Tapping Embodied Brand Knowledge

A Comparison of Visual versus Multisensory Retrieval Methods

Sylvia von Wallpach, Maria Kreuzer

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

Abstract

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.
Original languageEnglish
Title of host publicationTransVisuality: The Cultural Dimension of Visuality : Volume III: Purposive Action - Design and Branding
EditorsAnders Michelsen, Frauke Wiegand
Number of pages16
Place of PublicationLiverpool
PublisherLiverpool University Press
Publication date2019
Pages233-248
Chapter14
ISBN (Print)9781786941589
Publication statusPublished - 2019

Bibliographical note

CBS Library does not have access to the material

Cite this

von Wallpach, S., & Kreuzer, M. (2019). Tapping Embodied Brand Knowledge: A Comparison of Visual versus Multisensory Retrieval Methods. In A. Michelsen, & F. Wiegand (Eds.), TransVisuality: The Cultural Dimension of Visuality: Volume III: Purposive Action - Design and Branding (pp. 233-248). Liverpool: Liverpool University Press.
von Wallpach, Sylvia ; Kreuzer, Maria. / Tapping Embodied Brand Knowledge : A Comparison of Visual versus Multisensory Retrieval Methods. TransVisuality: The Cultural Dimension of Visuality: Volume III: Purposive Action - Design and Branding. editor / Anders Michelsen ; Frauke Wiegand. Liverpool : Liverpool University Press, 2019. pp. 233-248
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von Wallpach, S & Kreuzer, M 2019, Tapping Embodied Brand Knowledge: A Comparison of Visual versus Multisensory Retrieval Methods. in A Michelsen & F Wiegand (eds), TransVisuality: The Cultural Dimension of Visuality: Volume III: Purposive Action - Design and Branding. Liverpool University Press, Liverpool, pp. 233-248.

Tapping Embodied Brand Knowledge : A Comparison of Visual versus Multisensory Retrieval Methods. / von Wallpach, Sylvia; Kreuzer, Maria.

TransVisuality: The Cultural Dimension of Visuality: Volume III: Purposive Action - Design and Branding. ed. / Anders Michelsen; Frauke Wiegand. Liverpool : Liverpool University Press, 2019. p. 233-248.

Research output: Chapter in Book/Report/Conference proceedingBook chapterResearchpeer-review

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AU - Kreuzer, Maria

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PY - 2019

Y1 - 2019

N2 - 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.

AB - 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.

M3 - Book chapter

SN - 9781786941589

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BT - TransVisuality: The Cultural Dimension of Visuality

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PB - Liverpool University Press

CY - Liverpool

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von Wallpach S, Kreuzer M. Tapping Embodied Brand Knowledge: A Comparison of Visual versus Multisensory Retrieval Methods. In Michelsen A, Wiegand F, editors, TransVisuality: The Cultural Dimension of Visuality: Volume III: Purposive Action - Design and Branding. Liverpool: Liverpool University Press. 2019. p. 233-248