Consumer responses to combined arousal-inducing stimuli

Gopal Das and Henrik Hagtvedt

International Journal of Research in Marketing, 2016, vol. 33, issue 1, 213-215

Abstract: With a field study and a lab experiment, this research replicates and extends Mattila and Wirtz's (2001) finding that ambient stimuli are perceived more positively when their arousing qualities match versus mismatch. Relying on different in-store stimuli combinations (music, voice, visual images), results reveal a U-shaped pattern in which two high-arousal or two low-arousal stimuli jointly produce a more favorable influence on consumer evaluations of the store environment than do mixes of high-arousal and low-arousal stimuli. The effect is mediated by perceived fit.

Keywords: Arousal; Sensory marketing; aesthetics; Evaluation; Retail environment (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:33:y:2016:i:1:p:213-215

DOI: 10.1016/j.ijresmar.2015.11.003

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