Crossmodal Congruency Between Background Music and the Online Store Environment: The Moderating Role of Shopping Goals
Despite the robust evidence that congruent background music in the physical store environment positively affects consumer reactions, less is known about its effects in an online context. The present study aims (1) to examine whether congruency via multiple elicited crossmodal correspondences between...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-05-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.883920/full |