Multisensory Design of Retail Environments

Marko Sarstedt is a Chaired Professor of Marketing at the Ludwig-Maximilians-Universität Munich (Germany) and an Adjunct Research Professor at Babe -Bolyai-University Cluj-Napoca (Romania). His main research interest is the advancement of research methods to further the understanding of consumer behavior. His research has been published in Nature Human Behavior, Journal of Marketing Research, Journal of the Academy of Marketing Science, Multivariate Behavioral Research, Organizational Research Methods, MIS Quarterly, and Psychometrika, among others. His publications are among the most cited papers in the social sciences, with over 100,000 citations. Marko Sarstedt is a member of Clarivate Analytic's Highly Cited Researcher List. In March 2022, he was awarded an honorary doctorate from Babe -Bolyai University of Cluj for his research achievements and international collaboration.
Monika Imschloss is a Professor of Business Administration, in particular Marketing, at Leuphana University Lüneburg (Germany). She primarily investigates questions relating to consumer behavior in retail contexts. Her research focuses on aspects of multisensory marketing, digitalization, and sustainability. As such, she examines how sensory stimuli, especially music, influence consumer behavior and how consumers react to digital innovations (e.g., self-tracking apps, software upgradeability) or sustainable products (e.g., upcycling).
Susanne Adler is a research associate at the Institute for Marketing at Ludwig-Maximilians-Universität Munich (Germany).

lt;p>Chapter 1 Experience retail environments with (almost) all senses 

Chapter 2 Vision 

2.1 Why visual stimuli?

2.2 The devil is in the details: How visual stimuli affect consumers

2.3 The whole is greater than the sum of its parts: How the visual context influences consumer behavior

2.4 Outlook on the use of augmented reality (AR) in the retail environment 

Chapter 3 Sound 

3.1 Music influences consumer behavior, but there is nothing like the "right music"

3.3 Music influences product perception: Feeling, tasting, and seeing what you hear

3.5 Recommendations for practice: Targeted vs. intuitive use of music

3.7 Outlook on music and sounds in online retail environments 

4.1 Why ambient scents?

4.2 Scents act differently

4.3 The effect of warm and cool scents

4.5 Ambient scents also have a long-term effect

4.6 Cultural preferences

4.7 The use of ambient scents raises ethical questions 

Chapter 5 The interaction of different sensory stimuli 

5.1 Why combine different sensory stimuli?

5.2 How multisensory congruence elicits positive evaluations

5.3 How sensory perceptions influence one another (crossmodal correspondence) 

References