Details

Autor(en) / Beteiligte

• Motoki, Kosuke
• Iseki, Sayo

Titel

Evaluating replicability of ten influential research on sensory marketing

Ist Teil von

• Frontiers in communication, 2022-10, Vol.7

Ort / Verlag

Frontiers Media S.A

Erscheinungsjahr

2022

Quelle

EZB Free E-Journals

Beschreibungen/Notizen

• 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.