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Congruency of scent and music as a driver of in-store evalutations and…
Congruency of scent and music as a driver of in-store evalutations and behaviour
Atmospherics influence consumer behavior
Pleasant environrment
Contributes to
Extra time
Unplanned shopping
2 pleasant cues
Music
Fast or slow tempo
Matching ambient
Might lead to higher evaluations of the store environment, more
positive behavioral responses and higher satisfaction levels and than mismatching
It is the total
configuration of stimuli that determines their responses to the environment
Gestalt theory
Holistic perspective
Environment perceived as a whole
Matching arousing dimensions
high/high or low/low arousal conditions
Dimensions
Physical
Emotional tone
People spent more time and money in a slow tempo
Preferential
Scent
Stimulating or relaxing
Dimensions
Quality of scent
Arousing nature
Intensity