Does music really work? The two-stage audiovisual cross-modal correspondence effect on consumers’ shopping behavior

Shuai Yang (), Xinyu Chang (), Sixing Chen (), Shan Lin () and William T. Ross ()
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Shuai Yang: Donghua University
Xinyu Chang: Donghua University
Sixing Chen: Guangdong University of Foreign Studies South China Business College
Shan Lin: Lewis University
William T. Ross: University of Connecticut

Marketing Letters, 2022, vol. 33, issue 2, No 6, 276 pages

Abstract: Abstract In this research, we explore the impacts of cross-modal correspondence between sound frequency and color lightness on consumers’ shopping behavior. Compared to previous studies that relied on a stable single-stage information environment, our study is based on a two-stage (i.e., elimination and choice stages) cognitive model to account for the dynamic cross-modal correspondence effect on shopping behavior. After conducting two laboratory experiments and one field experiment, we find that although consumers tend to pay more attention to light (vs. dark) products in the high (vs. low)-frequency sound condition in the elimination stage, this effect is less salient at the choice stage. We further find that consumer involvement acts as a moderator. Specifically, the correspondence effect is attenuated for highly involved consumers.

Keywords: Cross-modal correspondence; Audiovisual; Two-stage cognitive model; Involvement; Eye-tracking experiment (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s11002-021-09582-8

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