|dc.description.abstract||This research aims to investigate whether giving customers control over the sensory
cues can drive a higher willingness-to-pay (WTP) for luxury products in an online
retail context. We assume that luxury brands can increase their consumers’ WTP
through two pathways: 1) by increasing the number of sensory cues of the online
store interface, 2) by providing consumers with control over the given sensory cues.
In order to test these assumptions, we conducted an online survey experiment. We
found empirical evidence suggesting that giving participants control over the
audiovisual cue (i.e., brightness and volume interplay) yields a higher WTP than
the visual cue (i.e., brightness) alone. The findings contribute to bridging the gap
between the fields of multisensory marketing and customer co-creation, as well as
providing managerial insights on implementing the visual and auditory components
in the online retail context.
Keywords: Multisensory Marketing; Sensory Stimuli; Multisensory Integration;
Co-creation; Sensory Control; Online Retail; Willingness-to-Pay; Luxury Brands||en_US