![]() ![]() The interaction of environmental cues is a normatively important and theoretically interesting area of research that has received little scholarly attention. Several studies have demonstrated that music can affect mood (e.g., Yalch and Spangenberg, 1988, Yalch and Spangenberg, 1990, Yalch and Spangenberg, 2000), perceptions of time (e.g., Kellaris and Altsech, 1992, Kellaris and Kent, 1992), sales in food services (e.g., North and Hargreaves, 1998), interactions between buyers and sellers (e.g., Dubé et al., 1995), product selection (e.g., North et al., 1999) as well as Interaction of ambient scent and music ![]() Music is another environmental cue demonstrated to affect consumer behavior. While specialty stores often rely on the inherent scents of their product lines to attract customers (e.g., bath shops and candy stores), many retailers have begun to rely on ambient scents not associated with any particular product to attract customers and Music The use of ambient scents in retail environments has been addressed by a number of studies from the perspective of both practitioners (e.g., Miller, 1991, Pacelle, 1992) and academics (e.g., Bone and Ellen, 1999, Spangenberg et al., 1996). Donovan and Rossiter (1982) suggested that Mehrabian Ambient scent Subsequent research has used various environmental factors (such as crowding, music, color and olfactory cues) to create said atmospheres and has been conducted primarily in the tradition of environmental psychology. Published work on the effects of environmental stimuli in retail settings found its genesis in Kotler's (1973) “atmospherics” work, introducing the view that retail environments create atmospheres that affect shopping behavior. Results and implications of the findings are discussed with regard to retail practice and environmental psychology. The presence of the Christmas scent with non-Christmas music, however, lowers evaluations. In particular, consumers' evaluations are more favorable when the Christmas scent is in the presence of Christmas music. Results indicate that the effects of adding an ambient Christmas scent are moderated by the nature of the background music. Christmas music) experimental design was implemented in a mock retail store. Christmas scent)×2 (non-Christmas music vs. Using stimuli associated with the Christmas holiday season, this research explores the joint effects of ambient scent and music on consumers' evaluations of a store, its environment and offered merchandise. While extant research suggests that olfactory and musical stimuli can influence individuals' perceptions and behaviors, the combined or interactive effects of these environmental cues is not well understood.
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