1,721,083 research outputs found
The Effect of Autonomous Sensory Meridian Response (ASMR) Ads on Consumer Reactions - Abstract
No full textAtmospherics in retail: The effect of multisensory congruity between light and scent via multiple versus single sensory attributes on consumer reactions
No full textAmbient light is inherent in the store environment, making research on the interaction effects between light and other atmospheric cues crucial to understanding how the store environment can affect consumers. This study extends existing research on multisensory congruity effects between atmospheric cues by examining whether multiple sensory associations (i.e., warmth and brightness) of ambient cues (i.e., light and scent) must match to create positive effects on consumer evaluations and behavior or whether a match of only one sensory association is sufficient. Previous research operationalized multisensory congruity primarily via the match on one specific association; however, the results of our two studies show that matching ambient light and scent (compared to a mismatch between the stimuli or compared to only one ambient cue) only led to enhanced evaluations and approach behavior when these stimuli were matched on both their perceived association with a warm or cold temperature and with a dim or bright illuminance level. Our research supports the importance of perceiving the store environment holistically and suggests that the description and selection of an atmospheric cue to create positive congruity effects on consumer evaluations and behavior is quite complex
The Effect of Autonomous Sensory Meridian Response (ASMR) Ads on Consumer Reactions - Abstract
No full text
A Qualitative Research on the Effect of Visuals Triggering Different Sensations on Consumers’ Attention Towards and Preference for Instagram Posts
No full textA Qualitative Research on the Effect of Visuals Triggering Different Sensations on Consumers’ Attention Towards and Preference for Instagram Posts
No full textSensory overload in a shopping environment: Not every sensory modality leads to too much stimulation
No full textRetailers use atmospheric cues to trigger emotional reactions that enhance consumer behavior. However, introducing cues into a store environment may also trigger sensory overload, due to too much stimulation. This study aims to examine the effects of adding high arousal atmospheric cues in a store environment on affective reactions, approach behavior, and evaluations by making use of different methods (i.e., two lab experiments and one field experiment), by adding various types of atmospheric cues (i.e., cues processed in higher senses versus processed in lower senses), and by differentiating the order in which they are added. Results reveal that when a third high arousal cue is added sensory overload (i.e., rise in perceived arousal and decrease in perceived pleasantness) occurs under the condition that this third cue is processed by a higher sense (i.e. visual or auditory sense). Furthermore, a decrease in approach behavior and evaluations is also observed when these conditions are met. Mediation analyses indicate that this effect on evaluations is mediated by pleasure and approach behavior. The research presented extends previous findings by investigating possible predictors (i.e., number of cues as well as type of cues) of the momentum where sensory overload may take place.Douce, L (corresponding author), Hasselt Univ, Fac Business Econ, Dept Mkt & Strategy, Campus Diepenbeek,Agoralaan Bldg D, BE-3590 Diepenbeek, Belgium.
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The Effect of High, Partial, and Low Multisensory Congruity between Light and Scent on Consumer Evaluations and Approach Behavior
No full textAmbient light is inherent in the store environment, making research on the interaction effects between light and other atmospheric cues crucial to understanding how the store environment can affect consumers. This study extends existing research on multisensory congruity effects between atmospheric cues by examining whether multiple sensory associations (i.e., warmth and brightness) of ambient cues (i.e., light and scent) must match to create positive effects on consumer evaluations and behavior or whether a match of only one sensory association is sufficient. Previous research operationalized multisensory congruity primarily via the match on one specific association; however, the results of our two studies show that matching ambient light and scent (compared to a mismatch between the stimuli or compared to only one ambient cue) only led to enhanced evaluations and approach behavior when these stimuli were matched on both their perceived association with a warm or cold temperature and with a dim or bright illuminance level. Our research supports the importance of perceiving the store environment holistically and suggests that the description and selection of an atmospheric cue to create positive congruity effects on consumer evaluations and behavior is quite complex
Online Sensory Marketing: The Crossmodal Effect Of Background Music And The Look And Feel Of A Webshop On Consumer Reactions
No full textWhen consumers shop online, it is primarily their visual sense that is being triggered. With technology under development to also provide an experience in the olfactory, taste and haptic sense, this paper investigates the added value of background music in the online store environment. In particular, a study is conducted with three conditions: a no music condition, a condition with music which is crossmodally incongruent with the online store environment and a condition with music crossmodally congruent with the online store environment. Crossmodal congruency refers to the crossmodal correspondences (i.e., the tendency of one sensory attribute to be associated with an attribute in another sense) that are shared between the music and the online store environment. Although both musical pieces used were considered as pleasant, consumer reactions were not more positive when compared to the no music condition. Interesting, the value of the money spent in the no music condition was significantly higher than in both musical conditions. The incongruent music condition, however, did lead to significantly lower consumer reactions for the other variables measured (i.e., pleasure, arousal and store environment evaluation) when compared to the no music and congruent music condition
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