Retail Environments: Music and Scent (08-24-10)

Previous research has indicated the value of music and scent in retail environments.  New research by Morrison and his colleagues enhances our understanding of their use in markets.  Music at high and low volumes and a vanilla scent were introduced into a real store selling fashion merchandise appealing to a young crowd.   Researchers determined that “The arousal induced by music and aroma results in increased pleasure levels, which in turn positively influences shopper behaviors, including time and money spent, approach behavior, and satisfaction with the shopping experience. Direct effects of arousal on behaviors as well as an interaction effect between music and aroma on pleasure and time spent in the store are also present.”

Michael Morrison, Sarah Gan, Chris Dubelaar, and Harmen Oppewal.  “In-Store Music and Aroma Influences on Shopper Behavior and Satisfaction.”  Journal of Business Research, in press.