Breadcrumb

 
 

The sweet sound and smell of success : consumer perceptions as mediators of the interactive effects of music and scent on purchasing behavior in a shopping mall

Title:

The sweet sound and smell of success : consumer perceptions as mediators of the interactive effects of music and scent on purchasing behavior in a shopping mall

Morier, Mélanie (2005) The sweet sound and smell of success : consumer perceptions as mediators of the interactive effects of music and scent on purchasing behavior in a shopping mall. Masters thesis, Concordia University.

[img]
Preview
PDF - Accepted Version
6Mb

Abstract

A growing number of malls draw on atmospheric cues such as ambient music and scents to enhance shopper experiences. However, the effects of these variables have yet to be clearly defined in the literature and are often used intuitively by retailers. Thus, exploratory research is still needed to increase the knowledge base of both academics and marketing practitioners if ambient stimuli are to be employed efficiently in retail settings. This study tested the interactive effects of music tempo and citrus scent on merchandise quality and global perceptions of the environment, as well as on the amount of money spent by consumers surveyed in a Canadian neighborhood mall. The mediating role of evaluations on shoppers' purchasing behavior and the moderating role of gender were also investigated in the proposed model. Analyses revealed that if the interaction of the selected environmental factors negatively impacted sales, citrus scent also had an independent, adverse affect on the latter; yet, tests failed to establish similar direct links to shopper perceptions. Furthermore, evidence was obtained of the mediating influence of merchandise quality and overall assessments of the setting on expenditures. Finally, gender was found to quasi-moderate the relationship between the atmospheric variables and consumer evaluations, women exhibiting higher responses to the stimuli than their male counterparts. In general, men responded more favorably to single cue conditions, whereas women's reactions were enhanced in the combined presence or absence of ambient cues. Findings are discussed and provide insight into the theoretical and managerial implications of the study

Divisions:Concordia University > John Molson School of Business
Item Type:Thesis (Masters)
Authors:Morier, Mélanie
Pagination:xii, 194 leaves : ill. ; 29 cm.
Institution:Concordia University
Degree Name:M. Sc. Admin.
Program:John Molson School of Business
Date:2005
Thesis Supervisor(s):Laroche, Michel
ID Code:8624
Deposited By:Concordia University Libraries
Deposited On:18 Aug 2011 14:30
Last Modified:18 Aug 2011 15:20
Related URLs:
All items in Spectrum are protected by copyright, with all rights reserved. The use of items is governed by Spectrum's terms of access.

Repository Staff Only: item control page

Document Downloads

More statistics for this item...

Concordia University - Footer