Person-place congruency - The interactive effects of shopper style and atmospherics on consumer expenditures

A person-place congruency framework is proposed that predicts more affectively charged atmospherics, such as background music, will positively affect impulsive shoppers, whereas atmospherics that tend to facilitate more cognitive consumer processing, such as ambient scent, will positively affect contemplative shoppers. Expectations are supported in a large-scale field study (N = 774).