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Do Crossmodal Correspondences Found between Marketed Shampoo Fragrances and the Angularity of Shapes Transfer to the Shape of 2-dimensional and 3-dimensional Shampoo Bottle Designs?

Cessna, Trevor C
http://orcid.org/0000-0001-6387-2859
http://rave.ohiolink.edu/etdc/view?acc_num=ucin1460653715

Abstract Details

2016, PhD, University of Cincinnati, Arts and Sciences: Psychology.
This study aimed to investigate whether crossmodal correspondences found between odors and visual shapes in the laboratory would also occur with marketed shampoo fragrances and bottle designs. In Experiment 1, 160 participants rated each of the 12 marketed shampoo fragrances along three bipolar scales with the following anchor pairs: “bouba”/”kiki” shapes (Kohler, W. 1929. Gestalt psychology. New York: Liveright.), rounded/angular bottles, and rounded/angular labels. After completing all of these trials, participants smelled each fragrance again and provided a hedonic rating. The results revealed significant associations between two fragrances and all three angular shapes, bottles, and label designs, while additional significant associations were seen between two fragrances and all three rounded shapes, bottles, and label designs. Furthermore, these two `rounded’ fragrances were rated as more pleasant than the two `angular’ fragrances. In Experiment 2, 151 participants were randomly presented one of two fragrances that were rated as the most extreme cases of a rounded fragrance (i.e., R1 – fragrance description: gourmand/aldehydic/creamy) and of an angular fragrance (i.e., A1 – fragrance description: fougere/green/musky) from Experiment 1. Participants were presented with a series of 2D shampoo bottle designs (i.e., bottle and label designs) and were told to select as quickly as possible the best overall design in a two-option forced-choice preference elicitation procedure using a conjoint analysis paradigm. Unlike previous research, participants were forced to decide which angular shape of the shampoo bottle and label best fits the presented fragrance when the degree of angularity was systematically manipulated with each new bottle and label design pairings. Finally, MouseTracker (Freeman & Ambady, 2010), a computer mouse tracking software, was used to record both the temporal (reaction time) and spatial (projection pathway of the mouse) response patterns during the reaction time tests as the participants decide which overall bottle design was best from two options. As predicted, participants preferred congruent bottle and label designs for both fragrances: R1 was best matched with the medium rounded bottle and the high rounded label design, while A1 was best matched with the low angular bottle but was matched incongruently with the high rounded label design (the low angular label design, however, was a close second). In addition, the MouseTracker results revealed that the predicted congruent bottle designs were selected via a more direct trajectory in comparison to the unpredicted bottle designs. Following the similar preference elicitation procedure in Experiment 2, 153 participants in Experiment 3 were instead presented with a series of 3D shampoo bottle prototypes, while their dominant hand was tracked using a Kinect sensor for XBOX 360. As predicted, participants preferred congruent bottle designs for both fragrances: R1 was best matched with the medium rounded bottle, and A1 was best matched with the low angular bottle. This set of experiments yielded strong evidence that crossmodal correspondence between fragrances and the angularity of shapes and bottle designs occurred. More importantly, the results reported here represent the first evidence that correspondences remained relatively consistent across different bottle design tasks and across multiple naive participants.
Michael Riley, Ph.D. (Committee Chair)
Adelheid Kloos, Ph.D. (Committee Member)
Kevin Shockley, Ph.D. (Committee Member)
109 p.
Psychology
Crossmodal Correspondences; Bottle Design; Fragrance

Recommended Citations

Citations

  • Cessna, T. C. (2016). Do Crossmodal Correspondences Found between Marketed Shampoo Fragrances and the Angularity of Shapes Transfer to the Shape of 2-dimensional and 3-dimensional Shampoo Bottle Designs? [Doctoral dissertation, University of Cincinnati]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1460653715

    APA Style (7th edition)

  • Cessna, Trevor. Do Crossmodal Correspondences Found between Marketed Shampoo Fragrances and the Angularity of Shapes Transfer to the Shape of 2-dimensional and 3-dimensional Shampoo Bottle Designs? 2016. University of Cincinnati, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ucin1460653715.

    MLA Style (8th edition)

  • Cessna, Trevor. "Do Crossmodal Correspondences Found between Marketed Shampoo Fragrances and the Angularity of Shapes Transfer to the Shape of 2-dimensional and 3-dimensional Shampoo Bottle Designs?" Doctoral dissertation, University of Cincinnati, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1460653715

    Chicago Manual of Style (17th edition)

ucin1460653715
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This open access ETD is published by University of Cincinnati and OhioLINK.