L'impatto degli stimoli artistici e musicali sulle percezioni del consumatore

In marketing literature, many studies focused on the effects of sensory stimulation on consumer perceptions and product evaluations. This paper investigates the role of sight and hearing, referring to art and, more precisely, to painting and music. The aim of the paper is to understand the influence of these stimuli on product perception when paint and music are combined. Moreover, the aim of the research is to understand how the visual and the auditive stimuli influence product perception and to test their interaction. The empirical analysis is based on an experiment using a consumer good and four sensory stimuli - two visual (a paint and a picture) and two musical (two tracks evocating different moods) - supporting the product.