Crossmodal compensation: Sensory discomfort affects consumer preferences across modalities
Oden H. Groth,
Rhonda Hadi,
Lauren Block
Abstract:Consumers are frequently exposed to uncomfortable sensory circumstances (e.g., hot weather and noise pollution), yet little research has examined how such discomfort might systematically shape preferences. Drawing from research on crossmodal associations, we propose and empirically support a discomfort‐driven crossmodal compensation effect in which consumers exposed to uncomfortable atmospheric sensations in one modality (e.g., loud noise) compensate through product choices across other modalities (e.g., choos… Show more
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