Softness in the ear: How musical sophistication influences the interaction between music and expected haptic softness

Gaerth, Maximilian ; Hang, Haiming

Document Type: Article
Year of publication: 2016
The title of a journal, publication series: Advances in Consumer Research
Volume: 44
Page range: 445-446
Place of publication: Duluth, MN
Publishing house: Association for Consumer Research
ISSN: 0098-9258
Publication language: English
Institution: Business School > Dr. Werner Jackstädt Stiftungslehrstuhl für Sales & Services Marketing (Kraus 2011-)
Subject: 330 Economics
Abstract: This research investigates the impact of musical sophistication on the interaction between music and expected haptic softness. While our results suggest that soft (vs. hard) music increases the expected haptic softness for products for which haptic softness is diagnostic, we show that musically sophisticated people are better at recoding music into semantic associations related to haptic softness.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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