Evaluating replicability of ten influential research on sensory marketing
抄録
<jats:p>We attempted to evaluate the replicability and generalizability of ten influential research on sensory marketing by conducting a high-powered and pre-registered replication in online settings in non-WEIRD consumers. The results revealed that only 20% of findings could be successfully replicated, and their effect sizes are as half as the original ones. Two successful studies had relatively larger sample sizes, used sound symbolism, and employed within-participants manipulation of senses. No studies involving visual factors, between-participant manipulation of senses, or interactions between factors could be replicated. Our findings reveal an initial estimate of the replicability and generalizability of sensory marketing.</jats:p>
収録刊行物
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- Frontiers in Communication
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Frontiers in Communication 7 2022-10-28
Frontiers Media SA