Please use this identifier to cite or link to this item:
http://hdl.handle.net/1942/21747
Title: | The effect of crossmodal congruency between ambient scent and the store environment on consumer reactions | Authors: | ADAMS, Carmen DOUCE, Lieve |
Issue Date: | 2016 | Publisher: | M. Jeusfeld c/o Redaktion Sun SITE, Informatik V | Source: | Proceedings of the 45th EMAC | Series/Report: | CEUR Workshop Proceedings | Abstract: | Previous research found that ambient scents used by retailers should be pleasant and product congruent. This paper proposes that an ambient scent should also be crossmodally congruent with the store environment. Crossmodal congruency refers to the shared crossmodal correspondences (i.e., tendency of a sensory attribute to be associated with an attribute in another sense) of the ambient scent and the store environment. In this study, a scent crossmodally congruent with the store, a scent crossmodally incongruent with the store and a no scent condition were compared. Results revealed that crossmodal congruency between store and ambient scent leads to higher approach behaviour. Furthermore, positive effects were found when comparing the congruent scent with the no scent condition on pleasure, store (environment) evaluation, and word-of-mouth. It is therefore proposed to include crossmodal congruency between ambient scent and store environment as a criteria when selecting an ambient scent. | Notes: | This paper received the following award: "Best Paper of the Conference based on a Doctoral Work" | Keywords: | ambient scent; crossmodal congruency; store atmospherics | Document URI: | http://hdl.handle.net/1942/21747 | ISBN: | 9788282472845 | Category: | C1 | Type: | Proceedings Paper | Validations: | vabb 2018 |
Appears in Collections: | Research publications |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
THE EFFECT OF CROSSMODAL CONGRUENCY BETWEEN AMBIENT SCENT AND THE STORE ENVIRONMENT ON CONSUMER REACTIONS.pdf | Peer-reviewed author version | 338.92 kB | Adobe PDF | View/Open |
Page view(s)
36
checked on Sep 7, 2022
Download(s)
26
checked on Sep 7, 2022
Google ScholarTM
Check
Altmetric
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.