The Multisensory Effects of Atmospheric Cues on Online Shopping Satisfaction

Abstract

This study investigates the way how consumers react to colors and scents as two independent atmospheric cues in stores, given that the two independent variables, were classified into two different levels of cool (blue or citrus-mint) and warm (red or citrus-vanilla) depending on the properties of those. In this study, a 2 (color: blue vs. red) X 3 (scent: no scent vs. cool vs. warm) factorial design was conducted. The results show that ambient cues have an impact on customer emotions such as pleasure and arousal, leading to better shopping satisfaction when they interact together. The results of these sensory interactions indicated that cool visual and olfactory cues received higher ratings than warm cues did.