7.1. Summary and Conclusions
Prior researches have tried to identify marketing strategies that positively affect consumer behavior and attain excellent customer experience to achieve business sustainability [
36]. We attempted to find outcomes that ensure sustainability of the food industry. The conclusions of four online examinations—directed through different situations and clusters of customers (via online panels of subjects) and using various kinds of products (orange juice, cup of coffee, hamburger, and Soda soft drink)—show that different types of sensory cues and the (in) congruency among the sensory stimuli (link with visual) of the products affect customer emotions, experience, and willingness to purchase. We posit that consumer emotions, experiences and willingness to purchase would depend on two-color relationships. Specifically, we propose that when product and background color are incongruent, emotions will be greater and, consequently, there will be a superior experience and higher willingness to pay for the product. In contrast, when the product and background color are congruent, emotions, experience, and willingness to pay for it will be lower. We also reveal that this shape of outcomes does not hold for the same kinds of sensory stimuli. The current investigation is an initial exploration of how visual cues with the moderating factor of background color can influence consumer emotions and experience and then affect their willingness to pay.
Two contrasting theoretical effects occur when customers browse a product in an online retail store. The theory of affective primacy theory (More [
22]) predicts positive emotional responses to a condition without a previous cognitive explanation of the causes establishing the positive affect, whereby subliminal cues (e.g., an odor) elicit an affective reaction, which affects the processing of a state then adjusts its emotional assessment. Therefore, affective primacy predicts positive reactions (i.e., preference for picture of product with dynamic scent). On the other hand, the theory of sensory congruency [
25] predicts that the overall evaluation with a considered congruent sensory cue will increase with expectations. Thus, sensory congruency theory implies that congruent sensory cues would lead to more favorable product responses than incongruent cues. We assumed that impacts connected to affective primacy will be extra dominant when viewing products with dissimilar sensory stimuli, while sensory congruency will be leading when viewing products with the same sensory stimuli. The outcomes of our tests supported the suggested effects and as well offer evidence for the hypothesized theoretical model.
We furthermore develop some clear evidence for the suggested fundamental procedure. For instance, in Study 3, listening to the Soda jingle when viewing the product diminished the customer emotions, experience, and willingness to purchase because of cross-modal correspondence [
16]. As a result, the presence of music congruent with the picture led to less positive effects compared to the lack of music. This is important because, in this study multi-sensory marketing is a practically related moderator of purchasing behavior. The outcomes of Study 1 offer further evidence for our theorization by investigating two identical products in different conditions. The outcomes illustrate that the priority design is ordinal. That is, for the two products with dissimilar sensory stimuli, subjects had the highest desire for the product with an incongruent background color rather than a congruent background color. Conversely, in Study 2, for the products with the same sensory stimuli, subjects had the highest desire for the product with dynamic scent imagery rather than static scent imagery. This design is compatible with the affective primacy effects expected for similar sensory stimuli and sensory congruency effects expected for dissimilar sensory stimuli. Overall, in these four studies, we found that congruency of sensory cues could positively affect consumer emotions, experience, and willingness to purchase when customers are faced with products with the same sensory stimuli, and that affective primacy plays a key role when customers are faced with products with dissimilar sensory stimuli. These effects differed by gender group, as we found that females are more likely to experience these effects than were males.
Managers regularly use different sensorial pictures as an efficient advertising means [
8]. However, despite its popularity, little attention has been paid to the influences of multi-sensory marketing in the marketing literature, with previous studies testing such issues as impacts on memory while exhibiting products [
15] and how the ambient scent might enhance consumption and purchase of products [
6,
22]. Nevertheless, from a perceptual viewpoint, to the best of our knowledge, ours is one of the first studies to test the impacts of multi-sensory marketing with similar and dissimilar sensory stimuli on customers’ emotions, experience, and willingness to purchase. Along these lines, this is one of the first studies to test how sensory congruency and affective primacy impacts affect customers’ behaviors and choices with various types of sensory stimuli.
These results also have implications for the research stream on sensory marketing and e-tail atmospheres in general. The majority of previous studies on e-tailing have investigated non-sensory stimuli and features (e.g., loyalty, brand logo, UGC) and have usually addressed results connected with judgments (e.g., product comparison). This study shows that sensory stimuli, virtual buying, and selections/priorities have both perceptual and practical implications. Notably, from a perceptual point of view, the results offer insight into customer behavior procedures when looking at several products with congruent vs. incongruent sensory stimuli. Though there is existing research on how customer selections are created, no research has examined the specific collection of sensory-linked factors that are investigated in the present study. Our results also offer an insight into how customers feel about a product and are willing to make a purchase when there are opposing consequences, such as sensory congruency and affective primacy. In addition, even though an extensive stream of research has emerged on customer multisensory experiences [
7], no research has investigated how the (in)congruency of sensory stimuli can affect emotions and feelings while seeing products in an e-tail store. Therefore, our results contribute to an enhanced understanding of the function of sensory stimuli interactions on customer emotions and feelings construction.
One more important element of this study is that it resolves contradictions in the study results on bundling outcomes in the setting of e-tailing for sensory-rich experimental products. The findings of study 4 demonstrate that when customers view products with bundled price, there are affective primacy outcomes, but when customers view products with a single price, there are no affective primacy outcomes. In the context of these results, it is not surprising that [
35] noticed bundling impacts, mainly for electronic devices, when subjects in their test saw consumption-related accessories. However, based upon our results, we suggest that sensory marketing may have had a leading impact on [
8]’s research, as the products had the same sensory stimuli, and then they detected bundling impacts. A prior study by Janiszewski and Cunha [
37] also reported bundling impacts. Even though Janiszewski and Cunha offered no particular information about the sensory effect of bundling (i.e., customers’ perspective about products) used in their experiment, they did refer to an “attractiveness of an offer” impact (p. 543).
