The Multisensory Nature of a Retail Store and Joint Effects of Cues

Arto Lindblom ()
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Arto Lindblom: Aalto University

Chapter Chapter 5 in Sensory Marketing in Retail, 2023, pp 137-156 from Springer

Abstract: Abstract This chapter delves into the multisensory nature of retail stores and discusses how our senses interact when we face multiple cues simultaneously. The chapter highlights the meaning of multisensory integration and cross-modal interaction while also explaining that excessive use of sensory cues can cause sensory overload. The chapter also demonstrates the idea of cue (in)congruence and introduces the seesaw effect, which refers to a situation where increasing pleasantness of the store by congruent cues decreases the arousal levels of consumers, while using incongruent cues to increase consumers’ arousal levels decreases the pleasantness of the store. The chapter emphasises the importance of holistic thinking in managing cue (in)congruence.

Keywords: Multisensory cues; Cue combinations; Joint effects; Multisensory integration; Cross-modal interaction; Sensory overload; Cue congruence; Cue incongruence (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-47515-3_5

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DOI: 10.1007/978-3-031-47515-3_5

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