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The smell and sound of sales : The effects of scent and music on the shopping experience of showroom visitors under various levels of arousal

Dreijerink, L.H. (2019) The smell and sound of sales : The effects of scent and music on the shopping experience of showroom visitors under various levels of arousal.

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Abstract:This study executed the combinations between music and scent (in)congruence in a 2 (low arousal music vs. high arousal music) x 3 (no scent vs. low arousal scent vs. high arousal scent) experimental design. With this experimental design it was examined which combination of music and scent (congruent or incongruent) affected the consumer responses the most positively. These consumer responses consisted of the variables: emotional state, evaluation of the store environment and products, amount of time spent in the store and intention to revisit. ‘Processing fluency’ was considered as a mediator in this experimental research. The experiment took place in two large showrooms with garden furniture in Almelo and Amersfoort. In the end, 179 participants completed the survey about their virtual shopping experience. Incongruence in comparison to congruence between scent and music affects the consumer responses for the visitors of the showrooms more positively. So, a combination between low arousal scent and high arousal music will lead to the most pleasant shopping experience. Whereas a congruence between low arousal scent and low arousal music leads to the least pleasant experience. These findings are of theoretical relevance but also provide retailers from practical advice for their showrooms.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/78081
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