The Sounds of Brands: Effects on Choice

Gaby Schellekens, Erasmus University Rotterdam, The Netherlands
Peeter Verlegh, Erasmus University Rotterdam, The Netherlands
This research examined the indirect effects of auditory cues on brand choice. More specifically, we studied how unobtrusive exposure to an auditory stimulus can enhance the mental accessibility of concepts related to this sound, as indicated by changes in consumer preference for a brand related to the activated concept.
[ to cite ]:
Gaby Schellekens and Peeter Verlegh (2011) ,"The Sounds of Brands: Effects on Choice", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.