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Feel the music! Exploring the cross-modal correspondence between music and haptic perceptions of softness

  • Haptic softness is a central product attribute for many fabric-related retailers. Can those retailers use music - an easy to implement in-store atmospheric cue - to influence consumers' perception of this central product attribute? Across four studies, this research shows that high (vs. low) music softness enhances consumers' haptic softness perceptions. We argue that this cross-modal effect occurs owing to a transfer of softness-related associations from the auditory to the haptic modality. To better inform retail practice, we examine three managerially relevant boundary conditions at the product and store levels.

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Metadaten
Name:Kühnl, Christina
ISSN:0022-4359
Erschienen in:Journal of retailing
Publisher:Elsevier
Place of publication:New York, NY
Document Type:Article
Language:English
Year of Publication:2019
Volume:95
Issue:4
Pagenumber:12
First Page:158
Last Page:169
Dewey Decimal Classification:380 Handel, Kommunikation, Verkehr
Open Access:Nein