Journal of Retailing 95 (4, 2019) 111–115

Editorial

Sensory Aspects of Retailing: Theoretical and Practical Implications

Dipayan Biswas
University of South Florida, Tampa, FL 33620, United States
E-mail address: dbiswas@usf.edu
Available online 9 December 2019

Abstract
Sensory elements are an important aspect of both offline and online retail stores and can non-consciously influence consumer judgments and
purchase behavior. In offline settings, ambient factors like scent, lighting, and music have been shown to influence customers’ shopping experiences
and their buying behaviors. For online retail outlets, sensory factors related to color, display patterns, and layouts can have significant effects on
consumer behavior. Sensory elements have strong managerial relevance since they can non-consciously influence behaviors and because they are
relatively easy to change; for example, it requires minimal effort to change the lighting or the music at a physical retail store or the display pattern
for an online store. The eight papers in this special issue address theoretical and practical issues related to how different sensory elements can
strongly influence retail practices. These papers focus on underexplored topic areas and also on emerging technologies, which stimulate thoughts
for further research in these areas.
ﾩ 2019 Published by Elsevier Inc. on behalf of New York University.

Keywords: Sensory marketing; Sensory aspects of retailing; Augmented reality and virtual reality; Cross-modal sensory effects

A key goal for any retail store (offline or online) is to create
a positive, memorable experience for the customer. While sev-
eral types of stimuli contribute towards creating a positive and
memorable experience, sensory stimuli can be especially influ-
ential (Spence et al. 2014). To elaborate, sensory stimuli are cues
related to the sensory systems of vision (i.e., see), audition (i.e.,
hear), olfaction (i.e., smell), haptics (i.e., touch), and gustation
(i.e., taste) (Biswas, Szocs, and Abell 2019; Krishna 2012). In
addition to creating unique experiences for customers, sensory
cues can also non-consciously influence consumer judgments
and behaviors, including types of purchases (Biswas and Szocs
2019; Madzharov, Block, and Morrin 2015; Spence et al. 2014).
The articles in this special issue on sensory aspects of retail-
ing extend prior research and highlight how the different sensory
modalities can influence consumer behavior across offline and
online retailing contexts. In the next few sections, I highlight
how each of these papers contribute to specific sensory modali-
ties and also to cross-modal sensory correspondences. It is also
important to stress the relevance and potential impact of the
papers published in this special issue. These papers not only
contribute to sensory theory, they also highlight the practical
relevance of these research studies. Since retailers can directly
and easily change sensory elements, most research on sensory
aspects of retailing offers strong practical relevance (Biswas,
https://doi.org/10.1016/j.jretai.2019.12.001
0022-4359/ﾩ 2019 Published by Elsevier Inc. on behalf of New York University.
Lund, and Szocs 2019). The papers in this special issue uphold
this tradition and offer actionable implications for managers and
consumers.
Visual Modality
The visual modality tends to be the most used and relied upon
sensory system and often dominates the other sensory modalities
(Biswas et al. 2014; Krishna 2006). Research on the visual sys-
tem has focused on topics related to color (Bagchi and Cheema
2013; Gorn et al. 1997; Mehta and Zhu 2009), shape (Jiang
et al. 2016), display orientation (Romero and Biswas 2016), and
dynamism (Cian, Krishna, and Elder 2014, 2015; Roggeveen
et al. 2015). These studies have found, for example, that red
ambient color can induce arousal and even aggression (Bagchi
and Cheema 2013; Mehta and Zhu 2009), while a dynamic
presentation format can influence engagement with the brand
(Cian, Krishna, and Elder 2014) and also enhance preference
for hedonic options (Roggeveen et al. 2015).
In this special issue, three of the papers (Aydinoglu and
Krishna 2019; Ringler et al. 2019; Togawa et al. 2019) relate to
different aspects of visual modality. Among these three papers,
Togawa et al. (2019) is most directly related to visual inputs.
They find that the location of an image on a package influences
112 Editorial / Journal of Retailing 95 (4, 2019) 111–115
perceptions about flavor and even choices. Their findings also
contribute to the sensory aspects of package designs (Krishna,
Cian, and Aydınoğlu 2017).
Ringler et al. (2019) implicitly investigate the effects of visual
cues by examining how reliance on visual cues only, when hap-
tic cues are blocked, might influence judgments. In their studies,
when haptic cues are not available, there is by default greater
reliance on visual inputs. This research extends our understand-
ing of how blocking stimuli related to one sensory modality
might influence effects of another sensory modality.
