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Crossmodal Congruency Between Background Music and the Online Store Environment: The Moderating Role of Shopping Goals Hasselt University
Despite the robust evidence that congruent background music in the physical store environment positively affects consumer reactions, less is known about its effects in an online context. The present study aims (1) to examine whether congruency via multiple elicited crossmodal correspondences between background music and the online store environment (e.g., perceived lightness, loudness, and coldness of the cue/environment) leads to more positive ...
Sensory overload in a shopping environment: Not every sensory modality leads to too much stimulation Hasselt University
Retailers 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 ...
On the localization of tastes and tasty products in 2D space Hasselt University
People map different sensory stimuli, and words that describe/refer to those stimuli, onto spatial dimensions in a manner that is non-arbitrary. Here, we evaluate whether people also associate basic taste words and products with characteristic tastes with a distinctive location (e.g., upper right corner) or a more general direction (e.g., more right than left). Based on prior research on taste and location valence, we predicted that sweetness ...
Exploiting Crossmodal Correspondences: Can the Perceived Shape of an Ambient Scent Influence the Perceived Shape of a Product, a Scene, or an Actual Space? Hasselt University
Crossmodal correspondences refer to the tendency for features in one sensory modality to be matched or associated with sensory features in another sensory modality (Spence, 2012). For example, some scents are perceived as “round” (e.g., rose), while other scents are perceived as “angular” (e.g., rosemary). In a series of experiments, we 36 Perception 48(2S) investigated the role of ambient scents with different crossmodal correspondences when ...
What experience unfolds between the senses? Crossmodal correspondences in a retail context. Hasselt University
What's in a scent? Meaning, shape, and sensorial concepts elicited by scents Hasselt University
When selecting an ambient scent to be diffused in a store, one can focus on pleasantness of the scent, congruency of the scent with product category, or a variety of concepts that can be the basis for congruency between scent and other atmospheric elements. However, more information is needed concerning the concepts from which congruency could be sought. This paper studies the strength and direction of 19 bipolar concepts related to meaning, ...
The Effect of Crossmodal Congruency Between Ambient Scent and the Store Environment on Consumer Reactions: An Abstract Hasselt University
Ambient scents used by retailers should be pleasant and appropriate. This paper proposes that an ambient scent should also be crossmodally congruent with the 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 ambient scent and the store environment. In this study, a scent crossmodally ...
The effect of crossmodal congruency between ambient scent and the store environment on consumer reactions Hasselt University
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 ...
Tasting the smell: Effects of ambient scent on scent experts' evaluations of (in)congruent food products Hasselt University
This research studies the effect of scent expertise (laymen vs. novice experts vs. experts) on product and taste evaluations of three products that are (in)congruent with an ambient scent and examines whether this effect is mediated by these groups' awareness of scents in their environment and by how well they are able to identify different scents. Results show that novice experts and experts evaluate an incongruent product less positively than ...