The sweet sound and smell of success : consumer perceptions as mediators of the interactive effects of music and scent on purchasing behavior in a shopping mall

A growing number of malls draw on atmospheric cues such as ambient music and scents to enhance shopper experiences. However, the effects of these variables have yet to be clearly defined in the literature and are often used intuitively by retailers. Thus, exploratory research is still needed to increase the knowledge base of both academics and marketing practitioners if ambient stimuli are to be employed efficiently in retail settings. This study tested the interactive effects of music tempo and citrus scent on merchandise quality and global perceptions of the environment, as well as on the amount of money spent by consumers surveyed in a Canadian neighborhood mall. The mediating role of evaluations on shoppers' purchasing behavior and the moderating role of gender were also investigated in the proposed model. Analyses revealed that if the interaction of the selected environmental factors negatively impacted sales, citrus scent also had an independent, adverse affect on the latter; yet, tests failed to establish similar direct links to shopper perceptions. Furthermore, evidence was obtained of the mediating influence of merchandise quality and overall assessments of the setting on expenditures. Finally, gender was found to quasi-moderate the relationship between the atmospheric variables and consumer evaluations, women exhibiting higher responses to the stimuli than their male counterparts. In general, men responded more favorably to single cue conditions, whereas women's reactions were enhanced in the combined presence or absence of ambient cues. Findings are discussed and provide insight into the theoretical and managerial implications of the stud