The perceived importance of sensory modalities in product usage: a study of self-reports

Although popular belief holds that vision dominates human experience, this does not necessarily imply that people regard vision as the most important sensory modality during the interaction with every product. Instead, the relative importance of the different modalities is likely to depend on the type of product and on the task performed. In Study 1, respondents reported how important they found vision, audition, touch, taste, and smell during the use of 45 different products. In Study 2, the respondents answered a similar question for the evaluation of the safety, ease of use, and enjoyment experienced for 15 products. Importance ratings for the sensory modalities differed considerably between the products. Differences due to the types of evaluations were smaller. Averaged over products and evaluation types, vision was the most important sensory modality for product evaluations, followed by touch, smell, audition, and taste. However, for about half of the individual products, the importance ratings for vision were lower than for one of the other modalities. These findings are in line with the view that vision is regarded the dominant modality, because it plays an important part in many and an irrelevant part in virtually no product experiences.     

Cross-modal interaction between vision and touch: the role of synesthetic correspondence

At each moment, we experience a melange of information arriving at several senses, and often we focus on inputs from one modality and 'reject' inputs from another. Does input from a rejected sensory modality modulate one's ability to make decisions about information from a selected one? When the modalities are vision and hearing, the answer is "yes", suggesting that vision and hearing interact. In the present study, we asked whether similar interactions characterize vision and touch. As with vision and hearing, results obtained in a selective attention task show cross-modal interactions between vision and touch that depend on the synesthetic relationship between the stimulus combinations. These results imply that similar mechanisms may govern cross-modal interactions across sensory modalities.     

Haptic experiences influence visually acquired memories: Reference frames during multimodal spatial learning

In two experiments, we investigated whether reference frames acquired through touch could influence memories for locations learned through vision. Participants learned two objects through touch, and haptic egocentric (Experiment 1) and environmental (Experiment 2) cues encouraged selection of a specific reference frame. Participants later learned eight new objects through vision. Haptic cues were manipulated, whereas visual learning was held constant in order to observe any potential influence of the haptically experienced reference frame on memories for visually learned locations. When the haptically experienced reference frame was defined primarily by egocentric cues, cue manipulation had no effect on memories for objects learned through vision. Instead, visually learned locations were remembered using a reference frame selected from the visual study perspective. When the haptically experienced reference frame was defined by both egocentric and environmental cues, visually learned objects were remembered in the context of the haptically experienced reference frame. These findings support the common reference frame hypothesis, which proposes that locations learned through different sensory modalities are represented within a common reference frame.     

消费者拍照行为影响消费体验的双刃剑效应

拍照是消费者对体验进行视觉记录的手段。虽然拍照“打卡”成为人们的日常生活和企业营销的重要工具,但目前未发现有文章系统介绍拍照行为对消费体验的影响。拍照行为通过调整注意资源和认知参与对消费体验产生双刃剑效应。具体而言,拍照行为会给消费者带来以“视觉体验红利”为主的红利效应;还会因缺失其他感官(嗅觉、味觉、听觉或触觉)的真实体验产生“匮乏效应”。个人因素和情景因素是拍照行为影响消费体验的重要边界条件。未来研究可以从比较不同拍照内容的效应差异、研究环境变量在拍照效应中的影响、拓展拍照的双刃剑效应在企业营销层面的研究等方面展开。     

Feminine to smell but masculine to touch? Multisensory congruence and its effect on the aesthetic experience

We draw upon literature examining cross-modal sensory interactions and congruence to explore the impact of smell on touch. In line with our predictions, two experiments show that smell can impact touch in meaningful ways. Specifically, we show that multisensory semantic congruence between smell and touch properties of a stimulus enhances haptic perception and product evaluation. We explore this relationship in the context of two properties of touch, namely texture and temperature, and demonstrate that both smell and touch can have semantic associations, which can affect haptic perception and product evaluation depending on whether they match or not. In study 1, we focus on the semantic association of smell and touch (texture) with gender and in study 2 with temperature. Our results extend prior work on smell and touch within consumer behavior, and further contribute to emerging literature on multisensory interactions.     

情感触摸对心理健康的影响及应用

情感触摸指那些用来表达爱、关心、欣赏等感情或者被认为传递了这类信息的触摸行为。触摸愉悦感的产生与存在于人类多毛皮肤中名为C触觉的一组低阈值机械感受传入神经有关。早期经验和社会文化因素共同塑造了个体的触摸体验模式, 积极的体验模式能够增强社会联系, 促进亲密关系, 触摸回避则与某些心理障碍有关。情感触摸具有治疗功能, 但在心理治疗领域的应用涉及伦理问题, 中介触摸和替代触摸可以作为解决触摸回避和伦理问题的新方法。     

Averaging expectancies and perceptual experiences in the assessment of quality

This study examines whether people integrate expectancy information with perceptual experiences when evaluating the quality of consumer products. In particular, we investigate the following three questions: (1) Are expectancy effects observed in the evaluation of consumer products? (2) Can these effects be viewed in cognitive processing terms? (3) Can a mathematical model based on the averaging of attribute information describe the effects? Participants in two experiments blindly evaluated (with the product names removed) consumer products from six sensory modalities: vision (computer printer output), tactile (paper towels), olfaction (men's cologne), taste (corn chips), auditory (audio cassette tapes), and tactile/medicinal (hand lotion). Participants in both experiments were asked to: (1) rate the overall quality of the product given arbitrary quality labels (High Quality, Medium Quality, or Low Quality); (2) rate the overall quality of the product without the labels, and (3) estimate the scale values for the quality labels alone. Group results revealed main effects of the quality labels in all product categories. The pattern of results could be described by an averaging model based on Information Integration Theory. These results have implications for placebo effects in consumer behavior and decision making.     

The case for proprioception

In formulating a theory of perception that does justice to the embodied and enactive nature of perceptual experience, proprioception can play a valuable role. Since proprioception is necessarily embodied, and since proprioceptive experience is particularly integrated with one’s bodily actions, it seems clear that proprioception, in addition to, e.g., vision or audition, can provide us with valuable insights into the role of an agent’s corporal skills and capacities in constituting or structuring perceptual experience. However, if we are going to have the opportunity to argue from analogy with proprioception to vision, audition, touch, taste, or smell, then it is necessary to eschew any doubts about the legitimacy of proprioception’s inclusion into the category of perceptual modalities. To this end, in this article, I (1) respond to two arguments that Shaun Gallagher (2003) presents in “Bodily self-awareness and objectperception” against proprioception’s ability to meet the criteria of object perception, (2) present a diagnosis of Gallagher’s position by locating a misunderstanding in the distinction between proprioceptive information and proprioceptive awareness, and (3) show that treating proprioception as a perceptual modality allows us to account for the interaction of proprioception with the other sensory modalities, to apply the lessons we learn from proprioception to the other sensory modalities, and to account for proprioceptive learning. Finally, (4) I examine Sydney Shoemaker’s (1994) identification constraint and suggest that a full-fledged notion of object-hood is unnecessary to ground a theory of perception.     

Act-In: An integrated view of memory mechanisms

The present article proposes a new memory model called Act-In (Activation-Integration). Act-In extends the multiple trace memory models by placing them within the situated cognition perspective. Act-In considers that the activation and integration mechanisms play a key role in memory processes. These mechanisms are involved in both the construction of memory traces and the emergence of knowledge. The model is based on four main assumptions: (1) Memory traces reflect all the components of past experiences and, in particular, their sensory properties, actions performed on the objects in the environment and the emotional states of individuals. Memory traces are therefore distributed across multiple neuronal systems which code the multiple components of the experiences. (2) Knowledge is emergent and is the product of the coupling of the present experience with past experiences. (3) The brain is a categorisation system which develops by accumulating experiences and which, by default, produces categorical knowledge. (4) The emergence of specific knowledge (memories or episodic knowledge) requires very simple mechanisms which occur during learning and/or during retrieval. These assumptions are defended and discussed in the light of the work reported in the literature.     

See what you’ve done! Active touch affects the number of perceived visual objects

Previous research has shown that visual perception is affected by sensory information from other modalities. For example, sound can alter the visual intensity or the number of visual objects perceived. However, when touch and vision are combined, vision normally dominates—a phenomenon known asvisual capture. Here we report a cross-modal interaction between active touch and vision: The perceived number of brief visual events (flashes) is affected by the number of concurrently performed finger movements (keypresses). This sensorimotor illusion occurred despite little ambiguity in the visual stimuli themselves and depended on a close temporal proximity between movement execution and vision.     

