11/30/2022 0 Comments Soundtrack ost yu lun keAdditionally, the presence of crossmodally congruent background music leads to more positive consumer reactions than the presence of crossmodally incongruent background music, independent of the shopping goal. no music) has a positive effect on experiential browsers and no adverse effect on goal-directed searchers. Conversely, crossmodally congruent background music (vs. no music) leads to more positive consumer reactions for experiential browsers and more negative consumer reactions for goal-directed searchers. Our results show that crossmodally incongruent background music (vs. goal-directed searching) and a music condition (no music, crossmodally congruent music, or crossmodally incongruent music). An online experiment was conducted with 239 respondents randomly assigned to a shopping goal (experiential browsing vs. Previous research showed that low task-relevant atmospheric cues like music can have a negative effect on consumers when they visit a website with a purchase goal in mind. The present study aims (1) to examine whether congruency via multiple elicited crossmodal correspondences between background music and the online store environment (e.g., perceived lightness, loudness, and coldness of the cue/environment) leads to more positive affective, evaluative, and behavioral consumer reactions and (2) to investigate the moderating role of shopping goals on this crossmodal congruency effect. Despite the robust evidence that congruent background music in the physical store environment positively affects consumer reactions, less is known about its effects in an online context.
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