Crossmodal correspondences between color, smell, and texture: Investigating the sensory attributes of a body lotion

Autor(en)

Udo Wagner, Elisabeth Steiner, Carmen Hartmann, Katharina Braun

Abstrakt

This research explores the crossmodal correspondences within the field of sensory marketing. In particular, we investigate crossmodal effects between the visual, olfactory, and haptic senses. An extensive literature review reveals a lack of studies in this area but has allowed for a theory-driven approach. An empirical study was performed to explore how different combinations of sensory attributes of a body lotion affect (i) the perception of its color, scent, and texture; and (ii) the evaluation of success measures such as product quality and product liking. A preliminary study was done to determine the sensory attributes of the body lotion to be used in the main study. These attributes are designed to be perceived differently with respect to the manipulated modality but are otherwise similar. The main study employs a 2 × 2 × 2 full-factorial between-subjects design. The empirical findings demonstrate the existence of crossmodal effects. With regard to the assessment of the product, texture of the body lotion emerges as the most important sensory attribute.

Organisation(en)

Institut für Marketing und International Business

Externe Organisation(en)

FH Campus Wien, Universität Wien

Journal

Marketing ZFP - Journal of Research and Management

Band

42

Seiten

19-34

Anzahl der Seiten

16

ISSN

0344-1369

DOI

https://doi.org/10.15358/0344-1369-2020-2-19

Publikationsdatum

2021

Peer-reviewed

Ja

ÖFOS 2012

502019 Marketing

Schlagwörter

ASJC Scopus Sachgebiete

Social Psychology, Marketing

Link zum Portal

https://ucris.univie.ac.at/portal/de/publications/crossmodal-correspondences-between-color-smell-and-texture-investigating-the-sensory-attributes-of-a-body-lotion(ce999b4d-2e8d-48f1-a898-2ce32bb08a28).html