Softness in the Ear: How Musical Sophistication Influences the Interaction Between Music and Expected Haptic Softness
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.
Citation:
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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 445-446.
Authors
Maximilian Gaerth, University of Mannheim, Germany
Haiming Hang, University of Bath, UK
Volume
NA - Advances in Consumer Research Volume 44 | 2016
Share Proceeding
Featured papers
See MoreFeatured
Corporate Social Responsibility and Dishonest Consumer Behavior
In-Hye Kang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Featured
L1. The Effects of Cultural Syndromes on Customers’ Responses to Service Failures: A Perspective-Flexibility-Based Mechanism
Vincent Chi Wong, Lingnan University
Robert Wyer Jr., University of Cincinnati, USA
Featured
The Effect of Fertility on Women’s Word-of-Mouth Behavior
Sevincgul Ulu, Rutgers University, USA
Kristina Durante, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA
Aekyoung Kim, Rutgers University, USA