Of Dollars and Senses - Does Multisensory Marketing Pay Off?

Homburg, Christian ; Imschloß, Monika ; Kühnl, Christina

URL: https://www.bwl.uni-mannheim.de/media/Einrichtunge...
Document Type: Working paper
Year of publication: 2012
The title of a journal, publication series: IMU Research Insights
Volume: 009
Place of publication: Mannheim
Publishing house: Institut für Marktorientierte Unternehmensführung, Universität Mannheim
Publication language: English
Institution: Außerfakultäre Einrichtungen > Institut für Marktorientierte Unternehmensführung (IMU)
Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 650 Management
Abstract: Examine how combinations of two or three arousal (in-) congruent sensory stimuli affect willingness to pay, attitude toward the product, and purchase intention (high vs. low arousal music, scent or color). Arousal as an attribute inherent to every sensory stimulus is a dimension easy to control for retailers.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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