The Effect of Semantic Congruence Between Color and Music on Product Evaluation

In this study, we document the amplifying effect of multisensory semantic congruence between color and music. In the context of e-book site and cosmetic store environment evaluation, the semantic association between color and music led to more favorable brand attitudes.


Chang Yeop Shin, Nara Youn, and Yun Lee (2012) ,"The Effect of Semantic Congruence Between Color and Music on Product Evaluation", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 354-356.


Chang Yeop Shin, Hongik University, Seoul, Korea
Nara Youn, Hongik University, Seoul, Korea
Yun Lee, University of Iowa, Iowa City, USA


AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012

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