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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/21747

Title: The effect of crossmodal congruency between ambient scent and the store environment on consumer reactions
Authors: Adams, Carmen
Doucé, Lieve
Issue Date: 2016
Publisher: M. Jeusfeld c/o Redaktion Sun SITE, Informatik V
Citation: Proceedings of the 45th EMAC
Series/Report: CEUR Workshop Proceedings
Abstract: 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 crossmodally congruent with the store, a scent crossmodally incongruent with the store and a no scent condition were compared. Results revealed that crossmodal congruency between store and ambient scent leads to higher approach behaviour. Furthermore, positive effects were found when comparing the congruent scent with the no scent condition on pleasure, store (environment) evaluation, and word-of-mouth. It is therefore proposed to include crossmodal congruency between ambient scent and store environment as a criteria when selecting an ambient scent.
Notes: This paper received the following award: "Best Paper of the Conference based on a Doctoral Work"
URI: http://hdl.handle.net/1942/21747
ISBN: 9788282472845
ISSN: 1613-0073
Category: C1
Type: Proceedings Paper
Appears in Collections: Research publications

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