Senses influence how we perceive products, so using appropriate sensory stimuli in advertising is important to achieve the desired effects on consumers. Eating and drinking are distinctly multisensory experiences influenced by all five senses. However, a literature review shows that there are still many open questions regarding the role of stimuli in audiovisual advertising. In this thesis, I highlight the importance of auditory stimuli. Despite the significance of sound in advertising—since it affects the perception of other stimuli, consumer attitudes towards the ad, and the product—the role of sound in audiovisual ads has received little attention. Therefore, in my thesis, I focus on studying sound in the context of achieving a multisensory experience and consumers' desired sensory and behavioural responses. Through empirical research, which included an experiment conducted via an online questionnaire, I examined the impact of sound stimuli on sensory imagery and attitudes towards the ad, the beverage's taste, and the product. The results show that participants who saw the ad with added sound stimuli rated their sensory imagery as more positive but not more vivid or numerous. Adding sound stimuli made it easier for participants to imagine auditory imagery, but it did not affect the perception of other sensory imagery modalities. However, participants who viewed the ad with added sound stimuli had a more positive attitude towards the ad, the beverage’s taste, and the product. I also found that richer sensory imagery influences attitudes towards the ad, the beverage’s taste and the product.
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