Sounds Big: the Cross-Modal Effects of Auditory Pitch on Product Perceptions

Michael Lowe, Texas A&M University, USA
Kelly Haws, Vanderbilt University, USA
This work examines the cross-modal correspondence of auditory pitch and physical size. Lower-pitch, whether from voice or background music, affects consumer perceptions of physical product size. These size perceptions, in turn, affect a number of other cognitions about the product and ultimately influence product attitudes and purchase intentions.
[ to cite ]:
Michael Lowe and Kelly Haws (2014) ,"Sounds Big: the Cross-Modal Effects of Auditory Pitch on Product Perceptions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 172-176.