Don't ignore the floor: Exploring multisensory atmospheric congruence between music and flooring in a retail environment
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In: Psychology and Marketing, Vol. 34, No. 10, 01.10.2017, p. 931-945.
Research output: Journal contributions › Journal articles › Research › peer-review
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TY - JOUR
T1 - Don't ignore the floor
T2 - Exploring multisensory atmospheric congruence between music and flooring in a retail environment
AU - Imschloss, Monika
AU - Kuehnl, Christina
PY - 2017/10/1
Y1 - 2017/10/1
N2 - 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.
AB - 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.
KW - flooring
KW - fluency
KW - multisensory atmospheric congruence
KW - retail store design
KW - store atmosphere
KW - Management studies
UR - http://www.scopus.com/inward/record.url?scp=85029223908&partnerID=8YFLogxK
U2 - 10.1002/mar.21033
DO - 10.1002/mar.21033
M3 - Journal articles
AN - SCOPUS:85029223908
VL - 34
SP - 931
EP - 945
JO - Psychology and Marketing
JF - Psychology and Marketing
SN - 0742-6046
IS - 10
ER -