Do you remember the day of your graduation ceremony from junior high school?: A factor structure of the Memory Characteristics Questionnaire1

Abstract: Autobiographical memory refers to the recollection of experiences from an individual's life. Johnson, Foley, Suengas, and Raye (1988) developed a Memory Characteristics Questionnaire (MCQ) to examine several qualitative characteristics of autobiographical memories such as sensory, affective, and contextual details. In the present study, we attempted to determine the factor structure of the MCQ. We asked 1183 participants to rate actual autobiographical memories using the MCQ. On the basis of the factor analyses of the MCQ, we obtained eight factors: (a) clarity, (b) retrospective recollection, (c) time information, (d) overall impression, (e) sensory experiences, (f) spatial information, (g) bizarreness, and (h) events before and after. This factor structure is generally consistent with previous studies that have investigated the factor structure of the MCQ.     

The Effect of Examining Actual Products or Product Descriptions on Consumer Preference

Many consumers purchase products in stores, where they can physically examine and touch the items. In addition, consumers shop for products online or through direct mail, where they cannot physically examine and touch the merchandise. Building on an analysis of perceptual mechanisms involved in the sense of touch, we find that products with primarily material properties, such as clothing or carpeting, are more likely to be preferred in shopping environments that allow physical inspection than in those environments that do not. We also find that there is no difference in preference across the two environments for products with primarily geometric properties, such as packaged goods, for which vision is highly diagnostic. Furthermore, when the touch properties of a material product are verbally described, this reduces the difference in preference between the two environments.     

Manipulating basic taste perception to explore how product information affects experience

We introduce a novel physiologically-based methodology to consumer research—using the glycoprotein miraculin to manipulate the ability to sense and perceive specific taste elements in gustatory experiences. We apply this approach to exploring how information extrinsic (e.g., product reviews) to a product's inherent sensory facets influences reported consumption experiences and experienced utility. Results from two experiments suggest that extrinsic information distorts the basic sensory and perceptual character of consumption experiences, rather than simply biasing self-reports of the experiences or serving as an independent input to overall taste and utility evaluations. Such evaluations are distorted in the direction of extrinsic product information only when the ability to actually perceive the experience as being consistent with the extrinsic signal is not disrupted by miraculin. Conversely, disruption by miraculin of the ability to perceive an experience as being consistent with an extrinsic signal ablates or reverses such effects. Implications, applications to brands and branding, and other possible research directions for the miraculin taste-manipulation methodology are also discussed.     

Counting visual and tactile events: The effect of attention on multisensory integration

Irrelevant events in one sensory modality can influence the number of events that are perceived in another modality. Previously, the underlying process of sensory integration was studied in conditions in which participants knew a priori which sensory modality was relevant and which was not. Consequently, (bottom-up) sensory interference and (top-down) selective attention were confounded. We disentangled these effects by measuring the influence of visual flashes on the number of tactile taps that were perceived, and vice versa, in two conditions. In the cue condition, participants were instructed on which modality to report before the bimodal stimulus was presented. In the no-cue condition, they were instructed after stimulus presentation. Participants reported the number of events that they perceived for bimodal combinations of one, two, or three flashes and one, two, or three taps. Our main findings were that (1) in no-cue conditions, the influence of vision on touch was stronger than was the influence of touch on vision; (2) in cue conditions, the integration effects were smaller than those in no-cue conditions; and (3) irrelevant taps were less easily ignored than were irrelevant flashes. This study disentangled previously confounded bottom-up and top-down effects: The bottom-up influence of vision on touch was stronger, but vision was also more easily suppressed by top-down selective attention. We have compared our results qualitatively and quantitatively with recently proposed sensory-integration models.     

