Sound in mode on: how sound stimuli influence customer engagement?

Abstract

[EN] The objectives of this research are as follows: (i) to study whether the presence of sound stimuli influences customer engagement; (ii) to assess this effect on different dimensions of customer engagement (sensory experience, approach-avoidance response, and emotional response); and (iii) to study whether product type and customer involvement moderate the effect of sound on customer engagement. This research analyzes the effect of two different sound stimuli for two different product types on two digital channels. The experimental design for Study 1 is a 2 sound (sound associated with the product vs. no sound) × 2 product type (hedonic vs. utilitarian) displayed in a social network (Instagram) environment. The experimental design for Study 2 is a 2 sound (voiceover vs. no sound) × 2 product type (hedonic vs. utilitarian) displayed in a blog. Both studies additionally incorporate measured variables, with a particular focus on customer involvement (low and high). A total of 512 participants interacted with a condition and then completed a questionnaire. The presence of sound increases customer engagement in the sensory experience and approaching response. The interaction of sound (voice-over) and the hedonic product positively influences the emotional response, and customer involvement negatively moderates the influence of sound on the sensory experience.