Softness in the Ear: How Musical Sophistication Influences the Interaction Between Music and Expected Haptic Softness

Maximilian Gaerth, University of Mannheim, Germany
Haiming Hang, University of Bath, UK
This research investigates the impact of musical sophistication on the interaction between music and expected haptic softness. While our results suggest that soft (vs. hard) music increases the expected haptic softness for products for which haptic softness is diagnostic, we show that musically sophisticated people are better at recoding music into semantic associations related to haptic softness.
[ to cite ]:
Maximilian Gaerth and Haiming Hang (2016) ,"Softness in the Ear: How Musical Sophistication Influences the Interaction Between Music and Expected Haptic Softness", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 445-446.