Multisensory Design of Retail Environments: Vision, Sound, and Scent

Preface
What You Can Find in This Science Meets Practice
Contents
About the Authors
1: Experience Retail Environments with (Almost) All Senses
	References
2: Vision
	2.1	 Why Visual Stimuli?
	2.2	 The Devil Is in the Details: How Do Visual Stimuli Affect Consumers?
		2.2.1	 Giving in to Temptations in the Dark and Favoring Innovations in a Bright Light
		2.2.2	 Effect of Color Brightness and Saturation
		2.2.3	 Color Association Used in Targeted Communication
	2.3	 The Whole Is Greater Than the Sum of Its Parts: How the Visual Context Influences Consumer Behavior
		2.3.1	 Product Arrangement
		2.3.2	 People in the Retail Environment
	2.4	 Enhancing Customer Experience Through in-Store Technology Use
	References
3: Sound
	3.1	 Music Influences Consumer Behavior, But There Is Nothing like the “Perfect Music”
	3.2	 Music Influences the Product Choice: You Buy What You Hear
	3.3	 Music Influences Product Perception: Feeling, Tasting, and Seeing What You Hear
	3.4	 Music Influences Shopping and Spending Behavior
	3.5	 Recommendations for Practice: Targeted Versus Intuitive Use of Music
	3.6	 Acoustic Stimuli at the Point of Sale: More than Just Background Music
	3.7	 Outlook on Music and Sounds in Online Retail Environments
	References
4: Scent
	4.1	 Why Ambient Scents?
	4.2	 Scents Act Differently
		4.2.1	 Scent Types
		4.2.2	 Scent Intensity
		4.2.3	 Familiarity with a Scent
		4.2.4	 Exposure Duration
		4.2.5	 How Should a Scent (Not) Be Designed?
	4.3	 The Effect of Warm and Cool Scents
	4.4	 Scents Evoke Specific Associations
	4.5	 Ambient Scents Also Have Long-Term Effects
	4.6	 Cultural Preferences
	4.7	 The Use of Ambient Scents Raises Ethical Questions
	4.8	 The Future of Scent: Digital Scent Technology
	References
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)
	5.4	 Is There a Downside to Sensory Stimulation?
	References