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A sprinkle of emotions vs a pinch of crossmodality: Towards globally meaningful sonic seasoning strategies for enhanced multisensory tasting experiences

Abstract:

We report a study designed to determine the most efficient means of pursuing sonic seasoning in international marketing. For the first time, music chosen to trigger specific emotional responses was directly and cross-culturally compared with music chosen as crossmodally congruent with specific taste/flavors (the latter usually referred to as ‘sonic seasoning’).

The effects triggered by ‘emotional’ music were more prominent than those triggered by ‘crossmodally-corresponding’ music....

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Publication status:
Published
Peer review status:
Peer reviewed

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Publisher copy:
10.1016/j.jbusres.2020.04.055

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Division:
MSD
Department:
Experimental Psychology
Role:
Author
ORCID:
0000-0003-2111-072X
Publisher:
Elsevier
Journal:
Journal of Business Research More from this journal
Volume:
117
Pages:
389-399
Publication date:
2020-08-20
Acceptance date:
2020-04-26
DOI:
ISSN:
0148-2963
Language:
English
Keywords:
Pubs id:
1101737
Local pid:
pubs:1101737
Deposit date:
2020-04-26

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