Impact of Ambient Aroma on Consumer Impulse Buying Behaviour with Moderating Effect of Gender
DOI:
https://doi.org/10.48112/tibss.v2i1.702Abstract
Abstract Views: 1044
Retailers are nowadays searching for methods to differentiate their offerings by providing a pleasant and stimulating ambience for shopping. Therefore, the existing study aims to inspect in what way the ambient scent influences the shopper's mood, cognition, and spending with gender as a moderator and arousal as a mediator in retail stores. The hypothesized associations are inspected through covariance analysis using both online and offline store-intercept data congregated from consumers. Based on the analysis, results indicate that ambient scent influences product quality, store environment, and customer arousal, but has no impact on pleasure. On the other side, the store environment influences product quality, customer emotional arousal, and pleasure. In addition, product quality does not influence customer emotional arousal and pleasure. Furthermore, customer emotional arousal influences emotional pleasure. Likewise, customer emotional pleasure influences customer approach behaviour and customer impulse buying behaviour. Moreover, arousal mediates the ambient scent-customer pleasure relationship. Gender moderates the link between ambient scent and store environment and product quality only for males is stronger as compared to females. Similarly, gender moderates from emotional pleasure to impulse buying and approach behaviour only for the male model. Henceforth, implications for the management of shopping malls/superstores and future endeavours for research about music as a component of the mall/store environment are deliberated based on the study results.
Keywords:
Aroma, Emotions, Music, Satisfaction, Shopper behavior, Shopping experienceReferences
Alexander, B., & Cano, M. B. (2020). Store of the future: Towards a (re) invention and (re) imagination of physical store space in an omnichannel context. Journal of Retailing and Consumer Services, 55, 101913. https://doi.org/10.1016/j.jretconser.2019.101913
Ardelet, C., De Peyrelongue, B., & Mérigot, P. (2022). Within sniffing distance: impact of ambient scent and physical distancing on consumer comfort with frontline employees. Journal of Personal Selling & Sales ManageMent, 42(3), 265-278. https://doi.org/10.1080/08853134.2022.2049602
Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238. https://psycnet.apa.org/doi/10.1037/0033-2909.107.2.238
Chebat, J. C., & Dube, L. (2000). Evolution and Challenges Facing Retail Atmospherics:: The Apprentice Sorcerer Is Dying. Journal of Business Research, 49(2), 89-90.
Chen, C. Y., & Pham, M. T. (2019). Affect regulation and consumer behavior. Consumer Psychology Review, 2(1), 114-144. https://doi.org/10.1002/arcp.1050
Cohen, J. B., Pham, M. T., & Andrade, E. B. (2018). The nature and role of affect in consumer behavior Handbook of consumer psychology (pp. 306-357): Routledge.
Dawson, S., Bloch, P. H., & Ridgway, N. M. (2002). Shopping motives, emotional states, and retail outcomes. The Environments of Retailing. London: Routledge, 21(4), 65-81.
De Luca, R., & Botelho, D. (2021). The unconscious perception of smells as a driver of consumer responses: A framework integrating the emotion-cognition approach to scent marketing. AMS Review, 11(1), 145-161. https://doi.org/10.1007/s13162-019-00154-8
Dittmar, H., Long, K., & Meek, R. (2004). Buying on the Internet: Gender differences in on-line and conventional buying motivations. Sex Roles, 50(5), 423-444. https://doi.org/10.1023/B:SERS.0000018896.35251.c7
Elmashhara, M. G., & Soares, A. M. (2019). The impact of entertainment and social interaction with salespeople on mall shopper satisfaction: The mediating role of emotional states. International Journal of Retail & Distribution Management. http://dx.doi.org/10.1108/IJRDM-06-2018-0112
Evanschitzky, H., Iyer, G. R., Pillai, K. G., Kenning, P., & Schütte, R. (2015). Consumer trial, continuous use, and economic benefits of a retail service innovation: The case of the personal shopping assistant. Journal of Product Innovation Management, 32(3), 459-475. https://doi.org/10.1111/jpim.12241
Fisher, J. D. (1974). Situation-specific variables as determinants of perceived environmental aesthetic quality and perceived crowdedness. Journal of Research in Personality, 8(2), 177-188. https://doi.org/10.1016/0092-6566(74)90019-1
Gefen, D., & Straub, D. (2005). A practical guide to factorial validity using PLS-Graph: Tutorial and annotated example. Communications of the Association for Information systems, 16(1), 5. https://doi.org/10.17705/1CAIS.01605
Guedes, D., Prada, M., Garrido, M. V., & Lamy, E. (2023). The taste & affect music database: Subjective rating norms for a new set of musical stimuli. Behavior Research Methods, 55(3), 1121-1140. https://doi.org/10.3758/s13428-022-01862-z
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Canonical correlation: A supplement to multivariate data analysis. Multivariate Data Analysis: A Global Perspective, 7th ed.; Pearson Prentice Hall Publishing: Upper Saddle River, NJ, USA.
Hirsch, A. R. (1995). Effects of ambient odors on slot‐machine usage in a Las Vegas casino. Psychology & Marketing, 12(7), 585-594. https://doi.org/10.1002/mar.4220120703
Joreskog, K. G., & Sorbom, D. (1981). LISREL: Analysis of Linear Structural Relationships by the Method of Maximum Likelihood, Version VI, Chicago: National Educational Resources: Inc.
Joreskog, K. G., & Sorbom, D. (1984). LISREL VI: Analysis of linear structural relationships by the method of maximum likelihood. Chicago: National Educational Resources.
