Sensory cues and shoppers' touching behaviour: the case of IKEA
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 23 March 2012
Abstract
Purpose
The presented research aims to depict shoppers' touching behaviour in relation to the introduction of visual and olfactory sensory cues at point‐of‐purchase in a retail setting. In the field of retailing research, there is a paucity of knowledge on how visual and olfactory sensory cues impact on consumers' touch behaviour.
Design/methodology/approach
The author presents a review of theoretically relevant work from retailing and consumer psychology, and an original study examining the impact of visual and olfactory sensory cues on consumer touch behaviour. The study was a field experiment in the glass department of the Swedish retailer IKEA. The design was quasi‐experimental with a convenience sample of shoppers assigned to a control group (n=451) and an experimental group (n=435).
Findings
In the reported study, the author finds significant differences between shoppers' touching behaviour in a manipulated point‐of‐purchase compared to a conventional one. The findings show that visual and olfactory sensory cues have a positive impact on shoppers' touching behaviour, purchase intentions and total sale.
Research limitations/implications
The findings demonstrate that sensory cues exert a positive impact on consumers' desire to touch. Sensory cues frame consumers' affective responses and decision making through involving the sense of touch.
Practical implications
The findings provide guidelines for managers of retail and service outlets, concerning the benefits of sensory cues in enhancing shoppers' touching behaviour at point‐of‐purchase.
Originality/value
The research demonstrates that the introduction of visual and olfactory sensory cues impact consumers' touch behaviour at point‐of‐purchase in a retail setting.
Keywords
Citation
Hultén, B. (2012), "Sensory cues and shoppers' touching behaviour: the case of IKEA", International Journal of Retail & Distribution Management, Vol. 40 No. 4, pp. 273-289. https://doi.org/10.1108/09590551211211774
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited