Journal article
Multisensory brand search: How the meaning of sounds guides consumers' visual attention
- Abstract:
-
Building on models of crossmodal attention, the present research proposes that brand search is inherently multisensory, in that the consumers' visual search for a specific brand can be facilitated by semantically related stimuli that are presented in another sensory modality. A series of 5 experiments demonstrates that the presentation of spatially nonpredictive auditory stimuli associated with products (e.g., usage sounds or product-related jingles) can crossmodally facilitate consumers' vis...
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- Publication status:
- Published
- Peer review status:
- Peer reviewed
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Authors
Funding
Bielefeld University
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BI Norwegian Business School
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Bibliographic Details
- Publisher:
- American Psychological Association Publisher's website
- Journal:
- Journal of Experimental Psychology: Applied Journal website
- Volume:
- 22
- Issue:
- 2
- Pages:
- 196-210
- Publication date:
- 2016-06-01
- Acceptance date:
- 2016-02-03
- DOI:
- EISSN:
-
1939-2192
- ISSN:
-
1076-898X
- Pmid:
-
27295466
Item Description
- Language:
- English
- Keywords:
- Pubs id:
-
pubs:628357
- UUID:
-
uuid:b7b58ed9-440e-488a-b504-0f10bbf43e11
- Local pid:
- pubs:628357
- Source identifiers:
-
628357
- Deposit date:
- 2016-09-08
Terms of use
- Copyright holder:
- American Psychological Association
- Copyright date:
- 2016
- Notes:
- Copyright © 2016 American Psychological Association. This is the accepted manuscript version of the article. The final version is available online from American Psychological Association at: http://dx.doi.org/10.1037/xap0000084
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