Publicaties

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 ...

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 ...

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 ...

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, ...

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 ...

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 ...

Sensory marketing can be an efficient way to involve consumers in the store environment. Diffusing a pleasant ambient scent that matches with the store setting is often used to create pleasant shopping experiences. The aim of this study is to extend scent marketing research: (1) by examining the effect of pleasant ambient scent on the different dimensions of customer value; and (2) by exploring whether product-scent incongruity can have a ...