Managing sensory expectations concerning products and brands: Capitalizing on the potential of sound and shape symbolism

By Charles Spence. 2012

352 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Sensory Systems, Social Psychology

View Paper: https://www.semanticscholar.org/paper/3f6f3640ce20ee5264e53e551e221a641c4afafa

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

In Sensory Systems

In Social Psychology

Citations in the corpus

Assessing the shape symbolism of the taste, flavour, and texture of foods and beverages (2012, background): “Taken together, these simple techniques are now allowing academic researchers, not to mention sensory marketers, to rapidly assess just how many cross-modal correspondences there are between shapes, primarily varying in terms of their angularity, and the tastes, flavours, and oral-somatosensory attr”
Digital Sensory Marketing: Integrating New Technologies into Multisensory Online Experience (2019, background): “Therefore, by engaging the consumers' senses more effectively, sensory marketing strategies can potentially impact the decision-making process in the store (Krishna 2012; Krishna and Aydınoğlu 2017; Spence 2012; see Spence et al. 2014, for a review).”
Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments (2016, background): “…their formal or technical properties but also in terms of their symbolic connotations (e.g., Arnheim 1974; Berlyne 1971; Chattopadhyay, Gorn, and Darke 2010; Cian, Krishna, and Elder 2014; Gorn, Jiang, and Johar 2008; Hoegg, Alba, and Dahl 2010; Klink 2003; Patrick and Hagtvedt 2011; Spence 2012).”
Sounds Big: The Effects of Acoustic Pitch on Product Perceptions (2017, background): “…reviewed as a potential brand name for a small convertible, whereas “Bromley” was better received as a brand name for an SUV, because front vowels (as in “Brimley”) suggest small or diminutive features, whereas back vowels are more associated with greater size or strength (see also Spence 2012).”
Hedonic mediation of the crossmodal correspondence between taste and shape (2015, background): “Is it possible that, when moving from basic tastes to actual foodstuffs, shapes can also take on symbolic meaning (Spence, 2012; Spence & Ngo, 2012, for reviews) that may be shaped by contextual factors such as a culture or even the packaging or branding in which a food is presented (see Velasco et…”
That sounds sweet: using cross-modal correspondences to communicate gustatory attributes (2015, background): “According to a statistical co-occurrence account, one speculative explanation for this finding seems to be a statistical learning account based on the innate orofacial approach/avoidance gestures and associated speech sounds with which human infants respond to sweet versus bitter tastes (Knöferle & ”
‘Show me the goods’: Assessing the effectiveness of transparent packaging vs. product imagery on product evaluation (2018, background): “…a growing body of empirical research has 33 highlighted how food/drink packaging can inform, tempt, and bias the consumer, 34 both at the point of sale, as well as during consumption (see Hine, 1995; 35 Ordabayeva & Chandon, 2015; Spence, 2012, 2016; Vilnai-Yavetz & Koren, 2013, 36 for reviews).”
Store Atmospherics: A Multisensory Perspective (2014, background): “Recent research in cognitive neuro-science presents compelling evidence for universal cross-modality among cues presented in different sensory modalities (Spence, 2011a, 2012a), such that, for instance, people will tend to match certain tactile stimuli with particular colors (Ludwig & Simner, 2013).”
A large sample study on the influence of the multisensory environment on the wine drinking experience (2014, background): “Such cross-modal correspondences between basic tastes and flavours on the one hand, and colours, sounds, shapes and so on on the other have become a rapidly growing area of interest for many researchers and marketers [19,48-50].”
Cross-Modal Communication: Sound Frequency Influences Consumer Responses to Color Lightness (2016, background): “Another question in need of further attention is the automatic versus top-down nature of cross-modal correspondence effects (Klapetek, Ngo, and Spence 2012; Spence 2011).”
"Bouba" and "Kiki" in Namibia? A remote culture make similar shape-sound matches, but different shape-taste matches to Westerners. (2013, background): “…researchers have demonstrated that Western participants exhibit robust shape symbolic associations between visually-presented shapes and both tastes and flavours (e.g., Deroy & Valentin, 2011; Gallace, Boschin, & Spence, 2011; Ngo, Misra, & Spence, 2011; Spence, 2012; Spence & Gallace, 2011).”