Cross-modal congruency effects in online service settings: a telepresence – stereotype content perspective
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DOI: 10.1108/jsm-06-2024-0274
Abstract: Purpose This study aims to integrate research on multimodal congruency with the stereotype-content model to offer a novel explanation of why and when consumers respond favorably to vision-sound congruency in online service settings. Design/methodology/approach A… read more here.
Keywords: cross modal; congruency; service; modal congruency ... See more keywords