Loyola University Chicago Loyola eCommons School of Business: Faculty Publications and Other Works Faculty Publications 1-2014 Making Choices While Smelling, Tasting, and Listening: The Role of Sensory (Dis)similarity When Sequentially Sampling Products Dipayan Biswas University of South Florida,
[email protected] Lauren Labrecque Loyola University Chicago,
[email protected] Donald R. Lehmann Columbia University,
[email protected] Ereni Markos Suffolk University,
[email protected] Follow this and additional works at: https://ecommons.luc.edu/business_facpubs Part of the Marketing Commons Recommended Citation Biswas, Dipayan; Labrecque, Lauren; Lehmann, Donald R.; and Markos, Ereni. Making Choices While Smelling, Tasting, and Listening: The Role of Sensory (Dis)similarity When Sequentially Sampling Products. Journal of Marketing, 78, : 112-126, 2014. Retrieved from Loyola eCommons, School of Business: Faculty Publications and Other Works, http://dx.doi.org/10.1509/jm.12.0325 This Article is brought to you for free and open access by the Faculty Publications at Loyola eCommons. It has been accepted for inclusion in School of Business: Faculty Publications and Other Works by an authorized administrator of Loyola eCommons. For more information, please contact
[email protected]. This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License. © American Marketing Association, 2014 Dipayan Biswas, Lauren I. Labrecque, Donald R. Lehmann, & Ereni Markos Making Choices While Smelling, Tasting, and Listening: The Role of Sensory (Dis)similarity When Sequentially Sampling Products Marketers are increasingly allowing consumers to sample sensory-rich experiential products before making purchase decisions. The results of seven experimental studies (two conducted in field settings, three conducted in a laboratory, and two conducted online) demonstrate that the order in which consumers sample products and the level of (dis)similarity between the sensory cues of the products influence choices.