"Suppose that you are standing in a supermarket aisle, choosing between two packets of cookies, one placed nearer your right side and the other nearer your left. While you are deciding, you hear an in-store announcement from your left, about store closing hours," write authors Hao Shen (Chinese University of Hong Kong) and Jaideep Sengupta (Hong Kong University of Science and Technology). "Will this announcement, which is quite irrelevant to the relative merits of the two packets of cookies, influence your decision?"
In the example above, most consumers would choose the cookies on the left because consumers find it easier to visually process a product when it is presented in the same spatial direction as the auditory signal, and people tend to like things they find easy to process.
In one lab study, consumers were asked to form an impression of pictures of two hotel rooms on a computer screen, one of which was at the right of the screen and the other at the left, while listening to a news bulletin from a speaker placed on either side. Consumers found it easier to process the picture of hotel room located in the direction of the news and also indicated a greater preference for that room. In another study, consumers were more likely to choose soft drinks from a vending machine that broadcast a local news bulletin.
But things get a little more complicated if the signal is one we wish to avoid, like an unpleasant noise. In that case, people first turn their attention to the unpleasant noise in order to decipher the signal. Then avoidance kicks in as they voluntarily turn their attention away from the unpleasant signal.
In another set of studies, consumers examined pictures of two restaurants while listening to either annoying or pleasant music that came from their left or right side. The music was played for either a very short time (20 seconds) or a relatively long one (1.5 minutes). "The predicted impairment effect was observed when the unpleasant music was played for a longer time—now, it was the picture in the direction away from the music that was preferred," the authors conclude.
Hao Shen and Jaideep Sengupta. "The Crossmodal Effect of Attention on Preferences: Facilitation versus Impairment." Journal of Consumer Research: February 2014. For more information, contact Hao Shen or visit http://ejcr.org/.
Mary-Ann Twist | EurekAlert!
Rutgers-led innovation could spur faster, cheaper, nano-based manufacturing
14.02.2018 | Rutgers University
New study from the University of Halle: How climate change alters plant growth
12.01.2018 | Martin-Luther-Universität Halle-Wittenberg
Breakthrough provides a new concept of the design of molecular motors, sensors and electricity generators at nanoscale
Researchers from the Institute of Organic Chemistry and Biochemistry of the CAS (IOCB Prague), Institute of Physics of the CAS (IP CAS) and Palacký University...
For photographers and scientists, lenses are lifesavers. They reflect and refract light, making possible the imaging systems that drive discovery through the microscope and preserve history through cameras.
But today's glass-based lenses are bulky and resist miniaturization. Next-generation technologies, such as ultrathin cameras or tiny microscopes, require...
Scientists from the University of Zurich have succeeded for the first time in tracking individual stem cells and their neuronal progeny over months within the intact adult brain. This study sheds light on how new neurons are produced throughout life.
The generation of new nerve cells was once thought to taper off at the end of embryonic development. However, recent research has shown that the adult brain...
Theoretical physicists propose to use negative interference to control heat flow in quantum devices. Study published in Physical Review Letters
Quantum computer parts are sensitive and need to be cooled to very low temperatures. Their tiny size makes them particularly susceptible to a temperature...
Let’s say the armrest is broken in your vintage car. As things stand, you would need a lot of luck and persistence to find the right spare part. But in the world of Industrie 4.0 and production with batch sizes of one, you can simply scan the armrest and print it out. This is made possible by the first ever 3D scanner capable of working autonomously and in real time. The autonomous scanning system will be on display at the Hannover Messe Preview on February 6 and at the Hannover Messe proper from April 23 to 27, 2018 (Hall 6, Booth A30).
Part of the charm of vintage cars is that they stopped making them long ago, so it is special when you do see one out on the roads. If something breaks or...
15.02.2018 | Event News
13.02.2018 | Event News
12.02.2018 | Event News
16.02.2018 | Information Technology
16.02.2018 | Health and Medicine
16.02.2018 | Physics and Astronomy