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Future Research Directions in Sensory Marketing
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Author(s): Maher Georges Elmashhara (School of Economics and Management, University of Minho, Portugal)and Nada Elbishbishy (College of Management and Technology, Arab Academy for Science, Technology and Maritime Transport, Egypt)
Copyright: 2020
Pages: 23
Source title:
Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior
Source Author(s)/Editor(s): Ana Maria Soares (School of Economics and Management, University of Minho, Portugal)and Maher Georges Elmashhara (School of Economics and Management, University of Minho, Portugal)
DOI: 10.4018/978-1-7998-2220-2.ch006
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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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