The Cross Model Effect of Attention on Preferences

Hao Shen, Chinese University of Hong Kong, China
Jaideep Sengupta, Hong Kong University of Science and Technology, China
Directing attention towards a particular direction in one sensory mode (e.g. audio) will increase the ease with which objects placed in that direction are processed even in other sensory modes (e.g. visual), thereby enhancing preferences for such objects. However, this effect reverses if the sound is negatively-valenced.
[ to cite ]:
Hao Shen and Jaideep Sengupta (2012) ,"The Cross Model Effect of Attention on Preferences", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 773-773.