Crossmodal Correspondences between Color, Smell, and Texture: Investigating the Sensory Attributes of a Body Lotion

Udo Wagner; Elisabeth Steiner; Carmen Hartmann; Katharina Braun

doi:10.15358/0344-1369-2020-2-19

Contents
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- 1–1 Titelei/Inhaltsverzeichnis 1–1
- 2–2 Editorial 2–2
- 3–54 Research Articles 3–54
  - 3–18 Do Sustainability Labels Reinforce Health Claims - And Vice Versa? Andrea Gröppel-Klein, Claudia Franke, Anja Spilski Andrea Gröppel-Klein, Claudia Franke, Anja Spilski 3–18
  - 19–34 Crossmodal Correspondences between Color, Smell, and Texture: Investigating the Sensory Attributes of a Body Lotion Udo Wagner, Elisabeth Steiner, Carmen Hartmann, Katharina Braun Udo Wagner, Elisabeth Steiner, Carmen Hartmann, Katharina Braun 19–34
  - 35–54 From Corporate Social Responsibility to Market Demand: The Role of Brand Management Nima Mehrafshan, Alexander Permann, Mark Heitmann, Maxine Materne Nima Mehrafshan, Alexander Permann, Mark Heitmann, Maxine Materne 35–54
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Marketing ZFP , page 19 - 34

Crossmodal Correspondences between Color, Smell, and Texture: Investigating the Sensory Attributes of a Body Lotion

Autoren

Udo Wagner Elisabeth Steiner Carmen Hartmann Katharina Braun

DOI
- doi.org/10.15358/0344-1369-2020-2-19
- ISSN: 0344-1369
- ISSN online: 0344-1369
Zusammenfassung

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.

Abstract

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.
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