Abstract

http://ssrn.com/abstract=1030197
 
 

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Cross - Modal Influences on Gustatory Perception


David Gal


Northwestern University - Kellogg School of Management

S. Christian Wheeler


Stanford Graduate School of Business

Baba Shiv


Stanford Graduate School of Business

November 14, 2007


Abstract:     
Consumption experiences typically involve inputs from multiple sensory modalities. However, consumer research has seldom investigated how multiple sensory inputs may interact to affect such experiences. This research examines whether inputs from one sensory modality can influence the experience of a stimulus in another sensory modality. In a series of experiments, we find that shapes (jagged versus rounded) or lighting (bright versus dim) presented in temporal proximity to a gustatory stimulus influences participants' taste judgments as well as consumption. These findings suggest a correspondence between sensory stimuli that are typically thought to belong to categorically distinct sensory modalities.

Keywords: Cross - Modal, Crossmodal, Multisensory, Gustatory Perception

working papers series


Not Available For Download

Date posted: November 15, 2007  

Suggested Citation

Gal, David and Wheeler, S. Christian and Shiv, Baba, Cross - Modal Influences on Gustatory Perception (November 14, 2007). Available at SSRN: http://ssrn.com/abstract=1030197

Contact Information

David Gal (Contact Author)
Northwestern University - Kellogg School of Management ( email )
2001 Sheridan Road
Evanston, IL 60208
United States
S. Christian Wheeler
Stanford Graduate School of Business ( email )
518 Memorial Way
Stanford, CA 94305-5015
United States

Baba Shiv
Stanford Graduate School of Business ( email )
518 Memorial Way
Stanford, CA 94305-5015
United States
650-725-8122 (Phone)

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