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Assessing crossmodal correspondences for food products: Implications for product packaging and brand naming. Universiteit Hasselt
Crossmodal correspondences and interactions between texture and taste perception KU Leuven
In recent years, awareness of the influence of different modalities on taste perception has grown. Although previous research in crossmodal taste perception has touched upon the bipolar distinction between softness/smoothness and roughness/angularity, ambiguity largely remains surrounding other crossmodal correspondences between taste and other specific textures we regularly use to describe our food, such as crispy or crunchy. Sweetness has ...
Exploiting Crossmodal Correspondences: Can the Perceived Shape of an Ambient Scent Influence the Perceived Shape of a Product, a Scene, or an Actual Space? Universiteit Hasselt
Crossmodal correspondences refer to the tendency for features in one sensory modality to be matched or associated with sensory features in another sensory modality (Spence, 2012). For example, some scents are perceived as “round” (e.g., rose), while other scents are perceived as “angular” (e.g., rosemary). In a series of experiments, we 36 Perception 48(2S) investigated the role of ambient scents with different crossmodal correspondences when ...
The Effect of Crossmodal Congruency Between Ambient Scent and the Store Environment on Consumer Reactions: An Abstract Universiteit Hasselt
Ambient scents used by retailers should be pleasant and appropriate. This paper proposes that an ambient scent should also be crossmodally congruent with the store environment. Crossmodal congruency refers to the crossmodal correspondences (i.e., the tendency of one sensory attribute to be associated with an attribute in another sense) that are shared between the ambient scent and the store environment. In this study, a scent crossmodally ...
Crossmodal Congruency Between Background Music and the Online Store Environment: The Moderating Role of Shopping Goals Universiteit Hasselt
Despite the robust evidence that congruent background music in the physical store environment positively affects consumer reactions, less is known about its effects in an online context. The present study aims (1) to examine whether congruency via multiple elicited crossmodal correspondences between background music and the online store environment (e.g., perceived lightness, loudness, and coldness of the cue/environment) leads to more positive ...
The effect of crossmodal congruency between ambient scent and the store environment on consumer reactions Universiteit Hasselt
Previous research found that ambient scents used by retailers should be pleasant and product congruent. This paper proposes that an ambient scent should also be crossmodally congruent with the store environment. Crossmodal congruency refers to the shared crossmodal correspondences (i.e., tendency of a sensory attribute to be associated with an attribute in another sense) of the ambient scent and the store environment. In this study, a scent ...
Editorial: Online sensory experiences: Consumer reactions to triggering multiple senses by using psychological techniques and sensory-enabling technologies Universiteit Hasselt
What's in a scent? Meaning, shape, and sensorial concepts elicited by scents Universiteit Hasselt
When selecting an ambient scent to be diffused in a store, one can focus on pleasantness of the scent, congruency of the scent with product category, or a variety of concepts that can be the basis for congruency between scent and other atmospheric elements. However, more information is needed concerning the concepts from which congruency could be sought. This paper studies the strength and direction of 19 bipolar concepts related to meaning, ...
TASTE - Testing Auditory Solutions Towards the Improvement of the Tasting Experience Vrije Universiteit Brussel
There is a common agreement among researchers about the involvement of multiple senses while taste is being perceived. Also, for restaurants, pubs and similar places there is growing awareness of the significance of the quality of the soundscape and its influence on taste. This project proposes to study the perceptual interaction of taste and audition in the context of the primal activity of feeding. Our aim is also to improve ambient auditory ...