Designing the Super Store atmosphere with non-visual stimulants: effects on shoppers’ purchase and emotional behaviour

The research purpose is to investigate the effects of non-visual stimulants on the shopper’s behavior. The data collection was from 330 respondents. The field experiment was conducted in superstore and a convenient sampling technique was used for respondent selection. The post hoc test and multiple regression tools were used for data analysis. The manipulation in the departmental store with non-visual stimulants showed positive response in the consumer attitude concerning emotional level and intention of purchase. The consumer showed more pleasure, happiness and stimulated attitude in the situation of the background music playing. This research highlighted the importance of the non-visual stimulants such as olfactory and auditory stimulants, and it is the first study in Pakistan emphasizing on non-visual stimulants.