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

Research output: Contribution to conference › Paper

Abstract / Description of output

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
Publication status	Published - Jul 2024
Event	Asia-Pacific ACR Conference - Bali, Indonesia Duration: 8 Jul 2024 → 11 Jul 2024 https://www.apacr2024.com/

Conference

Conference	Asia-Pacific ACR Conference
Country/Territory	Indonesia
City	Bali
Period	8/07/24 → 11/07/24
Internet address	https://www.apacr2024.com/

Cite this

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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,

language = "English",

note = "Asia-Pacific ACR Conference ; Conference date: 08-07-2024 Through 11-07-2024",

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TY - CONF

T1 - Beyond sound and sight

T2 - Asia-Pacific ACR Conference

AU - Li, Jiayuan

AU - Cowan, Kirsten

AU - Hwang, Euejung

PY - 2024/7

Y1 - 2024/7

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 - Paper

Y2 - 8 July 2024 through 11 July 2024

ER -

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

Abstract / Description of output

Conference

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Cite this