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

Silitrari, Alina; Monzon, Mauricio
Master thesis
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2286482.pdf (2.642Mb)
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http://hdl.handle.net/11250/2621180
Utgivelsesdato
2019
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  • Master of Science [1823]
Sammendrag
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
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Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019
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