Browsing behaviour as a mediator: the impact of multi-sensory cues on purchasing

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.

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