At a glance

Mood Media and Walnut Unlimited used GSR and eye-tracking to assess how sight, sound, touch and smell affect in-store shoppers’ emotional states and what, if any, impact these have on sales.

Why it matters

Previous research in this area has relied on what shoppers report back about their emotions in-store; this project sought to assess what actually happens. At a time when brick-and-mortar stores are seeing declining footfall and increased costs, it offers insights into how sensorial marketing can attract and hold shoppers – and increase sales.


  • Music can lift the mood of shoppers – but it’s critical to get it right.
  • Adding appropriate smells can significantly boost shoppers’ emotional states.
  • Emotional engagement goes up when consumers are able to touch the product.