“Multisensory brand search: How the meaning of sounds guides consumers’ visual attention”: Correction to Knoeferle et al. (2016).

Abstract

Reports an error in "Multisensory brand search: How the meaning of sounds guides consumers' visual attention" by Klemens M. Knoeferle, Pia Knoeferle, Carlos Velasco and Charles Spence (Journal of Experimental Psychology: Applied, 2016[Jun], Vol 22[2], 196-210). In the article, under Experiment 2, Design and Stimuli, the set number of target products and visual distractors reported in the second paragraph should be 20 and 13, respectively: "On each trial, the 16 products shown in the display were randomly selected from a set of 20 products belonging to different categories. Out of the set of 20 products, seven were potential targets, whereas the other 13 were used as visual distractors only throughout the experiment (since they were not linked to specific usage or consumption sounds)." Consequently, Appendix A in the supplemental materials has been updated. (The following abstract of the original article appeared in record 2016-28876-002.) 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 5 experiments demonstrates that the presentation of spatially nonpredictive auditory stimuli associated with products (e.g., usage sounds or product-related jingles) can crossmodally facilitate consumers' visual search for, and selection of, products. Eye-tracking data (Experiment 2) revealed that the crossmodal effect of auditory cues on visual search manifested itself not only in RTs, but also in the earliest stages of visual attentional processing, thus suggesting that the semantic information embedded within sounds can modulate the perceptual saliency of the target products' visual representations. Crossmodal facilitation was even observed for newly learnt associations between unfamiliar brands and sonic logos, implicating multisensory short-term learning in establishing audiovisual semantic associations. The facilitation effect was stronger when searching complex rather than simple visual displays, thus suggesting a modulatory role of perceptual load. (PsycINFO Database Record