The Semantic and Aesthetic Impact of Smell on Touch

Cindy Caldara, University of Grenoble, France
Ryan S. Elder, University of Michigan, USA
Aradhna Krishna, University of Michigan, USA
We contribute to the literature on multisensory interactions within consumer behavior by showing the semantic and sensory aesthetic impact of smell on touch. Across two studies we show that the scent of a product can impact haptic perceptions, with these effects being moderated by the level of congruity and semantic associations between the sensory stimuli.
[ to cite ]:
Cindy Caldara, Ryan S. Elder, and Aradhna Krishna (2011) ,"The Semantic and Aesthetic Impact of Smell on Touch", 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.