Blar i BI Open på forfatter "Knöferle, Pia"
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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 ...