Work

Evaluating replicability of ten influential research on sensory marketing

Year: 2022

Type: article

Abstract: 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.

Source: Frontiers in Communication

DOI: 10.3389/fcomm.2022.1048896

Authors: Kosuke Motoki, Sayo Iseki

Institutions: Miyagi University, The University of Tokyo, Chukyo University

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $950

Funder: Japan Society for the Promotion of Science