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Journal article

Managing sensory expectations concerning products and brands: Capitalizing on the potential of sound and shape symbolism

Abstract:

In this article, the evidence demonstrating the existence of a variety of robust crossmodal correspondences between both sounds (phonetic speech sounds, tones, and other parameters of musical expression) and shapes, and the sensory attributes (specifically the taste, flavor, aroma, and oral-somatosensory attributes) of various foods and beverages is reviewed. The available research now clearly suggests that marketers can enhance their consumers' product experiences by ensuring that the sound ...

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Publication status:
Published

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Publisher copy:
10.1016/j.jcps.2011.09.004

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Journal:
JOURNAL OF CONSUMER PSYCHOLOGY
Volume:
22
Issue:
1
Pages:
37-54
Publication date:
2012-01-05
DOI:
ISSN:
1057-7408
URN:
uuid:679803de-ea10-458e-bb91-60e61d57be45
Source identifiers:
331017
Local pid:
pubs:331017

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