Multisensory brand search: How the meaning of sounds guides consumers' visual attention.

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.