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What is Color Schemes in Retailing

Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior
One of the cues in atmospherics that can be used in retailing to differentiate products, as well as to influence consumers’ expectations about the store's characteristics.
Published in Chapter:
Future Research Directions in Sensory Marketing
Maher Georges Elmashhara (School of Economics and Management, University of Minho, Portugal) and Nada Elbishbishy (College of Management and Technology, Arab Academy for Science, Technology and Maritime Transport, Egypt)
DOI: 10.4018/978-1-7998-2220-2.ch006
Although retail atmospherics has been an active field of study, further research is needed to address the role that sensory marketing plays in the retailing sector. This chapter presents a review of previous research and discusses the effect of visual, sound, and olfactory atmospherics on shopping outcomes. The interaction among these variables and their common impact on consumer behavior is also explored. The chapter expands and enriches the literature on retail atmospherics and discusses future research avenues. Further research will help retailers pay attention to the crucial role of sensory environment in shaping the customer experience and shopping behavior.
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