As mentioned earlier, the papers in this special issue tackle
relatively underexplored topics; that is, while there is extant
research on visual cues related to color and shape, there has
been relatively less work on factors like visual imagery. In
that regard, Aydinoglu and Krishna (2019) demonstrate how
different textual communications can affect imagery, which in
turn influences consumer evaluations. Interestingly, in this issue,
Reynolds-McIlnay and Morrin (2019) also examine the role of
visual cues but they focus on visual elements as a distraction
rather than a key driving factor.
Auditory Modality
Historically, retail managers have often focused primarily
on visual stimuli. They have also focused on auditory stimuli,
though to a lesser extent. In a similar vein, historically, research
in marketing has focused more on visual and auditory cues than
on the other sensory stimuli (Krishna 2011). Prior research on
auditory stimuli in retail settings has focused on ambient music
tempo (Milliman 1982, 1986), pitch (Yalch and Spangenberg
2000), and volume (Biswas, Lund, and Szocs 2019).
The two papers in this special issue on auditory aspects
(Imschloss and Kuehnl 2019; Reynolds-McIlnay and Morrin
2019) focus on emerging themes. Specifically, Reynolds-
McIlnay and Morrin examine the role of auditory cues in the
context of a technology interface (at retail checkout) and how
auditory cues can influence trust. The importance of linking
sensory stimuli with technology is in line with the contention
made by Grewal, Roggeveen, and Nordfält (2017) regarding
the increasing importance of interaction of technology with
other retailing stimuli. Imschloss and Kuehnl (2019) examine
the cross-modal correspondence of auditory factors with hap-
tic perception. Examining such cross-modal correspondences is
important since they provide a more holistic perspective, espe-
cially since in any retail setting, consumers are likely to have
inputs from multiple sensory modalities.
Haptic Modality
Prior research in the domain of haptics has examined
how haptics influence judgments related to volume estimation
(Krishna 2006), taste (Krishna and Morrin 2008), and calorie
perceptions (Biswas, Krishna, and Lehmann 2014). Researchers
have also examined the negative and positive contamination
effects related to touching (Argo, Dahl, and Morales 2006,
2008).
While haptic input has mostly been the independent variable
in prior studies in this domain, one paper in this issue has haptics
as the outcome variable (Imschloss and Kuehnl 2019). Specif-
ically, Imschloss and Kuehnl (2019) found that auditory cues
can influence haptic perceptions, which by itself is thought-
provoking and highlights the need for further research in this
topic domain.
Another paper in this issue, by Madzharov (2019), shows
interesting effects of providing direct manual (i.e., hand-related)
haptic input on food taste perception. This is an underexplored
and practically relevant research area, especially since several
different types of foods across different parts of the world are
consumed directly through manual touching (i.e., eaten with
hands). In fact, there is a growing trend of promoting eating with
the hands since that can sometimes be healthier (Trivedi 2019)
and also help reduce use of cutlery, which has environmental
benefits (Valdivia 2019). In other words, with a growing focus
on environmentally friendly practices, eating certain types of
foods with the hand helps in cutting down single-use utensils.
Madzharov’s paper on eating with the hand, thus, draws attention
to an emerging and practically relevant topic.
Izadi, Rudd, and Patrick (2019) examine a non-conventional
haptic element related to airflow and its effects on frontal versus
dorsal sides of the body influencing creative engagement. This
is a really underexplored area, which underscores the need for
additional work in the domain of airflow directions.
Finally, Heller et al. (2019) examine the role of haptics in
the context of augmented reality and online retailing. Hence,
this paper extends the focus of haptics in traditional contexts to
emerging contexts of augmented reality and virtual reality. This
paper also underscores the need for additional research in this
underexplored domain.
Olfactory Modality
While some retailers started using ambient scents several
decades ago, it has become a much wider phenomenon rel-
atively recently, with several different types of retail stores
opting for ambient scents as a source of competitive advantage
and also to enhance the overall customer experience (Biswas
and Szocs 2019; Spence 2015). Some of the earlier work in
this topic domain focused on presence versus absence of scent
on consumer judgments and behavior (Spangenberg, Crowley,
and Henderson 1996). Many studies focused on the effects of
scent on memory (Krishna, Lwin, and Morrin 2010; Morrin and
Ratneshwar 2003). More recent studies have focused on cross-
modal aspects of scent (Krishna, Elder, and Caldara 2010) and
also on olfactory imagery (Krishna, Morrin, and Sayin 2014).
