Building Shopping Arousal through Direct Marketing in Retail Environment

Rajagopal, Rajagopal

doi:10.1080/10496491003598548

Cited by 7 publications

(2 citation statements)

References 37 publications

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“…During an in-store shopping experience, arousal level can be increased by a variety of factors, such as music or scents (Groeppel-Klein, 2005; Vieira and Torres, 2014). An elevated level of arousal in consumers has been associated with a longer time spent in-store and the desire to buy (Rajagopal, 2010; Serfas et al , 2014).…”

Section: Review Of Relevant Literaturementioning

confidence: 99%

Is more really better for in-store experience? A psychophysiological experiment on sensory modalities

Duong

Regolini

Sung

et al. 2022

JCM

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Purpose The purpose of this study is to understand whether increasing the number of sensory modalities being stimulated impacts consumers’ in-store emotional responses (i.e. in-store enjoyment and arousal), store image perception and brand attitude. Design/methodology/approach The study used a between-subjects experimental design to examine 551 individuals’ perceptions and emotional responses in four sensory modalities stimulation conditions (i.e. visual, visual-smell, visual-taste and visual-smell-taste). The study used virtual reality visualisation technology and psychophysiological measurements (i.e. skin conductance and facial expression) to improve the ecological validity of the study design. Findings The current study supports the importance of multisensory in-store atmospheric design. When increasing the number of sensory modalities being stimulated, more positive emotional responses and perceptions were recorded. Additionally, increasing the number of sensory modalities also increased perceived intensity, and perceived intensity mediate the relationship between the stimulation of multisensory modalities and perception. Research limitations/implications The study is without its limitations. For instance, the scope of the study was limited by the exclusion of auditory and haptic stimulation, the lack of manipulation of sensory intensity and the absence of sensory congruency examination. Practical implications This study contributes to retail and marketing practices by providing evidence to assist the retail design of in-store sensory cues and customer experiences. Originality/value This research uses both self-reported measures and biometric measures to test the sole effect of sensory modalities being stimulated on consumer evaluation. To the best of the authors’ knowledge, this study is the first to examine store atmospheric designs with psychophysiological methodologies and an immersive, two-story-high, 180-degree-visual-field and dome-shaped display.

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Section: Review Of Relevant Literaturementioning

confidence: 99%

Is more really better for in-store experience? A psychophysiological experiment on sensory modalities

Duong

Regolini

Sung

et al. 2022

JCM

View full text Add to dashboard Cite

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“…O primeiro está relacionado com as estratégias de gestão da experiência de consumo por parte das organizações. Nota-se a preocupação com a inovação e co-criação de valor (Sogn-grundvåg et al, 2009;Pantano & Laria, 2012); a interação de empregados e consumidores (Patterson & Baron, 2010;Puccinelli et al, 2009;Rajagopal, 2010); a interação dos clientes com funcionários e elementos do ambiente (Jha & Singh, 2013;2014), bem como com elementos mais ligados ao servicescape (Manlow & Nobbs, 2013;Joy et al, 2014;Padmavathy, Balaji & Sivakumar, 2012). Reinares e Garcia (2012) discutiram a importância da gestão do espaço físico em estabelecimentos de serviços e como ele é percebido pelo consumidor.…”

Section: Principais Temas Publicados Nos úLtimos Anos E Sugestões De ...unclassified

Experiência do Consumidor no Varejo: Um Estudo Bibliométrico

Hopner¹,

Ganzer

Chais

et al. 2015

Rev. Bras. Mark.

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A preocupao dos varejistas com a experincia do consumidor no ambiente de loja evidencia o emprego de tcnicas sempre mais avanadas, visando criar experincias interessantes para os consumidores no ambiente de loja. Estes esforos, no entanto, podem, por vezes, no estar alinhados com as demandas dos consumidores, os quais revelam que suas experincias em loja, em grande medida, so influenciadas por valores tradicionais. O presente estudo tem como objetivo analisar como a experincia do consumidor no varejo tem sido discutida em publicaes nos principais peridicos da rea. Foi realizada a anlise bibliomtrica da produo cientfica sobre experincia do cliente e experincia do consumidor no varejo. A opo pela bibliometria decorre da crescente necessidade de avaliar os avanos e o desenvolvimento da cincia e da tecnologia, nas diversas reas do conhecimento. Observou-se relevante concentrao das publicaes nos anos mais recentes, em especial em 2013, o que demonstra a crescente preocupao dos estudiosos de marketing com o comportamento do consumidor no ambiente de varejo. A experincia do consumidor como uma rea de pesquisa vem ganhando espao nos peridicos e se mostrando como uma rea importante de estudo para o marketing de servios, em especial no varejo. Com o amadurecimento desse campo de estudo, surgem novas tendncias de pesquisa e ampliao do escopo de anlise do comportamento do consumidor. Conhecer as recentes descobertas empricas trazidas pelos estudos poder criar novo espao de discusso, embasado em elementos concretos, estudados, analisados e estruturados.

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