Klemens Knoeferle

Klemens Knoeferle
BI Norwegian Business School | BINBS · Department of Marketing

PhD

About

25
Publications
15,574
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774
Citations
Introduction
Associate Professor at the Department of Marketing, BI Norwegian Business School. Co-founder of the Center for Multisensory Marketing (CMM). Research focus on Marketing, Consumer Behavior, and Cognitive Psychology.
Additional affiliations
November 2011 - February 2013
University of Oxford
Position
  • PostDoc Position
February 2009 - December 2011
University of St.Gallen
Position
  • PhD Student

Publications

Publications (25)
Chapter
There has been a recent surge of interest in the multisensory aspects of advertising from both scholars and practitioners. In part, this development is attributable to the growing realization that our senses do not operate independently, but constantly interact with, and influence, one another. This surge, however, is also partially attributable to...
Article
Recent evidence demonstrates that the presentation of crossmodally corresponding auditory stimuli can modulate the taste and hedonic evaluation of various foods (an effect often called "sonic seasoning"). To further understand the mechanism underpinning such crossmodal effects, the time at which a soundtrack was presented relative to tasting was ma...
Article
Full-text available
Research suggests that in-store crowding can lower customers’ spending, thus limiting overall benefits of high store frequentation. Here, we propose that this negative effect can be mitigated by adjusting store ambiance, specifically by using certain types of in-store music. To test this idea, we conducted a longitudinal field experiment in which w...
Article
Full-text available
Sound symbolism refers to the non-arbitrary mappings that exist between phonetic properties of speech sounds and their meaning. Despite there being an extensive literature on the topic, the acoustic features and psychological mechanisms that give rise to sound symbolism are not, as yet, altogether clear. The present study was designed to investigat...
Article
Full-text available
Building on recent psychological research showing that power increases self-focused attention, we propose that having power increases accuracy in perception of bodily signals, a phenomenon known as interoceptive accuracy. Consistent with our proposition, participants in a high-power experimental condition outperformed those in the control and low-p...
Article
Full-text available
People robustly associate various sound attributes with specific smells/tastes, and soundtracks that are associated with specific tastes can influence people’s evaluation of the taste of food and drink. However, it is currently unknown whether such soundtracks directly impact the eating experience via physiological changes (an embodiment account),...
Article
Full-text available
Building on models of crossmodal attention, the present research proposes that brand search is inherently multisensory, in that the consumers’ visual search for a specific brand can be facilitated by semantically related stimuli that are presented in another sensory modality. A series of five experiments demonstrates that the presentation of spatia...
Article
The present online study was designed to investigate whether the expected flavor associated with a colored beverage is affected by the type of receptacle in which the drink is presented. More than 400 participants from France, Japan and Norway viewed photographs of red, green, yellow, blue, orange, brown and clear beverages presented in a water gla...
Article
Full-text available
Prior research provides robust support for the existence of a number of associations between colors and flavors. In the present study, we examined whether congruent (vs. incongruent) combinations of product packaging colors and flavor labels would facilitate visual search for products labelled with specific flavors in a Stroop-like manner. Across t...
Article
Building on existing research into sound symbolism and crossmodal correspondences, this article proposes that crossmodal correspondences—systematic mappings between different sensory modalities—can be used to communicate non-musical, low-level sensory properties such as basic tastes through music. The present study demonstrates that crossmodal corr...
Conference Paper
Full-text available
Across three experiments, consumers’ brand search was facilitated by spatially non-informative sounds associated with the target brand. Response latencies and eye movements to the target brand were faster in the presence of congruent (vs. no) sound. This crossmodal facilitation effect held even for newly-learnt associations between brands and sonic...
Article
Full-text available
Background: We report on what may well be the world’s largest multisensory tasting experiment. Over a period of four days in May 2014, almost 3,000 people sampled a glass of red wine while in a room in which the colour of the lighting and/or the music was changed repeatedly. The participants rated the wine, presented in a black tasting glass, on ta...
Article
Full-text available
In this article, the rapidly growing body of research that has been published recently on the topic of crossmodal correspondences that involve auditory and gustatory/flavor stimuli is critically reviewed. The evidence demonstrates that people reliably match different tastes/flavors to auditory stimuli varying in both their psychoacoustic (e.g., pit...
Article
Full-text available
Sound plays an essential role in customers’ daily interactions with products, often influencing their cognitive processes, their emotions, and more generally their behavior. As this realization takes hold, more and more companies begin to take an active interest in the acoustic design of their products. This article demonstrates how marketers can e...
Article
Searching for a particular product in a supermarket can be a challenging business. The question therefore arises as to whether cues from the shopper’s other senses can be used to facilitate, guide, or bias visual search toward a particular product or product type. Prior research suggests that characteristic sounds can facilitate visual object local...
Article
Sound symbolism refers to the systematic mappings that exist between phonological properties of words and their meaning. Despite there being an extensive literature on the topic, the phonological properties and psychological mechanisms that give rise to sound symbolism are not, as yet, altogether clear. Challenging the widespread assumption that di...
Article
Full-text available
Though practitioners have relied on tempo as a criterion to design in-store music, scant attention has been devoted to the mode of musical selections, and no consideration has been given to the potential for the interactive effects of low-level structural elements of music on actual retail sales. The current research reports a field experiment wher...

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Projects

Projects (2)
Project
Understanding how different aspects of environments (e.g., visual, auditory, olfactory, and tactile properties; social dimensions) influence consumers' cognition, emotion, and behavior.