Many of the recent studies have also investigated specific types
of scents. For example, Madzharov, Block, and Morrin (2015)
and Lefebvre and Biswas (2019) examined effects of warm
versus cool scents, Madzharov et al. (2018) examined effects
of coffee scents, and Biswas and Szocs (2019) examined effects
of indulgent food scents. In this special issue, while none of the
papers directly studied olfactory issues, Togawa et al. examine
how visual cues, in the form of package image positioning, might
influence flavor perceptions. Since olfactory inputs play a funda-
 Editorial / Journal of Retailing 95 (4, 2019) 111–115
Table 1
Practical and managerial implications.
Paper
Aydinoglu and Krishna
Reynolds-McIlnay and Morrin
Izadi, Rudd, and Patrick
Imschloss and Kuehnl
Madzharov
Ringler, Sirianni, Gustafsson, and Peck
Togawa, Park, Ishii, and Deng
Heller, Chylinski; de Ruyter, Mahr, and Keeling
mental role in flavor perceptions, this paper implicitly highlights
how visual cues can influence olfactory-related outcomes.
Gustatory Outcomes
Gustatory outcomes relate to food taste perceptions and over-
all food evaluations (Biswas, Szocs, and Abell 2019; Krishna
2011). Prior research on gustatory-related issues has focused
on food taste perceptions (Krishna and Morrin 2006; Biswas,
Szocs, and Abell 2019), on healthfulness perception (Chandon
and Wansink 2007a, 2007b), and on portion sizes (Cornil and
Chandon 2016). In this issue, Madzharov (2019) examines taste
and consumption volume (which has implications for healthful-
ness) in the novel context of how the mode of eating food (with
hands vs. with cutlery) can influence these outcomes. There is
need for more work that examines both taste and healthfulness
perceptions, together.
Cross-Modal Correspondences And Tradeoffs Between
Sensory Modalities
While there have been some studies in the marketing literature
that have examined cross-modal correspondences between the
sensory modalities (e.g., Biswas and Szocs 2019; Biswas, Szocs,
and Abell 2019; Hagtvedt and Brasel 2016; Krishna, Elder, and
Caldara 2010), there is scope for additional work in this domain.
Many of the papers in this issue contribute to the literature on
cross-modal correspondences and tradeoffs between the sen-
sory modalities such as when one sensory modality is blocked
or unavailable or when the different sensory modalities compen-
sate for each other. For instance, Imschloss and Kuehnl (2019)
focus on interplay between auditory and haptic modalities, while
Ringler et al. (2019) examine how consumer judgments might
be affected when haptic cue availability is blocked. Similarly,
Reynolds-McIlnay and Morrin (2019) examine how auditory
cues might interact with visual cues. As the field moves away
from a focus on main effects of one sensory modality towards
greater focus on interactions between the sensory modalities, we
need better insights into how the different modalities correspond
with each other.
113
Key practical and managerial implications
Relevance for how retail stores should word textual communications.
Technology-oriented devices at checkout counters should make distinct sounds as this
helps in enhancing consumer trust.
Retailers should be mindful of the direction of airflow from their ventilation system.
Higher ambient music “softness” leads to more favorable product evaluations.
For consumers with high self-control, eating with the hands (vs. with cutlery)
increases consumption volume.
Restricting touching of products can lead to greater downstream purchases.
The location of a food image on a package can influence flavor perceptions.
Touch (vs. voice) control can increase consumers’ value perceptions for a product
presented in an augmented reality online retailing context.
Going Beyond The Traditional Sensory Systems
While prior research in sensory marketing has almost exclu-
sively focused on the traditional five sensory systems, recent
studies have started examining sensory systems beyond the five
traditional ones (Biswas, Szocs, and Abell 2019). Three papers
in this special issue take further steps in this direction. Izadi,
Rudd, and Patrick (2019) examine airflow effects, which, while
strictly not a sensory modality, do have implicit sensory effects
since the airflow does touch the somatosensory system. Simi-
larly, Aydinoglu and Krishna’s (2019) focus on sensory imagery
also goes beyond the traditional sensory systems. Also, Heller
et al.’s (2019) examination of sensory outcomes in the con-
text of augmented reality also extends the focus area beyond
the traditional contexts. Finally, Imschloss and Kuehnl (2019)
demonstrate how going beyond the traditional aspects of ambi-
ent music (such as volume, tempo, or pitch) and getting into the
domain of haptic properties of music, can influence consumer
judgments. Going forward, we are likely to see more such work
that pushes the boundaries of sensory marketing.
