Balaji, M.S.; Raghavan, Srividya; Jha, Subhash - In: Asia Pacific Journal of Marketing and Logistics 23 (2011) 4, pp. 513-530
Purpose – There has been an increased interest in marketing literature in understanding the role of sensory experience. However, few researchers have addressed multisensory interaction of visual and tactile evaluation for products salient in single sensory modality. The purpose of this paper...