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Don’t ignore the floor: exploring multisensory atmospheric congruence between music and flooring in a retail environment

  • 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.

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Metadaten
Name:Kühnl, Christina
DOI:https://doi.org/10.1002/mar.21033
ISSN:0742-6046
eISSN:1520-6793
Erschienen in:Psychology & marketing
Publisher:Wiley Interscience
Place of publication:New York, NY
Document Type:Article
Language:English
Year of Publication:2017
Tag:flooring; fluency; multisensory atmospheric congruence; retail store design; store atmosphere
Volume:34
Issue:10
Pagenumber:15
First Page:931
Last Page:945
Dewey Decimal Classification:330 Wirtschaft
Open Access:Nein
Licence (German):License Logo  Lizenzbedingungen Wiley