Practical Relevance Of Research
Retailers are increasingly using sensory elements in their
stores (Spence et al. 2014). For example, Hugo Boss stores,
Samsung’s flagship store in New York, and Hard Rock Hotel
(at Universal Orlando Resort), strategically use ambient scents
on their premises (Biswas and Szocs 2019). The papers in this
special issue provide additional insights for practitioners. For
instance, two of the papers (Reynolds-McIlnay and Morrin 2019;
Heller et al. 2019) provide suggestions regarding the sensory
orientation of technology, such as in terms of sounds made and
also how visual and auditory cues might interact. Another two
papers (Aydinoglu and Krishna 2019; Togawa et al. 2019) high-
light how retailers can use visual cues to influence imagery and
flavor perceptions. Three papers (Izadi, Rudd, and Patrick 2019;
Madzharov 2019; Ringler et al. 2019) provide insights on how
haptics-related elements in retail setting might influence con-
sumers; these studies show for example, that blocking touching,
facilitating usage of hands when eating (through availability or
non-availability of cutlery), and the side of the body that is in the
path of airflow influences consumer judgments and behaviors.
114 Editorial / Journal of Retailing 95 (4, 2019) 111–115
Finally, Imschloss and Kuehnl (2019) demonstrate how ambi-
ent music “softness” can influence consumers in a retail setting.
Table 1 highlights the specific practical and managerial aspects
of each of the papers in this issue.
Future Research
While the current set of papers examines cutting-edge top-
ics, there are several underexplored domains that future research
needs to tackle. It is interesting to note that there are several
sensory marketing topics that have been in practice for a while,
but academic research has started focusing on these topics rel-
atively recently. For example, brands have been experimenting
with logos for a long time but only recently have research stud-
ies examined sensory aspects of brand logos such as its shape
or design (Jiang et al. 2016). Similarly, scented ads have been in
vogue for several decades but research has only recently started
examining their effects (Ruzeviciute, Kamleitner, and Biswas
2020). Another example is the use of static versus dynamic
imagery, which has been prevalent for several years; however,
research on this topic is relatively recent (Cian, Krishna, and
Elder 2014, 2015; Roggeveen et al. 2015). The point I am trying
to make is that there are several practically relevant topic areas
available for researchers to focus on and extend our knowledge
base.
Beyond the topics examined in this special issue, there are
several other retailing aspects that remain underexplored. For
example, we know very little about how robots in retail set-
tings can influence behavior. The limited research in this domain
shows for example that when interacting with humanoid service
robots (vs. human employees), consumers display compensatory
responses (Mende et al. 2019). It will be interesting to see how
these effects shape up when people get more accustomed to robot
technologies in the marketplace. There is scope for tremendous
work in this domain. Similarly, there has been very little work
on effects of augmented reality (AR) and virtual reality (VR)
in retail settings and about technology in general. While we are
beginning to see some work in this domain, including in papers
in this issue (e.g., Heller et al. 2019), there are vast research
opportunities in these emerging areas related to technological
advances.
To elaborate, little is known about how different sensory ele-
ments might play out differently when interacting with other
humans versus with robots. For example, how might haptic inter-
actions with a robot be different (or similar) to haptic interactions
with humans? As an illustrative example, if a service robot at a
car dealership greets and shakes a customer’s hand, how might
it feel different than shaking hands with a human greeter at the
dealership? Similarly, can there be differential auditory effects
for robot versus human employees in a retail setting? Also,
what should be the visual elements (such as appearance) of a
humanoid robot and can different types of visual cues affect
perceptions of robots different from perceptions of humans?
In the domain of augmented reality, research is needed to
examine how perceptions of space, depth, and crowdedness
might vary in the physical world versus a VR or AR world.
While research studies have shown how perceptions of space and
crowdedness in physical retail environments might affect con-
sumer product choices (Madzharov, Block, and Morrin 2015),
not much is known about how these variables (perceptions of
crowdedness, depth) might play out in the VR or AR environ-
ments. For example, while setting up a simulated store in a VR
setting, a company can manipulate the layout design in the sim-
ulated store. How might different layout designs be perceived in
the physical world versus in the virtual world?
On the whole, as the marketing and retailing disciplines place
greater emphasis on relevance and managerial/practical aspects
of our research, along with the emergence of new technologies,
several new research area opportunities are going to open up. I
hope the papers in this special issue would provide the impetus
for more research in these relatively underexplored, but very
practically relevant aspects of sensory marketing.
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