Die Veranstaltungen an der EBS Universität

Spring Research Colloquium with Impact #9

7. Juli 2022 13:15 Uhr
EBS Campus Rheingau - Schloss
Rheingaustraße 1
65375 Oestrich-Winkel
Raum: K2 (hybrid)

Um den Austausch im Bereich der Forschung zu intensivieren, möchten wir Sie zu unserer Research Colloquia Reihe im Spring Term diesen Jahres einladen, die unter dem Oberthema „Impact“ steht und von unserer Vizedekanin Forschung Karin Kreutzer organisiert wird.

Liebe Freunde, liebe Kolleginnen und Kollegen,

in ihrer Funktion als Prodekanin für Forschung lädt Prof. Dr. Karin Kreutzer Sie herzlich zum Frühjahrskolloquium der EBS Business School zum Thema „Impact“ ein.

Nehmen Sie an folgendem Vortrag von Prof. Dipayan Biswas, PhD (Professor of Marketing in the School of Marketing and Innovation, University of South Florida) teil:

Smelling Colors: Cross-Modal Correspondence Between Scent and Color.


Abstract

Marketers often employ different sensory elements in retail and product strategies. Scent is a prominent retail-related sensory element, and color is an important product-related sensory element. While physical stores use ambient scents, online stores can induce scent effects through olfactory imagery; as a result, actual and imagined scents can often be encountered across a wide range of retail settings. This research examines how the temperature dimension (cool vs. warm) of an encountered scent influences the choice of colored products and packages with lower wavelengths (e.g., blue, green) versus higher wavelengths (e.g., red, orange). Prior studies on temperature experienced through haptic (i.e., touch) sensations have demonstrated sensory compensation and balancing effects whereby cool (vs. warm) temperature sensations lead to greater preference for warm (vs. cooler) temperature products. The present research demonstrates that this effect reverses when consumers encounter scents with different temperature dimensions. That is, due to the manner in which scents are processed, there are cross-modal correspondence effects whereby an encountered cool (vs. warm) scent leads to higher preference for products and packages with lower wavelength color hues. A series of experiments, including a field study at a supermarket, empirically demonstrate this effect.


Hinweis:

Nach der Anmeldung zu dieser Veranstaltung erhalten Sie den Link für Zoom.


Anmeldung
  1. * Pflichtangaben

Kontakt
Karin Kreutzer

Professorin für Social Business

Vizedekanin Forschung

Leiterin des Impact Instituts

+49 611 7102 1412
karin.kreutzer@ebs.edu