Congruency of scent and lighting as a driver of in-store evaluations and behavior.

• Main Authors: Koh, Su Huay., Lin, Jiayi., Tan, Debbie An Hui.
• Other Authors: Wayne Kwan
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/15098
• Institution: Nanyang Technological University

While previous studies have extensively examined the individual effects of environmental stimuli on the store environment and store evaluation, few researches have studied the interaction effects between environmental stimuli. In this report, we extend the notion of Gestalt psychology to consumers’...