Browsing BI Open by Author "Velasco, Carlos"
Now showing items 21-40 of 62
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Going to great lengths in the pursuit of luxury: How longer brand names can enhance the luxury perception of a brand
Pathak, Abhishek; Velasco, Carlos; Petit, Olivia; Calvert, Gemma (Journal article; Peer reviewed, 2019)Brand names are a crucial part of the brand equity and marketing strategy of any company. Research suggests that companies spend considerable time and money to create suitable names for their brands and products. This paper ... -
Harmony of senses: Exploring the impact of sound aesthetic features' on taste imagery
Velasco, Carlos; Corradi, Guido; Motoki, Kosuke (Journal article; Peer reviewed, 2023)People reliably associate visual aesthetic features such as curvature and symmetry with tastes. In the present study, considering the transitive hypothesis of crossmodal correspondences, we evaluated whether these findings ... -
How aesthetic features convey the concept of brand premiumness
Pombo, Maria; Velasco, Carlos (Journal article; Peer reviewed, 2021)When do aesthetic properties convey the concept of premiumness? Is symmetry tied to the perception of premiumness due to symmetry's evolutionary association to quality, an association not present with other aesthetic ... -
Implicit and Explicit Identification of Counterfeit Brand Logos based on Logotype Transposition
Pathak, Abhishek; Velasco, Carlos; Calvert, Gemma (Journal article; Peer reviewed, 2019)Purpose With trade amounting to more than US$400bn, counterfeiting is already affecting many successful brands. Often, consumers are deceived into buying fake products due to the visual similarity between fake and original ... -
Impossible (food) experiences in extended reality
Velasco, Carlos; Barbosa Escobar, Francisco; Petit, Olivia; Wang, Qian Janice (Journal article; Peer reviewed, 2021)We introduce a model to think about impossible experiences in mixed and virtual reality, while emphasizing the role of said experiences in the context of food. This reality-impossibility model includes two continua, namely, ... -
Is classical music sweeter than jazz? Crossmodal influences of background music and taste/flavour on healthy and indulgent food preferences
Motoki, Kosuke; Takahashi, Nozomi; Velasco, Carlos; Spence, Charles (Journal article; Peer reviewed, 2021)Store atmospheres are inherently multisensory and constitute an important driver of consumer behaviour. The research suggests that background music (as one element of the multisensory atmosphere) can influence consumer ... -
‘Looking sharp’: Price typeface influences awareness of spending in mobile payment
Park, Jaewood; Velasco, Carlos; Spence, Charles (Peer reviewed; Journal article, 2022)We investigate whether the typeface used to display the purchase amount in thecontext of mobile payment influences consumers' awareness of spending. The evi-dence suggests that prices displayed in angular (vs. round) ... -
Multisensory Brand Search: How the Meaning of Sounds Guides Consumers’ Visual Attention
Knöferle, Klemens; Knöferle, Pia; Velasco, Carlos; Spence, Charles (Journal article; Peer reviewed, 2016)Building on models of crossmodal attention, the present research proposes that brand search is inherently multisensory, in that the consumers’ visual search for a specific brand can be facilitated by semantically related ... -
Multisensory experiences and technology in the context of wine experiences
Velasco, Carlos; Vargas, Jessica; Petit, Olivia (Journal article; Peer reviewed, 2024)In the context of the experience economy, multisensory experiences have certainly received growing attention and interest from both researchers and practitioners to guide the design and management of experiences. Importantly, ... -
Multisensory experiences: A primer
Velasco, Carlos; Obrist, Marianna (Journal article; Peer reviewed, 2021)We present a primer on multisensory experiences, the different components of this concept, as well as a reflection of its implications for individuals and society. We define multisensory experiences, illustrate how to ... -
Multisensory integration as per technological advances: A review
Cornelio, Patricia; Velasco, Carlos; Obrist, Marianna (Journal article; Peer reviewed, 2021)Multisensory integration research has allowed us to better understand how humans integrate sensory information to produce a unitary experience of the external world. However, this field is often challenged by the limited ... -
Multisensory integration as per technological advances: A review
Cornelio, Patricia; Velasco, Carlos; Obrist, Marianna (Journal article; Peer reviewed, 2021)Multisensory integration research has allowed us to better understand how humans integrate sensory information to produce a unitary experience of the external world. However, this field is often challenged by the limited ... -
Multisensory technology for flavor augmentation: A mini review
Velasco, Carlos; Obrist, Marianna; Petit, Olivia; Spence, Charles (Journal article; Peer reviewed, 2018)There is growing interest in the development of new technologies that capitalize on our emerging understanding of the multisensory influences on flavor perception in order to enhance human–food interaction design. This ... -
Not just seeing, but also feeling art: Mid-air haptic experiences integrated in a multisensory art exhibition
Vi, Che Tanh; Ablart, Damien; Gatti, Elia; Velasco, Carlos; Obrist, Marianna (Journal article; Peer reviewed, 2017)The use of the senses of vision and audition as interactive means has dominated the field of Human-Computer Interaction (HCI) for decades, even though nature has provided us with many more senses for perceiving and interacting ... -
On the localization of tastes and tasty products in 2D space
Velasco, Carlos; Adams, Carmen; Petit, Olivia; Spence, Charles (Journal article; Peer reviewed, 2019)People map different sensory stimuli, and words that describe/refer to those stimuli, onto spatial dimensions in a manner that is non-arbitrary. Here, we evaluate whether people also associate basic taste words and products ... -
On the multiple effects of packaging colour on consumer behaviour and product experience in the ‘food and beverage’ and ‘home and personal care’ categories
Spence, Charles; Velasco, Carlos (Journal article; Peer reviewed, 2018)Colour is perhaps the single most important element as far as the design of multisensory product packaging is concerned. It plays a key role in capturing the attention of the shopper in-store. A distinctive colour, or ... -
A Reflection on the State of Multisensory Human–Food Interaction Research
Velasco, Carlos; Wang, Qian Janice; Obrist, Marianna; Nijholt, Anton (Peer reviewed; Journal article, 2021)We present a perspective article on the state of multisensory human–food interaction (MHFI) research and lay out some reflections for research and development in this area of inquiry, based on a revision of the different ... -
Reflections on crossmodal correspondences: Current understanding and issues for future research
Motoki, Kosuke; Marks, Lawrence; Velasco, Carlos (Journal article; Peer reviewed, 2023)The past two decades have seen an explosion of research on cross-modal correspondences. Broadly speaking, this term has been used to encompass associations between and among features, dimensions, or attributes across the ... -
Searching for flavor labels in food products: the influence of color-flavor congruence and association strength
Velasco, Carlos; Wan, Xiaoang; Knöferle, Klemens; Zhou, Xi; Salgado-Montejo, Alejandro; Spence, Charles (Journal article; Peer reviewed, 2015)Prior research provides robust support for the existence of a number of associations between colors and flavors. In the present study, we examined whether congruent (vs. incongruent) combinations of product packaging colors ... -
Searching for the sound of premium beer
Almiron, Paula; Barbosa Escobar, Francisco; Pathak, Abhishek; Spence, Charles; Velasco, Carlos (Journal article; Peer reviewed, 2020)One common definition of premiumness is as a higher quality and more expensive variant of a product than other members of the category or reference class. Premiumness can effectively be conveyed by means of different sensory ...