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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
Author of HS ReutlingenKühnl, Christina
DOI:https://doi.org/10.1016/j.jretai.2019.10.004
ISSN:0022-4359
Erschienen in:Journal of retailing
Publisher:Elsevier
Place of publication:Amsterdam
Document Type:Journal article
Language:English
Publication year:2019
Volume:95
Issue:4
Page Number:12
First Page:158
Last Page:169
DDC classes:380 Handel, Kommunikation, Verkehr
Open access?:Nein
Licence (German):License Logo  In Copyright - Urheberrechtlich geschützt