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Future Research Directions in Sensory Marketing

Future Research Directions in Sensory Marketing

Maher Georges Elmashhara, Nada Elbishbishy
Copyright: © 2020 |Pages: 23
ISBN13: 9781799822202|ISBN10: 1799822206|EISBN13: 9781799822226
DOI: 10.4018/978-1-7998-2220-2.ch006
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MLA

Elmashhara, Maher Georges, and Nada Elbishbishy. "Future Research Directions in Sensory Marketing." Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior, edited by Ana Maria Soares and Maher Georges Elmashhara, IGI Global, 2020, pp. 133-155. https://doi.org/10.4018/978-1-7998-2220-2.ch006

APA

Elmashhara, M. G. & Elbishbishy, N. (2020). Future Research Directions in Sensory Marketing. In A. Soares & M. Elmashhara (Eds.), Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior (pp. 133-155). IGI Global. https://doi.org/10.4018/978-1-7998-2220-2.ch006

Chicago

Elmashhara, Maher Georges, and Nada Elbishbishy. "Future Research Directions in Sensory Marketing." In Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior, edited by Ana Maria Soares and Maher Georges Elmashhara, 133-155. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-2220-2.ch006

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Abstract

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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