Kaltcheva, V. D., & Weitz, B. A. (2006). When should a retailer create an exciting store environment? Journal of Marketing, 70(1), 107-118. https://doi.org/10.1509/jmkg.70.1.107.qxd
Kellaris, J. J., & Altsech, M. B. (1992). The experience of time as a function of musical loudness and gender of listener. Advances in Consumer Research, 19(1).
Kellaris, J. J., Mantel, S. P., & Altsech, M. B. (1996). Decibels, Disposition, and Duration: The Impact of Musical Loudness and Internal States on Time Perceptions. Advances in consumer research, 23(1).
Kempf, D. S., Laczniak, R. N., & Smith, R. E. (2006). The effects of gender on processing advertising and product trial information. Marketing Letters, 17(1), 5-16. https://doi.org/10.1007/s11002-006-3545-8
Klein, K., Melnyk, V., & Voelckner, F. (2021). Effects of background music on evaluations of visual images. Psychology & Marketing, 38(12), 2240-2246. https://doi.org/10.1002/mar.21588
Koo, W., & Kim, Y.-K. (2013). Impacts of store environmental cues on store love and loyalty: single-brand apparel retailers. Journal of International Consumer Marketing, 25(2), 94-106. https://doi.org/10.1080/08961530.2013.759044
Lunardo, R., & Roux, D. (2015). In-store arousal and consumers’ inferences of manipulative intent in the store environment. European Journal of Marketing, 49(5/6), 646-667. https://doi.org/10.1108/EJM-10-2013-0560
Marsh, H. W., & Hocevar, D. (1985). Application of confirmatory factor analysis to the study of self-concept: First-and higher order factor models and their invariance across groups. Psychological Bulletin, 97(3), 562. https://psycnet.apa.org/doi/10.1037/0033-2909.97.3.562
Mattila, A. S., & Wirtz, J. (2001). Congruency of scent and music as a driver of in-store evaluations and behavior. Journal of Retailing, 77(2), 273-289. https://doi.org/10.1016/S0022-4359(01)00042-2
Mehrabian, A., & Russell, J. A. (1974). A verbal measure of information rate for studies in environmental psychology. Environment and Behavior, 6(2), 233.
Milliman, R. E. (1986). The influence of background music on the behavior of restaurant patrons. Journal of Consumer Research, 13(2), 286-289. https://doi.org/10.1086/209068
Morrin, M., & Chebat, J.-C. (2005). Person-place congruency: The interactive effects of shopper style and atmospherics on consumer expenditures. Journal of Service Research, 8(2), 181-191. https://doi.org/10.1177/1094670505279420
Papyrina, V. (2015). Men and women watching and reading: Gender and information processing opportunity effects in advertising. Journal of Marketing Communications, 21(2), 125-143. https://doi.org/10.1080/13527266.2012.731423
Papyrina, V. (2019). The trade-off between quantity and quality of information in gender responses to advertising. Journal of Promotion Management, 25(1), 1-19. https://doi.org/10.1080/10496491.2018.1427652
Qamar Zia, M., Naveed, M., Iqbal, A., & Ghauri, S. (2022). Predictors and outcomes of self-directed development: an investigation of individual and contextual factors. International Journal of Training Research, 20(3), 195-214. https://doi.org/10.1080/14480220.2021.1991834
Ren, J., & Nickerson, J. V. (2019). Arousal, valence, and volume: how the influence of online review characteristics differs with respect to utilitarian and hedonic products. European Journal of Information Systems, 28(3), 272-290. https://doi.org/10.1080/0960085X.2018.1524419
Riedl, R., Hubert, M., & Kenning, P. (2010). Are there neural gender differences in online trust? An fMRI study on the perceived trustworthiness of eBay offers. MIS Quarterly, 397-428. https://doi.org/10.2307/20721434
Robert, D., & John, R. (1982). Store atmosphere: an environmental psychology approach. Journal of Retailing, 58(1), 34-57.
Sherman, E., Mathur, A., & Smith, R. B. (1997). Store environment and consumer purchase behavior: mediating role of consumer emotions. Psychology & Marketing, 14(4), 361-378. https://doi.org/10.1002/(SICI)1520-6793(199707)14:4%3C361::AID-MAR4%3E3.0.CO;2-7
Smith, P. C., & Curnow, R. (1966). "Arousal hypothesis" and the effects of music on purchasing behavior. Journal of Applied Psychology, 50(3), 255. https://psycnet.apa.org/doi/10.1037/h0023326
Spangenberg, E. R., Crowley, A. E., & Henderson, P. W. (1996). Improving the store environment: do olfactory cues affect evaluations and behaviors? Journal of marketing, 60(2), 67-80. https://doi.org/10.1177/002224299606000205
Spangenberg, E. R., Sprott, D. E., Grohmann, B., & Tracy, D. L. (2006). Gender-congruent ambient scent influences on approach and avoidance behaviors in a retail store. Journal of Business Research, 59(12), 1281-1287. https://doi.org/10.1016/j.jbusres.2006.08.006
Turley, L. W., & Chebat, J.-C. (2002). Linking retail strategy, atmospheric design and shopping behaviour. Journal of Marketing Management, 18(1-2), 125-144. https://doi.org/10.1362/0267257022775891
Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: a review of the experimental evidence. Journal of business research, 49(2), 193-211. https://doi.org/10.1016/S0148-2963(99)00010-7
Yalch, R., & Spangenberg, E. (1990). Effects of store music on shopping behavior. Journal of Consumer Marketing, 7(2), 55-63. https://doi.org/10.1108/EUM0000000002577
Zidansek, M. (2013). What scent can do for a brand: Exploration of brand-scent boundary conditions (Doctoral dissertation, Washington State University).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 International Journal of Trends and Innovations in Business & Social Sciences
This work is licensed under a Creative Commons Attribution 4.0 International License.
