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

Sylvia von Wallpach, Maria Kreuzer

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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
ISBN (Print)9781786941589
Publication statusPublished - 2019

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