TY  - JOUR
U1  - Zeitschriftenartikel, wissenschaftlich - begutachtet (reviewed)
A1  - Imschloss, Monika
A1  - Kühnl, Christina
T1  - Don’t ignore the floor: exploring multisensory atmospheric congruence between music and flooring in a retail environment
JF  - Psychology & marketing
N2  - In retail environments, consumers commonly evaluate products while standing on some type of flooring and concurrently being exposed to music; however, no study has examined the interaction of these two atmospheric cues. To bridge this gap, this research examines whether retailers can benefit from creating multisensory atmospheric congruent rather than incongruent retail environments of flooring and music. The results of an experiment in a real retail store reveal positive effects of multisensory congruent retail environments (e.g., soft music combined with soft flooring) on product evaluations. This study provides a new process explanation with consumers’ purchase-related self-confidence mediating these effects. Specifically, consumers in congruent rather than incongruent retail environments experience more purchase-related self confidence, which in turn leads to more favorable product evaluations. Furthermore, this study shows that consumers with a low rather than a high preference for haptic information are influenced more by multisensory atmospheric congruence when evaluating a product haptically.
KW  - flooring
KW  - fluency
KW  - multisensory atmospheric congruence
KW  - retail store design
KW  - store atmosphere
Y1  - 2017
SN  - 0742-6046
SS  - 0742-6046
U6  - https://doi.org/10.1002/mar.21033
DO  - https://doi.org/10.1002/mar.21033
VL  - 34
IS  - 10
SP  - 931
EP  - 945
S1  - 15
PB  - Wiley Interscience
CY  - New York, NY
ER  -