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Does music really work? The two-stage audiovisual cross-modal correspondence effect on consumers’ shopping behavior

Author

Listed:
  • Shuai Yang

    (Donghua University)

  • Xinyu Chang

    (Donghua University)

  • Sixing Chen

    (Guangdong University of Foreign Studies South China Business College)

  • Shan Lin

    (Lewis University)

  • William T. Ross

    (University of Connecticut)

Abstract

In this research, we explore the impacts of cross-modal correspondence between sound frequency and color lightness on consumers’ shopping behavior. Compared to previous studies that relied on a stable single-stage information environment, our study is based on a two-stage (i.e., elimination and choice stages) cognitive model to account for the dynamic cross-modal correspondence effect on shopping behavior. After conducting two laboratory experiments and one field experiment, we find that although consumers tend to pay more attention to light (vs. dark) products in the high (vs. low)-frequency sound condition in the elimination stage, this effect is less salient at the choice stage. We further find that consumer involvement acts as a moderator. Specifically, the correspondence effect is attenuated for highly involved consumers.

Suggested Citation

  • Shuai Yang & Xinyu Chang & Sixing Chen & Shan Lin & William T. Ross, 2022. "Does music really work? The two-stage audiovisual cross-modal correspondence effect on consumers’ shopping behavior," Marketing Letters, Springer, vol. 33(2), pages 251-276, June.
    • Handle: RePEc:kap:mktlet:v:33:y:2022:i:2:d:10.1007_s11002-021-09582-8
    DOI: 10.1007/s11002-021-09582-8
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    References listed on IDEAS

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