The Effect of High, Partial, and Low Multisensory Congruity between Light and Scent on Consumer Evaluations and Approach Behavior Hasselt University
Ambient 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 ...