Don't ignore the floor: Exploring multisensory atmospheric congruence between music and flooring in a retail environment

Imschloß, Monika; Kuehnl, Christina

doi:10.1002/mar.21033

Cited by 48 publications

(54 citation statements)

References 86 publications

(174 reference statements)

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“…These results further confirm that consumers perceive products promoted using metaphors as more innovative but less socially responsible, such that metaphors boost product choice when brands are positioned as innovative but decrease it when they are positioned as socially responsible. These findings align with extant studies of brand element congruity (Cian et al, 2014;Imschloss & Kuehnl, 2017;Keller, 1993;Krishna et al, 2010;Lam et al, 2017;Luffarelli, Stamatogiannakis, et al, 2019;Mishra et al, 2015).…”

Section: Discussionsupporting

confidence: 87%

More innovative but less socially responsible: The influence of using metaphors in marketing communications on product perception, choice, and adoption intention

Luffarelli

Feiereisen

Zoghaib

2021

Psychology and Marketing

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Metaphors appear frequently in marketing communications. Prior literature evokes various positive outcomes of using metaphors to promote products but offers relatively limited insights into the potentially negative effects of this rhetorical figure on product perception, product choice, and adoption intention. Building on processing fluency theory, the authors investigate benefits and drawbacks of using metaphors to promote products. The results of eight studies reveal that, compared with literal claims, metaphors can make products appear more innovative but also less socially responsible. A dual process explains these effects on product perception: consumers tend to view products promoted with metaphors as more unfamiliar and thus innovative, but also as more untrustworthy and thus less socially responsible. In a further step, by examining whether using metaphors to promote products increases or decreases product choice and adoption intentions, the authors find increased product choice for brands with innovative personalities but diminished product choice for brands with socially responsible personalities. Using metaphors also boosts the adoption intentions of consumers who value innovativeness in products but lowers these intentions among consumers who value social responsibility. These findings offer novel insights into the effects of metaphors, along with actionable recommendations for practitioners.

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Section: Discussionsupporting

confidence: 87%

More innovative but less socially responsible: The influence of using metaphors in marketing communications on product perception, choice, and adoption intention

Luffarelli

Feiereisen

Zoghaib

2021

Psychology and Marketing

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“…Nevertheless, managers can indirectly influence visual-tactile interplay by considering congruency between the sensory cues. It can be achieved by considering color, shape and texture of packaging to ensure the fit between visual and tactile cues (Littel and Orth, 2013), which persuasively appeal consumers (Imschloss and Kuehnl, 2017; Peck and Wiggins Johnson, 2011). Moreover, firms are suggested to implement a cross-functional approach when working with visual and tactile cues to enhance understanding for leaders and managers.…”

Section: Discussionmentioning

confidence: 99%

“…The issues of measuring cues are still present and require considerable development in research (Krishna, 2012). However, multisensory interplay research in marketing has shown to have great benefits in terms of consumer evaluations, purchase behaviors, as well as in brand experience (Imschloss and Kuehnl, 2017; Rodrigues, 2017).…”

Section: Theoretical Underpinningmentioning

confidence: 99%

Seeing through touch: a conceptual framework of visual-tactile interplay

Eklund

Helmefalk

2018

JPBM

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Purpose The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts. Design/methodology/approach This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology. Findings The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers’ cognition, emotions and behaviors. Research limitations/implications A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses. Practical implications This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers’ cognitive, emotional and behavioral responses. Originality/value This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.

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“…This topic has been studied in marketing during decades (Kotler, 1973), but now includes so many climate elements that make necessarily more research to understand the impact of each feature separately and under which conditions it is more effective. The study of environmental elements in retail settings includes studies such as the congruence between music and flooring (Imschloss & Kuehnl, 2017) or weather harmony and its influence on store satisfaction and re-patronage intention (Garaus, 2017).…”

Section: Positivist Consumer Behavior Researchmentioning

confidence: 99%

Consumer Behavior Research: Theoretical and Methodological Paradigms Trending

Angulo¹,

Agustiniana²,

Roldán³

2020

Temas Y Métodos De Investigación en Negocios, Administración, Mercadeo Y Contaduría

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The purpose of this chapter is to become a guide for future research agenda that allows researchers in marketing and other disciplines to find a way to drive research studies in consumer behavior. The text provides an interpretative analysis of the latest editorials, reviews and research articles published in top-tier consumer research journals. Journals such as the International Journal of Consumer Studies, Journal of Consumer Affairs, Journal of Consumer Behavior, Journal of Consumer Culture, Journal of Consumer Psychology, Journal of Consumer Research, and Psychology & Marketing among others were selected to offer a broad view of the challenges and research opportunities in this growing research area. Analyzed papers have been grouped by common topics into five theoretical streams (homoeconomicus, psychodynamic, behavioral, cognitive, and humanistic) and two methodological perspectives (positivist, interpretive). Results suggest strong affinity in recent papers to cognitive-humanistic-interpretive research focus, with online consumer behavior, transformative and culture consumer behavior and green consumption as main and commonly treated topics. Conclusions and future perspectives on consumer behavior research are, also presented.

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Don't ignore the floor: Exploring multisensory atmospheric congruence between music and flooring in a retail environment

Cited by 48 publications

References 86 publications

More innovative but less socially responsible: The influence of using metaphors in marketing communications on product perception, choice, and adoption intention

More innovative but less socially responsible: The influence of using metaphors in marketing communications on product perception, choice, and adoption intention

Seeing through touch: a conceptual framework of visual-tactile interplay

Consumer Behavior Research: Theoretical and Methodological Paradigms Trending

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