IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-031-47515-3_5.html
   My bibliography  Save this book chapter

The Multisensory Nature of a Retail Store and Joint Effects of Cues

In: Sensory Marketing in Retail

Author

Listed:
  • Arto Lindblom

    (Aalto University)

Abstract

This chapter delves into the multisensory nature of retail stores and discusses how our senses interact when we face multiple cues simultaneously. The chapter highlights the meaning of multisensory integration and cross-modal interaction while also explaining that excessive use of sensory cues can cause sensory overload. The chapter also demonstrates the idea of cue (in)congruence and introduces the seesaw effect, which refers to a situation where increasing pleasantness of the store by congruent cues decreases the arousal levels of consumers, while using incongruent cues to increase consumers’ arousal levels decreases the pleasantness of the store. The chapter emphasises the importance of holistic thinking in managing cue (in)congruence.

Suggested Citation

  • Arto Lindblom, 2023. "The Multisensory Nature of a Retail Store and Joint Effects of Cues," Springer Books, in: Sensory Marketing in Retail, chapter 0, pages 137-156, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-47515-3_5
    DOI: 10.1007/978-3-031-47515-3_5
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-031-47515-3_5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.