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- W3151754758 abstract "Abstract There has been a recent surge of interest in the multisensory aspects of advertising from both scholars and practitioners. In part, this development is attributable to the growing realization that the senses do not operate independently, but constantly interact with, and influence, one another. This surge, however, is also partially attributable to technological innovations that are enabling advertisers to design increasingly sophisticated multisensory advertisements and experiences. This chapter reviews the growing body of research illustrating how music and, more broadly, auditory stimuli interact with the other senses in the context of advertising. Taking a multisensory perspective, the discussion will focus not on unisensory auditory studies (which have been discussed at length elsewhere) but instead on those studies that have examined interactions or links between multiple senses (i.e. audition and taste, audition and vision, audition and touch, audition and smell)." @default.
- W3151754758 created "2021-04-13" @default.
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- W3151754758 date "2021-02-10" @default.
- W3151754758 modified "2023-09-27" @default.
- W3151754758 title "Sound in the Context of (Multi)Sensory Marketing" @default.
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- W3151754758 doi "https://doi.org/10.1093/oxfordhb/9780190691240.013.28" @default.
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