In-store music and aroma influences on shopper behavior and satisfaction

Retail markets are increasingly competitive and retailers continuously look to differentiate their retail
offering. One way to differentiate is by providing a pleasant and exciting shopping ambience. This paper
experimentally tests the effects of music (volume high or low) and aroma (vanilla scent present/absent) on
young fashion shoppers in a real retail setting. Results show that volume of music and the presence of a
vanilla aroma both have a significant impact on shoppers' emotions and satisfaction levels. Additional
analysis reveals that the arousal induced by music and aroma results in increased pleasure levels, which in
turn positively influences shopper behaviors, including time and money spend, 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. The paper
contributes to the better understanding of shoppers' emotions and shopper behaviors in response to in-store
atmospherics and offers retailers practical insights into how to create competitive advantage by customizing
the atmosphere in their stores.