Comparing Uni-sensory versus Multi-sensory Methods for Embodied Brand Knowledge Retrieval

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Comparing Uni-sensory versus Multi-sensory Methods for Embodied Brand Knowledge Retrieval

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Title: Comparing Uni-sensory versus Multi-sensory Methods for Embodied Brand Knowledge Retrieval
Author: Kreuzer, Maria; von Wallpach, Sylvia
Abstract: This article contributes to the study of embodied brand knowledge retrieval. Embodied brand knowledge results from multi-sensory consumer brand experiences. Consumers store embodied brand knowledge on a non-conscious, modality-specific level and use metaphors for its expression. Retrieving embodied brand knowledge requires methods that (a) stimulate senses involved in brand experiences and (b) encourage metaphorical expression. This study empirically compares the value of a uni-sensory, visual method (Autodriving) versus a multi-sensory method (Multi-sensory sculpting) for embodied brand knowledge retrieval. The results support the theoretical assumption that Multisensory sculpting elicits more and more diverse embodied brand knowledge elements than Autodriving.
URI: http://hdl.handle.net/10398/8684
Date: 2013-04-29
Notes: Paper presented at the 41st EMAC Conference 2012, Lisbon.

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