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.
| Author of HS Reutlingen | Kühnl, Christina |
|---|---|
| DOI: | https://doi.org/10.1016/j.jretai.2019.10.004 |
| ISSN: | 0022-4359 |
| Published 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): |  In Copyright - Urheberrechtlich geschützt |
