The effect of crossmodal congruency between ambient scent and the store environment on consumer reactions

Conference object English OPEN
Adams, Carmen; Doucé, Lieve;
  • Publisher: Aachen

Previous research found that ambient scents used by retailers should be pleasant and product congruent. This paper proposes that an ambient scent should also be crossmodally congruent with the store environment. Crossmodal congruency refers to the shared crossmodal corr... View more
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