From Bottom-Up to Top-Down in the Store Environment: Multisensuality Using the Example of Background Music

Georg Felser () and Patrick Hehn ()
Additional contact information
Georg Felser: Hochschule Harz
Patrick Hehn: Hochschule Harz

Chapter 4 in Multisensory in Stationary Retail, 2023, pp 59-79 from Springer

Abstract: Abstract Consumers react to external stimuli they encounter in store environments, especially if they are unexpected, novel, or salient. Often, however, consumers do not go shopping purely driven by stimuli, but rather driven by goals. In this case, they selectively pay attention to those stimuli that presumably bring them closer to their consumption goals. With the knowledge of the mechanisms of this goal-oriented top-down perception, retailers can design their assortment and the store environment in such a way that they become relevant for certain target groups. In the further course it will be shown, using the example of background music, that stimulus perception does not refer to individual characteristic expressions of environmental stimuli in isolation, but that multisensuality – entirely in the sense of Gestalt psychology – is an interaction of sensory perceptions. Finally, recommendations for musical design at the POS are derived from various studies on the effect of music.

Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-38227-8_4

Ordering information: This item can be ordered from
http://www.springer.com/9783658382278

DOI: 10.1007/978-3-658-38227-8_4

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().