Journal article icon

Journal article

Crossmodal compensation: sensory discomfort affects consumer preferences across modalities

Abstract:

Consumers are frequently exposed to uncomfortable sensory circumstances (e.g., hot weather and noise pollution), yet little research has examined how such discomfort might systematically shape preferences. Drawing from research on crossmodal associations, we propose and empirically support a discomfort-driven crossmodal compensation effect in which consumers exposed to uncomfortable atmospheric sensations in one modality (e.g., loud noise) compensate through product choices across other modal...

Expand abstract
Publication status:
Published
Peer review status:
Peer reviewed

Actions


Access Document


Publisher copy:
10.1002/mar.22019

Authors


More by this author
Institution:
University of Oxford
Division:
SSD
Department:
Saïd Business School
Role:
Author
Publisher:
Wiley
Journal:
Psychology and Marketing More from this journal
Publication date:
2024-05-08
Acceptance date:
2024-04-30
DOI:
EISSN:
1520-6793
ISSN:
0742-6046
Language:
English
Keywords:
Pubs id:
1993816
Local pid:
pubs:1993816
Deposit date:
2024-05-01

Terms of use


Views and Downloads






If you are the owner of this record, you can report an update to it here: Report update to this record

TO TOP