Index of Paper Presentations for the Parallel Sessions - Academy of ...

satisfying, different, pleasurable, memorable or beyond expectations. These experiences also reshape theexpectations and influence future purchase behaviour. Positive customer experience has been found to be relatedwith longer duration of stay, increased spend on different products, feeling to visit again and recommendation toother customers.Retail experience involves consumer processes (product evaluations, attitude formation) and responses (eg.satisfaction or purchase behaviour) affected by aspects of shopping environment, situation and consumercharacteristics (Fiore and Kim, 2007). Shopping in modern retail stores is essentially a sensory experience whichattempts to engage, entertain, involve, and absorb the customers through all five senses. Berry et al. (2002) opinedthat retailing is about creating a total customer experience by enabling customers to solve important problems,capitalize on the power of respectfulness, connect with customers‘ emotions, emphasize fair pricing and savecustomers‘ time and energy. Cox et al. (2005) identified that pleasures of shopping experience are governed by sixfactors namely bargain hunting, browsing, being pampered, sensory experience, kinaesthetic experience, andmingling with other shoppers. They observed that consumers tend to be drawn towards more private pleasures ascompared to social pleasures in store shopping. They further classified shoppers as joyless shoppers, bargain hunters,enthusiasts, attention cravers, and explorers.Shoppers‘ sense of sound, sight, smell and touch has powerful physical, cognitive, social and emotional effects.Sensory stimuli can influence store environment, improve the shopper experience and change the nature ofbehaviour. The right sensory stimuli, if applied appropriately, can calm, relax, de-stress, energise, improve mood,influence decision-making and the propensity to spend (Soars, 2009). The retailers use immersive technology, whichstimulates customers‘ visual, auditory, olfactory and tactile faculties to energise shopping experiences and radicallytransform the way in which consumers not only interact with, but also form emotional bonds with, brands. (Jones etal., 2010).Carpenter and More (2005, 2006) reported that consumers expect both hedonic and utilitarian value to be presentwhen shopping in the store. Swinyard (1993) found that shopping experience has a significant effect on the mood