Consumer responses to combined arousal-inducing stimuli

• Autores: Gopal Das Varma, Henrik Hagtvedt
• Localización: International journal of research in marketing, ISSN 0167-8116, Vol. 33, Nº 1, 2016, págs. 213-215
• Idioma: inglés
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• Resumen

  • Abstract With a field study and a lab experiment, this research replicates and extends Mattila and Wirtz's (2001) finding that ambient stimuli are perceived more positively when their arousing qualities match versus mismatch. Relying on different in-store stimuli combinations (music, voice, visual images), results reveal a U-shaped pattern in which two high-arousal or two low-arousal stimuli jointly produce a more favorable influence on consumer evaluations of the store environment than do mixes of high-arousal and low-arousal stimuli. The effect is mediated by perceived fit.