We highlight the role of interacting senses on consumer judgment. Specifically, we focus on the role of the visual and haptic (touch) senses on the elongation bias, which predicts that the taller of two equivolume objects will appear bigger. We show that sensory modality will affect the extent...

We propose that features of static visuals can lead to perceived movement (via dynamic imagery) and prepare the observer for action. We operationalize our research within the context of warning sign icons and show how subtle differences in iconography can affect human behavioral response. Across...

Size labels adopted by food vendors can have a major impact on size judgments and consumption. In forming size judgments, consumers integrate the actual size information from the stimuli with the semantic cue from the size label. Size labels influence not only size perception and actual...

Scent research has focused primarily on the effects of ambient scent on consumer evaluations. We focus instead on the effects of product scent on consumer memories. For instance, if a pencil or a facial tissue is imbued with scent (vs. not), recall for the brand's other attributes increases...

This research examines how oral haptics (due to hardness/softness or roughness/smoothness) related to foods influence mastication (i.e., degree of chewing) and orosensory perception (i.e., orally perceived fattiness), which in turn influence calorie estimation, subsequent food choices, and...

The concept of olfactory imagery is introduced and the conditions under which imagining what a food smells like (referred to here as “smellizing” it) impacts consumer response are explored. Consumer response is measured by: salivation change (studies 1 and 2), actual food consumption (study...

This research demonstrates that visual product depictions within advertisements, such as the subtle manipulation of orienting a product toward a participant’s dominant hand, facilitate mental simulation that evokes motor responses. We propose that viewing an object can lead to similar...

We propose that advertisement (ad) content for food products can affect taste perception by affecting sensory cognitions. Specifically, we show that multisensory ads result in higher taste perceptions than ads focusing on taste alone, with this result being mediated by the excess of positive...

We examine the role of language choice in advertising to bilinguals in global markets. Our results reveal the existence of asymmetric language effects for multinational corporations (MNCs) versus local firms when operating in a foreign domain, such that the choice of advertising language affects...

Much prior literature has focused on the effect of self-construal on social judgment. We highlight the role of self-construal in spatial judgments. We show that individuals with independent (vs. interdependent) self-construals are more prone to spatial judgment biases in tasks in which the...