Cultivating appreciation of hedonic products: A synesthetic approach to marketing

This article examines how better to engage consumer learning synesthetically through managerial communications with hedonic products.

Editor’s Note:

In this Speaker’s Box, Kathryn LaTour investigates how better to engage consumers in learning synesthetically (causing multiple senses to interact) through managerial communications. She begins by defining the “ideal” mind-set for creating consumer learning and examines the use of cross-modal learning for memory retention. With results of a survey comparing synesthetic tendencies between experts and regular consumers, she demonstrates that learning can change the manner and way that consumers approach products. LaTour then uses an experiment to explain how communications can help consumers learn to appreciate hedonic products. Managers, she writes, can benefit from synesthetic approaches to directing...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands