Loud tastes, colored fragrances, and scented sounds: How and when to mix the senses in persuasive communications

Synesthetic, or cross-sensory, associations equate sense A to sense B and a re prevalent in persuasive language in mass communication. Consider,for exa mple, "Bright Crunch" for Stm Crunchers cereal) and "the Loudest Taste on E arth" (for Doritos), which are examples of synesthetic advertising claims. Based on theory of synesthesia and of metaphor, this research tests whether the literal use of both senses A and B by the product inhibits our appreci ation of synesthetic language and thus reduces its persuasive impact. Findi ngs are discussed with respect to the underlying processes by which synesth etic metaphors persuade and the implications for sensory-rich media.