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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

Authors


Journal:
JOURNAL OF CONSUMER PSYCHOLOGY
Volume:
22
Issue:
1
Pages:
37-54
Publication date:
2012-01-01
DOI:
ISSN:
1057-7408
Source identifiers:
331017
Language:
English
Keywords:
Pubs id:
pubs:331017
UUID:
uuid:679803de-ea10-458e-bb91-60e61d57be45
Local pid:
pubs:331017
Deposit date:
2012-12-19

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