Browsing behaviour as a mediator: the impact of multi-sensory cues on purchasing
ISSN: 0736-3761
Article publication date: 13 February 2019
Issue publication date: 18 March 2019
Abstract
Purpose
This paper aims to examine how multi-sensory cues, when store-congruent, influence consumer browsing behaviour and its subsequent effect on purchasing.
Design/methodology/approach
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
Findings show that multi-sensory cues in a retail atmosphere are evidently influencing purchasing via browsing behaviour as a mediator.
Originality/value
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.
Keywords
Citation
Helmefalk, M. (2019), "Browsing behaviour as a mediator: the impact of multi-sensory cues on purchasing", Journal of Consumer Marketing, Vol. 36 No. 2, pp. 253-263. https://doi.org/10.1108/JCM-10-2017-2392
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited