Feels like home the effect of a sensory experiential set on purchase intention in a retail environment.

Abstract

This research is focused on the sensory dimension of experiential marketing. We argue that a brand that sells in a retail setting can improve its marketing key performance indicators by exposing its store visitors to various combinations of sensory cues that simulate a real-life consumption situation. We intended to prove that combinations of visual cues (store design) and auditory cues (sound condition) yield different levels of purchase intention. Through an online study, we discovered that sound-zoning is superior to other versions of sound conditions in driving purchase intention in a retail store. This relationship was mediated by mental simulation, and store likability, such that customers exposed to better sound conditions reported higher levels of store likability and mental simulation, and as a consequence, purchase intentions. We also discussed how managers could use in-store sounds and store design, depending on their immediate goals. Keywords: Experiential Marketing; Sensory Stimuli; Cue Congruence; Mental Simulation; Store Likability; Brand Familiarity; Purchase Intention; Retail Store