Don't ignore the floor: Exploring multisensory atmospheric congruence between music and flooring in a retail environment

This study provides a new process explanation with consumers’ purchase‐related self‐confidence mediating these effects. Specifically, consumers in congruent rather than incongruent retail environments experience more purchase‐related self‐confidence, which in turn leads to more favorable product evaluations. Furthermore, this study shows that consumers with a low rather than a high preference for haptic information are influenced more by multisensory atmospheric congruence when evaluating a product haptically.
Source: Psychology and Marketing - Category: Psychiatry & Psychology Authors: Tags: RESEARCH ARTICLE Source Type: research