Crossmodal Synesthesia: Sensory Discomfort Affects Product Preferences Across Modalities

We develop a crossmodal framework to explain when and how consumers faced with uncomfortable sensory exposure in one modality (e.g., audition) may alter their product preferences across other modalities (e.g., vision, olfaction, haptics, gustation). This research has important implications for marketers targeting consumers within contextual and dynamic environments.



Citation:

Rhonda Hadi, O.H. Groth, and Lauren Block (2018) ,"Crossmodal Synesthesia: Sensory Discomfort Affects Product Preferences Across Modalities", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 283-283.

Authors

Rhonda Hadi, Saïd Business School, University of Oxford, UK
O.H. Groth, Baruch College, New York, USA
Lauren Block, Baruch College, New York, USA



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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