In-store music and aroma influences on shopper behavior and satisfaction
Abstract
Retail markets are increasingly competitive and retailers continuously look to differentiate their retail offering. One way to differentiate is by providing a pleasant and exciting shopping ambience. This paper experimentally tests the effects of music (volume high or low) and aroma (vanilla scent present/absent) on young fashion shoppers in a real retail setting. Results show that volume of music and the presence of a vanilla aroma both have a...
Paper Details
Title
In-store music and aroma influences on shopper behavior and satisfaction
Published Date
Jun 1, 2011
Journal
Volume
64
Issue
6
Pages
558 - 564
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Notes
History