Future research directions in sensory marketing

Maher Georges Elmashhara; Nada Elbishbishy

doi:10.4018/978-1-7998-2220-2.ch006

Future research directions in sensory marketing

Maher Georges Elmashhara
, Nada Elbishbishy

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

Although retail atmospherics has been an active field of study, further research is needed to address the role that sensory marketing plays in the retailing sector. This chapter presents a review of previous research and discusses the effect of visual, sound, and olfactory atmospherics on shopping outcomes. The interaction among these variables and their common impact on consumer behavior is also explored. The chapter expands and enriches the literature on retail atmospherics and discusses future research avenues. Further research will help retailers pay attention to the crucial role of sensory environment in shaping the customer experience and shopping behavior.

Original language	English
Title of host publication	Emotional, sensory, and social dimensions of consumer buying behavior
Editors	Ana Maria Soares, Maher Georges Elmashhara
Place of Publication	Pennsylvania
Publisher	IGI Global Publishing
Chapter	6
Pages	133-155
Number of pages	23
ISBN (Electronic)	9781799822226
ISBN (Print)	9781799822202
DOIs	https://doi.org/10.4018/978-1-7998-2220-2.ch006
Publication status	Published - 2020
Externally published	Yes

Keywords

Retail atmospherics
Sensory marketing
Lighting
Music
Color
Scent

Access to Document

10.4018/978-1-7998-2220-2.ch006

1 Edited book

Emotional, sensory, and social dimensions of consumer buying behavior
Soares, A. M. (Editor) & Elmashhara, M. G. (Editor), 2020, Pennsylvania: IGI Global Publishing. 424 p.
Research output: Book/Report › Edited book › peer-review

Cite this

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title = "Future research directions in sensory marketing",

abstract = "Although retail atmospherics has been an active field of study, further research is needed to address the role that sensory marketing plays in the retailing sector. This chapter presents a review of previous research and discusses the effect of visual, sound, and olfactory atmospherics on shopping outcomes. The interaction among these variables and their common impact on consumer behavior is also explored. The chapter expands and enriches the literature on retail atmospherics and discusses future research avenues. Further research will help retailers pay attention to the crucial role of sensory environment in shaping the customer experience and shopping behavior.",

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pages = "133--155",

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AU - Elmashhara, Maher Georges

AU - Elbishbishy, Nada

PY - 2020

Y1 - 2020

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AB - Although retail atmospherics has been an active field of study, further research is needed to address the role that sensory marketing plays in the retailing sector. This chapter presents a review of previous research and discusses the effect of visual, sound, and olfactory atmospherics on shopping outcomes. The interaction among these variables and their common impact on consumer behavior is also explored. The chapter expands and enriches the literature on retail atmospherics and discusses future research avenues. Further research will help retailers pay attention to the crucial role of sensory environment in shaping the customer experience and shopping behavior.

KW - Retail atmospherics

KW - Sensory marketing

KW - Lighting

KW - Music

KW - Color

KW - Scent

U2 - 10.4018/978-1-7998-2220-2.ch006

DO - 10.4018/978-1-7998-2220-2.ch006

M3 - Chapter

SN - 9781799822202

SP - 133

EP - 155

BT - Emotional, sensory, and social dimensions of consumer buying behavior

A2 - Soares, Ana Maria

A2 - Elmashhara, Maher Georges

PB - IGI Global Publishing

CY - Pennsylvania

ER -

Future research directions in sensory marketing

Abstract

Keywords

Access to Document

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Research output

Emotional, sensory, and social dimensions of consumer buying behavior

Cite this