Experimental atmospherics: a multi-sensory perspective

Purpose Atmospherics is undoubtedly a multi-sensory concept, despite mostly being studied on sense-by-sense basis by architects, sensory marketers and urban designers alike. That is, our experience nearly always the result of cross-modal/multi-sensory interactions between what we see, hear, smell feel in given space. As such, it critical that researchers study senses concert. said, few empirical studies have attempted to assess impact deliberately combining retail/health-care environment typically failed deliver boost (or sales) science predicts ought be observed. Invoking notions processing fluency, overload (in-) congruency field atmospherics may help explain happened went wrong) such cases. Design/methodology/approach Critical review literature marketing, highlighting various difficulties interpretation challenges accepted conclusions. Findings fundamentally cross-modal are rule, not exception. need context. Originality/value This commentary highlights for consider from multi-sensory, rather than perspective.