Multisensory Brand Search: How the Meaning of Sound Guides Consumers’ Visual Attention

Klemens Knoeferle, BI Norwegian Business School, Norway
Pia Knoeferle, University of Bielefeld, Germany
Carlos Velasco, University of Oxford, United Kingdom
Charles Spence, University of Oxford, United Kingdom
Across three experiments, consumers’ brand search was facilitated by spatially non-informative sounds associated with the target brand. Response latencies and eye movements to the target brand were faster in the presence of congruent (vs. no) sound. This crossmodal facilitation effect held even for newly-learnt associations between brands and sonic logos.
[ to cite ]:
Klemens Knoeferle, Pia Knoeferle, Carlos Velasco, and Charles Spence (2014) ,"Multisensory Brand Search: How the Meaning of Sound Guides Consumers’ Visual Attention", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 552-553.