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A sprinkle of emotions vs a pinch of crossmodality: Towards globally meaningful sonic seasoning strategies for enhanced multisensory tasting experiences

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  • Reinoso-Carvalho, Felipe
  • Gunn, Laura
  • Molina, German
  • Narumi, Takuji
  • Spence, Charles
  • Suzuki, Yuji
  • ter Horst, Enrique
  • Wagemans, Johan

Abstract

We report a study designed to determine the most efficient means of pursuing sonic seasoning in international marketing. For the first time, music chosen to trigger specific emotional responses was directly and cross-culturally compared with music chosen as crossmodally congruent with specific taste/flavors (the latter usually referred to as ‘sonic seasoning’).

Suggested Citation

  • Reinoso-Carvalho, Felipe & Gunn, Laura & Molina, German & Narumi, Takuji & Spence, Charles & Suzuki, Yuji & ter Horst, Enrique & Wagemans, Johan, 2020. "A sprinkle of emotions vs a pinch of crossmodality: Towards globally meaningful sonic seasoning strategies for enhanced multisensory tasting experiences," Journal of Business Research, Elsevier, vol. 117(C), pages 389-399.
    • Handle: RePEc:eee:jbrese:v:117:y:2020:i:c:p:389-399
    DOI: 10.1016/j.jbusres.2020.04.055
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    References listed on IDEAS

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    4. Aparna A. Labroo & Ravi Dhar & Norbert Schwarz, 2008. "Of Frog Wines and Frowning Watches: Semantic Priming, Perceptual Fluency, and Brand Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 819-831, October.
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    Cited by:

    1. Jose Ribamar Siqueira Junior & Enrique Horst & German Molina & Laura H. Gunn & Felipe Reinoso-Carvalho & Burcu Sezen & Nathalie Peña-García, 2023. "Branding in the eye of the storm: the impact of brand ethical behavior on brand commitment during the COVID-19 crisis in a South American country," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 95-115, March.

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