Search results

This paper aims to examine how multi-sensory cues, when store-congruent, influence consumer browsing behaviour and its subsequent effect on purchasing.

Two studies were used with a field experimental design in a furnishing retail store to examine browsing behaviour and purchasing in a visual, auditory, olfactory and a multi-sensory treatment group. Data were gathered over 12 weeks. This study was a set of studies comprising my dissertation thesis (Helmefalk, 2017).

Findings show that multi-sensory cues in a retail atmosphere are evidently influencing purchasing via browsing behaviour as a mediator.

The findings evidence browsing behaviour as a mediator and predictor for purchasing, which emphasizes its conceptual and empirical contribution in terms of modifying retail atmospheres. The work contributes to the field of retailing, sensory marketing and consumer behaviour, a novel view on the linkages between multi-sensory cues, browsing behaviour and purchasing.

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.

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.

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.

The study focussed on one product category within a general furnishing store, thus limiting the extent to which the findings can be generalised.

The effect of a multisensory cue exceeded that of single cues, emphasising the need for retailers to consider and develop a multisensory retail environment.

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.

The purpose of this paper is to conceptualise and provide a future research agenda for (in)congruence regarding cues between products, brands and atmospheres.

A semi-systematic literature review was conducted. The aim was to assess, critique and synthesise (in)congruence, which was found in the literature to be dispersed and interdisciplinary, and to propose a theoretical framework in the marketing domain.

Firstly, the review reveals that sensory and semantic cues are interrelated in products, brands and atmospheres. It illustrates that these cues are the foundation for (in)congruence. Secondly, the findings show various theoretical foundations for (in)congruence. These explain where and how congruence occurs. Lastly, a theoretical framework for (in)congruence and a future research agenda were developed to stimulate further research.

A theoretical framework was developed to enrich the theoretical knowledge and understanding of (in)congruence in the marketing domain.

The review reveals that products, brands and atmospheres have spillover effects. Managers are advised to understand the semantic meaning carried by cues to foster various outcomes, to estimate the trade-offs when modifying (in)congruent cues for products, brands and atmospheres.

The developed theoretical framework advances and deepens the knowledge of (in)congruence in the marketing domain by moving beyond the match and fit between two entities and by revealing the underlying mechanism and its outcomes.

The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts.

This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology.

The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers’ cognition, emotions and behaviors.

A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses.

This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers’ cognitive, emotional and behavioral responses.

This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.

The purpose of this paper is to analyse and discuss how sensory cues are preferred in relation to products, service and store image in a retail context and why retailers should consider the importance of congruence in a retail setting.

Four qualitative focus group discussions were conducted, following a semi-structured interview guide. A total of 24 participants discussed how and why a lighting department in an IKEA store in Sweden could be regarded as more appealing than the traditional layout.

The findings indicate that congruency works as a mediator between a retail setting, sensory cues, products, service and store image. Consumers prefer, compare and categorize sensory cues in relation to the specific product in the department, the service offered by the firm and the store image.

A model is developed that conceptualizes congruency as a mediator in a retail setting, which provides an opportunity to further explore external influences on congruency in retail settings, both conceptually and empirically.

Drawing on the contingency perspective of strategy, the purpose of this paper is to extend current understanding of fit between a differentiation strategy of the industrial firm’s foreign subsidiary and key contextual boundaries.

A conceptual framework is developed in which a differentiation strategy involves the complementary approaches of innovativeness and customer responsiveness. The key boundaries consist of local competitive dynamics and the value-adding mandate assigned to the subsidiary. Detailed features of four types of differentiation strategies are identified by analysing strategies applied by subsidiaries of industrial firms operating on the US market.

Four propositions are developed regarding alignment between strategy types and the boundaries. Relationships are proposed regarding a strategy type and a context specified by rivalry/relational competitive dynamics, and a broad/narrow value-adding mandate.

The conceptual framework and the propositions may be tested by analysing statistical data on industrial firms’ subsidiaries operating in several host countries.

To increase a foreign subsidiary’s contribution to the global competitiveness of an industrial firm, an awareness of the boundaries to the subsidiary’s strategy of differentiation that may hamper the subsidiary’s performance is essential.

The conceptual framework, and the propositions, contributes to literature on the industrial firm’s global strategy because it focuses on subsidiary strategy and extends present understanding of the mechanisms that drive the effectiveness of a foreign subsidiary’s differentiation strategy.