For most consumers worldwide, it takes mere seconds to choose a product in-store or online, leaving a very small window for brands to make an impression and capture consumer interest. And when shopping or interacting with a product – be that in beauty, personal care, food, drink or other sectors – multiple senses could be at play.
Professor Charles Spence, head of Oxford University’s Crossmodal Research Laboratory at the Department of Experimental Psychology in the UK, had been studying these behaviour patterns for some time.
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