Too Much Is Too Bad (11-24-20)

Douce and Adams studied combined sensory experiences in retail environments.  They report that their lab and field experiments indicate that “when a third high arousal cue is added sensory overload (i.e., rise in perceived arousal and decrease in perceived pleasantness) occurs under the condition that this third cue is processed by a higher sense (i.e. visual or auditory sense). Furthermore, a decrease in approach behavior and evaluations is also observed when these conditions are met. . . . Retailers, and other individuals responsible for the holistic experience of environments, should consequently remain attentive to the combined arousing qualities of all cues, especially if these cues are processed by the higher sense of sight and audition as well as when color(s) are a dominant factor. . . . If the target-arousal is high, then it could be that adding high arousal cues is appropriate and would not lead to a decrease in pleasure.”

Lieve Douce and Carmen Adams. 2020.  “Sensory Overload in a Shopping Environment:  Not Every Sensory Modality Leads to Too Much Stimulation.” Journal of Retailing and Consumer Services, vol. 57,  102154, https://doi.org/10.1016/j.jretconser.2020.102154