Project R-14734

Shaping Future Stores: Unraveling the Impact of Personalized Sensory Atmospherics on Consumer Behavior (Research)

The PhD project examines the effects of personalized sensory atmospherics on shaping future stores and enhancing shopping experiences. While prior research suggests positive impacts of personalization on various consumer reactions, empirical testing is required to understand its influence on behavioral outcomes. Key considerations include the optimal levels of personalization and potential negative effects of personalized atmospherics in contexts where anonymity may be preferred. The PhD research also explores interaction effects between sensory elements, individual factors, and technological advancements in simulating sensory experiences. The aim is to understand consumer responses to (technology-mediated) personalized sensory experiences and the contextual significance of sensory atmospherics in different retail environments.

16 February 2024 - 15 February 2028