The Effect of Crossmodal Congruency Between Ambient Scent and the Store Environment on Consumer Reactions: An Abstract

Conference object English OPEN
Adams, Carmen; Doucé, Lieve;

Ambient scents used by retailers should be pleasant and appropriate. This paper proposes that an ambient scent should also be crossmodally congruent with the store environment. Crossmodal congruency refers to the crossmodal correspondences (i.e., the tendency of one sen... View more
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