The Effect of Crossmodal Congruency Between Ambient Scent and the Store Environment on Consumer Reactions: An Abstract Universiteit Hasselt
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 ...