Multisensory Brand Search: How the Meaning of Sound Guides Consumers’ Visual Attention
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.
Citation:
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 552-553.
Authors
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
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships
Ankita Kumar, University of Wisconsin - Madison, USA
Featured
The Impact of Price and Size Comparisons on Consumer Perception and Choice
Jun Yao, Macquarie University, Australia
Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia
Featured
H3. Does the Style Looks More Expensive? The Effect of Visual Complexity on Luxury Perception of Art Infused Products
Cheng Gao, Nanjing University
Chunqu Xiao, Nanjing University
Kaiyuan Xi, Nanjing University
Hong Zhu, Nanjing University