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Cross - Modal Influences on Gustatory Perception

Posted: 15 Nov 2007  

David Gal

Northwestern University - Kellogg School of Management

S. Christian Wheeler

Stanford Graduate School of Business

Baba Shiv

Stanford Graduate School of Business

Date Written: 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

Suggested Citation

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

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 )

655 Knight Way
Stanford, CA 94305-5015
United States

Baba Shiv

Stanford Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States
650-725-8122 (Phone)

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