Nonetheless, they had no clear conclusions regarding the rationales underlying the impacts they detected. Therefore, essentially, sensory attractiveness, which would also result in “attractiveness of an offer”, is likely to have an effect in their investigation and is compatible with the impacts we detected when subjects face products with visual sensory stimuli. In contrast, in Moon and Shugan’s [
38] research, the popularity of the bundled products had various effects on consumers’ decisions. In the setting of our study, we suggest that through attractive visual sensory stimuli, bundling impacts were further leading for Janiszewski and Cunha [
37] and Moon and Shugan’s [
38], and hence, they only saw bundling impacts. Even though the results of prior investigations on bundling impacts including rationale selections for affordable products might appear incongruous with sensory marketing area at first sight, the opposite can be revealed in the light of our results.
Interestingly, in Study 2, we discovered that altering the dynamicity of the olfactory imagery had an impact on customers’ emotions. These results are in connection with developing research investigations on cross-modal sensory impacts, which have shown that visual imagery can affect olfactory perception [
32]. The results of Study 2 in the present investigation demonstrate that such a cross-modal impact can affect customers’ emotions in an e-tail context. Further research is required to investigate this cross-modal impact in greater depth. Our investigation differs from previous studies that have investigated the influence of sensory marketing on customers’ emotions, experience, and willingness to purchase (e.g., [
4,
20]). For example, [
20] found that smell did not have a significant effect on emotions, and [
4] noted similar findings with various product groups (e.g., cooling pad, heating pad). In contrast, in our study, no descriptive cues were offered to the subjects (except in the study in which we tested the impacts of bundling); instead, subjects made selections based solely on the virtual experimental viewing of the products.
7.2. Managerial Implications
As retail atmosphere has emerged as a competitive tool [
39], it is relevant to have an enhanced awareness of how customers feel when they face products with congruent vs. incongruent sensory stimuli and how these impacts affect willingness to purchase. This issue is very relevant, as managers can regularly manage the cues of the retail atmosphere in an online retail store. The more than 350 billion products that Amazon supplies annually for sale provide evidence of its importance [
40]. Sensory marketing appears in various formulae and frequently includes products with powerful sensory stimuli. For instance, in 2017, the ambient scent market earned more than
$200 million in trade. Indeed, this market showed a 10% annual growth rate [
22]. Similarly, retail store chains, such as ICA Sverige AB, and other supermarkets, recently decided to add more sensory labels to their food sections to persuade consumers to purchase more, and they observed positive outcomes [
1]. Numerous academic studies have similarly considered pairs of short-term and long-term affirmative impacts of sensory marketing in the context of retail atmosphere [
39].
Moreover, retailers such as Abercrombie & Fitch provide consumers with their brand scent [
22]. Communicating with customers through sensory cues (e.g., scent) not only increases the emotions but can also enhance customer experience and willingness to purchase. Indeed, marketers have lately started to highlight how a variety of sensory cues can be associated with customer emotions and have also ascribed the increased attractiveness of products in the market place to sensory cues based on controlled studies of consumer behavior [
32]. Given retailers’ increasing emphasis on using multiple sensory cues, such as music [
41], our results have important practical applications. Notably, organizations and firms have significant flexibility in defining the sensory cues of the product picture and the display design of the products in stores. For instance, while Unilever offered a pair of Axe and Dove deodorants, the firm designed the noise constructed by the Axe spray to be different from the noise constructed by the Dove spray [
27]. As the findings of our research illustrate, the background color and music of the product and its (in)congruency with the product while it is being viewed can influence customer emotions, experience, and willingness to purchase. In addition, scent imagination and bundling prices can influence emotions, experience, and willingness to purchase. These results could be useful for businesses and firms when selecting effective display designs and background colors and music and in generating the scent imagination when customers see the products.
Online shops like Visa and NEST offer a variety of sensory cues for consumers before purchase [
42]. In almost all these contexts, retailers can usually manage the sensory cues consumers encounter. Because retailers often use sensory cues to drive sales for specific products to enhance the effectiveness of their promotion campaigns [
4], they can tactically locate the most effective sensory cues to affect consumers’ emotions.
The food industry is another product type that relies heavily on sensory marketing. Sensorial attractiveness is a key factor for businesses in the food industry [
1], and non-gustatory food-related sensory cues can lead to a considerable rise in consumption [
6]. Also, foods are not consumed in isolation. Consumers often prefer to buy foods to consume together (e.g., hamburger, soda, and fried potato as a bundled package) or not (e.g., hamburger). Food product pictures containing scent imagery can increase consumers’ physiological, emotional, and consumption responses. This can be developed to other parts of the food industry, such as restaurant menus (i.e., imagining the scent of food, drink, and other sensory-rich ingredients).
In the wider context, marketers and manufacturers are placing increasing emphasis on multisensory marketing [
4]. As noted before, marketers have also placed emphasis on sensory stimuli, like the scents, visual images, and sounds related to products [
6]. From previous studies, it is unclear how diverse mixtures of sensory stimuli could affect customer emotions in the retail environment, particularly when customers encounter these products. The current investigation offers improved understanding of how sensory stimuli related to atmosphere can affect customer emotions.