Sensory cues are sensory stimuli that influence sensory systems such as auditory, visual, haptic, olfaction and gustation, created by environmental stimuli. Additionally, unintentional sensory cues can affect consumer appreciation, behaviours, and purchase preferences.
Published in Chapter:
Sensory Marketing: The Purpose of Sensory Stimuli in Consumer Behaviour in the Context of the Retail Environment
Carina Viegas (Faculty of Economics, University of Algarve, Portugal),
Dora Agapito (Faculty of Economics, Research Centre for Tourism, Sustainability and Well-being, University of Algarve, Portugal), and
Patrícia Pinto (Faculty of Economics, Research Centre for Tourism, Sustainability and Well-being, University of Algarve, Portugal)
Copyright: © 2023
|Pages: 29
DOI: 10.4018/978-1-6684-6607-0.ch008
Abstract
This research aims to map previous studies using a multisensory approach to identify the impact of sensory stimuli on consumer behaviour in retail and to investigate the congruence among senses. The methodological approach was a systematic literature review, which compiles and synthesizes journal articles addressing the research objective and uses descriptive analysis to provide a detailed description of retail types. The approach of sense congruence is scarce in this research. A multisensory approach to sensory marketing (three or more stimuli) is still an unexplored domain. The recent research topic reveals knowledge gaps, regarding the relationship between multisensory cues. Understanding the impact of the sensory environment on consumer behaviour in a retail context contributes to advancing the study of congruence around more multisensory stimuli. Additionally, the findings expose that the senses of touch and taste have received the least consideration and provide opportunities for future research. Implications for marketing management in the retail context are discussed.