Beyond sound and sight: Exploring the taste transference in digital marketing

Jiayuan Li; Kirsten  Cowan; Euejung Hwang

Beyond sound and sight: Exploring the taste transference in digital marketing

Jiayuan Li
, Kirsten Cowan
, Euejung Hwang

School of Intelligent Finance and Business

Research output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review

Abstract

Across four studies, we explore “taste transference” in a digital context, examining how auditory stimuli affect taste perception through the Bouba/Kiki effect. We demonstrate taste transference, and evidence Kiki music more effectively induces taste transference than Bouba music. We also investigate the underlying mechanism and boundary conditions.

Original language	English
Title of host publication	2024 Asia-Pacific ACR Conference
Publication status	Published - 11 Jul 2024

Cite this

@inproceedings{12a0c46e9de24a708fe7118b008a5a59,

title = "Beyond sound and sight: Exploring the taste transference in digital marketing",

abstract = "Across four studies, we explore “taste transference” in a digital context, examining how auditory stimuli affect taste perception through the Bouba/Kiki effect. We demonstrate taste transference, and evidence Kiki music more effectively induces taste transference than Bouba music. We also investigate the underlying mechanism and boundary conditions.",

author = "Jiayuan Li and Kirsten Cowan and Euejung Hwang",

year = "2024",

month = jul,

day = "11",

language = "English",

booktitle = "2024 Asia-Pacific ACR Conference",

}

TY - GEN

T1 - Beyond sound and sight: Exploring the taste transference in digital marketing

AU - Li, Jiayuan

AU - Cowan, Kirsten

AU - Hwang, Euejung

PY - 2024/7/11

Y1 - 2024/7/11

N2 - Across four studies, we explore “taste transference” in a digital context, examining how auditory stimuli affect taste perception through the Bouba/Kiki effect. We demonstrate taste transference, and evidence Kiki music more effectively induces taste transference than Bouba music. We also investigate the underlying mechanism and boundary conditions.

AB - Across four studies, we explore “taste transference” in a digital context, examining how auditory stimuli affect taste perception through the Bouba/Kiki effect. We demonstrate taste transference, and evidence Kiki music more effectively induces taste transference than Bouba music. We also investigate the underlying mechanism and boundary conditions.

M3 - Conference Proceeding

BT - 2024 Asia-Pacific ACR Conference

ER -

Beyond sound and sight: Exploring the taste transference in digital marketing

Abstract

Fingerprint

Cite this