Tapping Embodied Brand Knowledge: A Comparison of Visual versus Multisensory Retrieval Methods

Building on the assumption that sensoriality is essential to how we experience our lifeworld and generate embodied cognitive representations thereof, this chapter provides insights into the methodological challenges of tapping embodied knowledge in a branding context. Embodied brand knowledge results from multisensory brand experiences, is stored at a non-conscious modality-specific cognitive level and is expressed via metaphors. Retrieving embodied brand knowledge requires methods that (a) stimulate senses involved in past brand experiences and (b) encourage metaphorical expression. This study empirically compares the value of a visual method (autodriving) versus a multisensory method (multisensory sculpting) for embodied brand knowledge retrieval. The results support the theoretical assumption that multisensory sculpting elicits more and more diverse embodied brand knowledge elements than autodriving, and gives deeper insights into the multisensory origins of embodied brand knowledge. ‘Transcending’ visuality thus appears recommendable for gaining deep insights into the embodied mind.