Honors Theses and Capstones

Date of Award

Spring 2025

Project Type

Senior Honors Thesis

College or School

PAUL

Department

Marketing

Program or Major

Marketing

Degree Name

Bachelor of Science

First Advisor

Bruce Pfeiffer

Abstract

This study explores the impact of sensory elements – specifically ambient scent and music – in theatrical lobbies on audience satisfaction and likelihood of returning. Two general surveys were distributed to gauge what audiences expect from lobby spaces, and what they describe as memorable experiences. Then, two experiments were conducted using a test/control group design during live performances in New Hampshire. Participants completed surveys assessing their perception of the lobby environment, satisfaction with the performance, and likelihood to return to or recommend the venue. While the initial general surveys indicated that participants believed sensory elements would enhance their experience, no significant correlations were found between the presence of sensory stimuli and audience satisfaction or perception of the venue. Frequent theatergoers in particular anticipated greater impact from sensory elements but were no more likely to notice them. These findings suggest that sensory enhancements may not directly or immediately impact audience satisfaction and highlight the need for further investigation into the value of sensory experiences.

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