Crossmodal Congruency Between Background Music and the Online Store Environment: The Moderating Role of Shopping Goals.

ABSTRACT: 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. 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. 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. An online experiment wa

SUBMITTER: Douce L 

PROVIDER: S-EPMC9171074 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature