Imschloss, Monika and Kuehnl, Christina (2017). Don't ignore the floor: Exploring multisensory atmospheric congruence between music and flooring in a retail environment. Psychol. Mark., 34 (10). S. 931 - 946. HOBOKEN: WILEY. ISSN 1520-6793

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Abstract

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.

Item Type: Journal Article
Creators:
CreatorsEmailORCIDORCID Put Code
Imschloss, MonikaUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
Kuehnl, ChristinaUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
URN: urn:nbn:de:hbz:38-217118
DOI: 10.1002/mar.21033
Journal or Publication Title: Psychol. Mark.
Volume: 34
Number: 10
Page Range: S. 931 - 946
Date: 2017
Publisher: WILEY
Place of Publication: HOBOKEN
ISSN: 1520-6793
Language: English
Faculty: Unspecified
Divisions: Unspecified
Subjects: no entry
Uncontrolled Keywords:
KeywordsLanguage
IN-STORE MUSIC; BACKGROUND MUSIC; PROCESSING FLUENCY; HAPTIC INFORMATION; SHOPPING BEHAVIOR; SELF-VALIDATION; OLFACTORY CUES; BRAND; CONFIDENCE; TOUCHMultiple languages
Business; Psychology, AppliedMultiple languages
Refereed: Yes
URI: http://kups.ub.uni-koeln.de/id/eprint/21711

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