In this research, we explore the impacts of cross-modal correspondence between sound frequency and color lightness on consumers’ shopping behavior. Compared to previous studies that relied on a stable single-stage information environment, our study is based on a two-stage (i.e., elimination and choice stages) cognitive model to account for the dynamic cross-modal correspondence effect on shopping behavior. After conducting two laboratory experiments and one field experiment, we find that although consumers tend to pay more attention to light (vs. dark) products in the high (vs. low)-frequency sound condition in the elimination stage, this effect is less salient at the choice stage. We further find that consumer involvement acts as a moderator. Specifically, the correspondence effect is attenuated for highly involved consumers.

在这项研究中，我们探讨了声音频率和颜色亮度之间的跨模态对应对消费者购物行为的影响。与以往依赖于稳定的单阶段信息环境的研究相比，我们的研究基于两阶段（即淘汰和选择阶段）认知模型来解释动态跨模态对应对购物行为的影响。经过两次实验室实验和一次现场实验，我们发现虽然消费者在淘汰阶段往往更关注高频（vs.低频）声音条件下的浅（vs.暗）产品，但这种影响不那么显着在选择阶段。我们进一步发现消费者的参与起到了调节作用。具体而言，对于高度参与的消费者，对应效应减弱。