Subliminal Servicescapes: The S-O-R Framework and Impulse Buying Behavior Among Urban Youth

Abstract

The traditional brick-and-mortar retail sector is transitioning from transactional spaces to experiential, multi-sensory ecosystems. This study investigates the role of subliminal servicescape stimuli such as spatial layout, illumination, background soundscapes, signature fragrances, and packaging—on the subconscious psychological states and offline impulse buying behaviors of young urban consumers in India. Drawing upon the Stimulus-Organism-Response (S-O-R) paradigm, this research addresses a critical literature gap regarding sensory marketing in emerging markets, where store-level empirical studies remain underdeveloped. A quantitative, descriptive-causal design was executed with a representative sample of N = 676 active mall shoppers (aged 18–30 years) across prominent retail nodes in Pune, India. Structural Equation Modeling (SEM) validated the measurement model and tested structural path relationships. The empirical findings reveal that subliminal environmental cues exert a highly significant, positive influence on the consumer’s subconscious and emotional state (the organism), which acts as a powerful direct predictor of offline impulse buying responses (β =0.592, p<0.001). Among the stimuli, auditory and olfactory sensory branding emerged as the most critical determinants (β =0.485, p<0.001), followed by ambient conditions (β =0.412, p<0.001) and packaging aesthetics (β =0.358, p<0.001). These atmospheric signals operate as subtle persuasive cues that direct attention, trigger positive affective arousal, and encourage spontaneous purchase decisions by bypassing rational evaluations. The study offers vital theoretical contributions and delivers practical design recommendations for retail managers and mall developers.