@article{2020:wagner:crossmodal,
title = {Crossmodal Correspondences between Color, Smell, and Texture: Investigating the Sensory Attributes of a Body Lotion},
year = {2020},
note = {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.},
journal = {Marketing ZFP},
pages = {19--34},
author = {Wagner, Udo and Steiner, Elisabeth and Hartmann, Carmen and Braun, Katharina},
volume = {42},
number = {2}
}