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Consumer responses to combined arousal-inducing stimuli

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  • Das, Gopal
  • Hagtvedt, Henrik

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.

Suggested Citation

  • Das, Gopal & Hagtvedt, Henrik, 2016. "Consumer responses to combined arousal-inducing stimuli," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 213-215.
    • Handle: RePEc:eee:ijrema:v:33:y:2016:i:1:p:213-215
    DOI: 10.1016/j.ijresmar.2015.11.003
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    References listed on IDEAS

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    1. Theodore J. Noseworthy & Fabrizio Di Muro & Kyle B. Murray, 2014. "The Role of Arousal in Congruity-Based Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1108-1126.
    2. Theodore J. Noseworthy & Fabrizio Di Muro & Kyle B. Murray, 2014. "The Role of Arousal in Congruity-Based Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1108-1126.
    3. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1992. "The Role of Optimum Stimulation Level in Exploratory Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 434-448, December.
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    Cited by:

    1. Dipayan Biswas & Kaisa Lund & Courtney Szocs, 2019. "Sounds like a healthy retail atmospheric strategy: Effects of ambient music and background noise on food sales," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 37-55, January.
    2. Knoeferle, Klemens M. & Paus, Vilhelm Camillus & Vossen, Alexander, 2017. "An Upbeat Crowd: Fast In-store Music Alleviates Negative Effects of High Social Density on Customers’ Spending," Journal of Retailing, Elsevier, vol. 93(4), pages 541-549.
    3. Yan, Li & Murray, Kyle B., 2023. "The motivational dynamics of arousal and values in promoting sustainable behavior: A cognitive energetics perspective," International Journal of Research in Marketing, Elsevier, vol. 40(3), pages 679-699.
    4. Haoying Han & Noman Sahito & Thuy Van Thi Nguyen & Jinsoo Hwang & Muhammad Asif, 2019. "Exploring the Features of Sustainable Urban Form and the Factors that Provoke Shoppers towards Shopping Malls," Sustainability, MDPI, vol. 11(17), pages 1-20, September.
    5. Roy, Rajat & Das, Gopal, 2022. "The role of contextual factors in increasing Pay-What-You-Want payments: Evidence from field experiments," Journal of Business Research, Elsevier, vol. 139(C), pages 1540-1552.
    6. Das, Gopal & Wiener, Hillary J.D. & Kareklas, Ioannis, 2019. "To emoji or not to emoji? Examining the influence of emoji on consumer reactions to advertising," Journal of Business Research, Elsevier, vol. 96(C), pages 147-156.

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