Consumer product evaluation based on tactile sensory information

• This paper presents the results of an experiment in which consumers were asked to examine visually and touch samples of fabric. The participants were either given or not given verbal information relevant to the product category, and provided answers to the dependent variables immediately or after a 4‐minute delay. The results showed that memory, confidence in memory, and confidence in product evaluation were positively influenced by the availability of verbal information and therefore support the proposition that relevant verbal information can improve the encoding, retention, and retrieval of consumer experiences that include sensory information and lead to preferences that are better defined.

Copyright © 2010 John Wiley & Sons, Ltd.     

Phenomenal characteristics of guided imagery,natural imagery,and autobiographical memories

Research indicates that guided imagery experiences can be mistaken for actual experiences under some circumstances. One explanation for such effects is that memory representations of guided imagery and actual events contain similar phenomenal characteristics such as sensory and contextual details, making the source of the events less distinguishable. This study examined this prediction, comparing memory characteristic ratings for guided imagery experiences with those for memories of perceived and natural imagery events (e.g., fantasies). Results replicated previous findings for the difference between perceived and natural imagery memories. Guided imagery ratings were also lower than those for perceived memories for most sensory details (sound, smell, and taste) and temporal details. However, guided imagery ratings for reflective details were lower than both perceived and natural imagery memory ratings. Thus, guided imagery was similar to natural imagery with respect to sensory details, but similar to perceived memories with respect to reflective details.     

Autobiographical memories of anxiety-related experiences

Ninety-nine undergraduate students retrieved three memories associated with each of the five emotional experiences: panic, trauma, worry, social anxiety, and feeling content. Subsequently, they answered 24 questions assessing properties of each memory, including the vividness and perceived accuracy of the memories and sensory, emotional, and anxiety-related experiences during retrieval. Memories were coded for affective tone and specificity. Results indicated that panic-related and trauma-related memories were rated similarly as content memories, but that they generally were associated with more imagery and emotional experiencing than worry-related or social anxiety-related memories. Participants experienced panic and worry symptoms to the greatest degree when they retrieved panic-related and trauma-related memories. All anxiety-related memories were characterized by more negative tone than content memories. Panic-related and trauma-related memories were more specific than worry-related, social anxiety-related, and content memories. These findings can explain partially why individuals with some, but not all, anxiety disorders experience enhanced memory for threatening material.     

Revealing obstacles to the consumer imagination

The research proposes that the consumer imagination combines information about a current sensory stimulus (product) with triggered episodic memories to use as inputs in making product evaluations. Two studies reveal that the consumer imagination can be suppressed when preferred haptic sensory information is missing and when a situation is unambiguous, reducing the need for relying on episodic memory. The research findings support the general notion that the consumer imagination enhances purchase intentions compared to considering product attributes because the imagination enables consumers to integrate the information in a more efficient way. In both studies, perceived ownership mediates the effect. Contributions to theory and practical implications are provided.     

Smell your way back to childhood: Autobiographical odor memory

This study addressed age distributions and experiential qualities of autobiographical memories evoked by different sensory cues. Ninety-three older adults were presented with one of three cue types (word, picture, or odor) and were asked to relate any autobiographical event for the given cue. The main aims were to explore whether (1) the age distribution of olfactory-evoked memories differs from memories cued by words and pictures and (2) the experiential qualities of the evoked memories vary over the different cues. The results showed that autobiographical memories triggered by olfactory information were older than memories associated with verbal and visual information. Specifically, most odor-cued memories were located to the first decade of life (<10 years), whereas memories associated with verbal and visual cues peaked in early adulthood (11–20 years). Also, odor-evoked memories were associated with stronger feelings of being brought back in time and had been thought of less often than memories evoked by verbal and visual information. This pattern of findings suggests that odor-evoked memories may be different from other memory experiences. nt|mis|This work was supported by a grant from the Swedish Research Council (No. F0647/2001) to M.L.     

The Consequences of False Memories for Food Preferences and Choices

ABSTRACT— False memories, or memories for events that never occurred, have been documented in the real world and in the laboratory. In the real world, false memories involving trauma and abuse have resulted in real-life consequences. In the laboratory, researchers have just begun to study the consequences of false memories. We review this laboratory-based work and show how false memories for food-related experiences (e.g., becoming ill after eating egg salad) can lead to attitudinal and behavioral consequences (e.g., lowered self-reported preference for and decreased consumption of egg salad).