Donovan and et al., 2012). The general approach of developing more
Rossiter (1982) applied the pleasure, arousal, and dom- sensory touch points with the customer is an excel-
inance model of Mehrabian and Russell (1974) to retail lent idea in principle, especially as a means to creating
settings, in the belief that analyzing retail space accord- differentiation in the marketplace. However, store at-
ing to these dimensions could effectively predict cus- mospherics cannot really be understood on a sense-by-
tomer behavior (see Crowley, 1993). Perhaps unsurpris- sense basis; environments, and our perception of them
ingly, customers have been shown to spend more time are, by nature, multisensory.
in those environments that they find pleasant (Dono- The opportunity offered by sensory marketing is
van, Rossiter, Marcoolyn, & Nesdale, 1994). What is further enhanced by any appreciation of how the senses
more, the background music in store may affect a shop- operate in concert. Sensory marketing research tends
per’s level of stimulation (Smith & Curnow, 1966; Yalch to focus separately on vision, audition, or olfaction,
& Spangenberg, 2000), especially when music with a for example. Furthermore, parallel work by Grewal
Psychology and Marketing, Vol. 31(7): 472–488 (July 2014)
View this article online at wileyonlinelibrary.com/journal/mar
© 2014 Wiley Periodicals, Inc. DOI: 10.1002/mar.20709
472
Figure 1. Framework for multisensory shopping behavior.
and his colleagues (Grewal & Baker, 1994; Baker, marketing, there are rarely simple main effects on cus-
Grewal, & Parasuraman, 1994) has provided evidence tomer perception. Instead, the complexity of sensations
of significant interactive effects of ambience and design is revealed and managers must consider how more op-
factors on consumers’ perceptions of retailer image timal stimulation can be achieved to realize a greater
and price acceptability. Perception is fundamentally return on investment (ROI). For example, lower light-
multisensory, and insights from cognitive neuroscience ing in the glassware section of IKEA led to increased
and marketing regarding how multisensory perception sales (Hultén, 2012). Ostensibly, the stimulating prop-
functions are ultimately going to be critical to under- erty of the reflective glass was balanced by the lower
standing, and explaining, the customer experience level of illumination.
(Krishna, 2012). Separately, many of the effects of sensory cues on
Customers perceive servicescapes holistically (Bit- customers appear to be mediated by cognition. These ef-
ner, 1990; Mattila & Wirtz, 2001), so multiple store fects appear to benefit from their associations between
environment cues likely influence their perceptions of specific products and particular atmospheric cues. So,
value and their subsequent behaviors (Baker, Parasur- for example, in one study, playing French music in a
aman, Grewal, & Voss, 2002). Retailers need to do the wine store led to French wine outselling German wine
same if they are to effectively manage their store envi- while German music led German wine to outsell French
ronments. Store atmospherics seek to make retail en- wine (North, Hargreaves, & McKendrick, 1997, 1999).
vironments more enjoyable for shoppers (Brand, 1963), Within the cognitive domain, there are also effects that
thus encouraging them to stay longer, and, ultimately, appear to result from nonconscious associations that di-
to spend more, and/or return more frequently. Sen- rectly affect behavior. So, for example, fast tempo music
sation transference (cf. Dubé & Morin, 2001) is also makes people eat and drink more rapidly (McElrea &
important here. Specifically, the feelings that the cus- Standing, 1992; see Spence, 2012b, for a review). Thus,
tomer develops within the atmosphere transfer to the the mechanism by which sensory cues influence behav-
products that they happen to evaluate in store (Vida, ior is multifaceted. This article reviews the existing
Obadia, & Kunz, 2007; cf. Gorn, 1982). multisensory approaches to store atmospherics, high-
This article develops an organizing framework for lighting relevant atmospheric and neuroscience princi-
research on sensory marketing considering how sen- ples. The challenges for this line of research and the
sory cues influence cognitive affect and behavior (see most important new research opportunities are then
Figure 1). It should be noted that while this research reviewed.
touches on some of the more general findings in sen-
sory marketing, its primary focus is on the evidence
directly related to retail practice. Within the affect do-
main, research is identified that shows general posi- VISUAL ATMOSPHERICS
tivity of sensory cues; customers feel better, are more
satisfied, and/or show more favorable behavior as a Kotler (1974) regarded visual atmospherics in terms
result of a given sensory cue. For example, it has of the color, brightness, size, and shape of a retail
been reported that Web sites featuring a blue back- space. Psychological research confirms that the color
ground lead customers to feel more relaxed and per- (or hue) and brightness of a space can affect the level of
ceive faster download speeds for the site (Gorn et al., stimulation of those in that space (Lehrl et al., 2007).
2004). This framework considers optimal stimulation The lighting and color scheme can also influence mood
that also shapes customer affect and includes findings and a person’s emotional state (Evans, 2002). Accord-
that identify how optimal levels of stimulation can be ingly, visual aspects of store design, including lighting
achieved through an appropriate balance (or matching) often attract the most attention and resources from
of sensory cues. Importantly, within the field of sensory retailers and brands. Within cognitive neuroscience,