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The Power of Sensory Marketing in Advertising
... In psychology, for example, researchers have explored music's impact on human behaviour in various ways (Sedikides et al. 2022). In tourism, previous studies explore music and its implications for destination managers and marketers (Fan et al. 2023;Krishna et al. 2016). By synthesising theoretical insights with real-world applications, other studies offer actionable strategies and recommendations for leveraging music as useful tools in destination marketing efforts (Oh et al. 2015). ...
... Sensory marketing is viewed as the application of sensation and perception knowledge to the marketing domain, specifically to consumer perception, cognition, emotion, learning, preference, choice, or assessment (Krishna 2012;Krishna et al. 2016;Krishna and Schwarz 2014). From a managerial perspective, brand identity is structured by a product's quality, interaction, sophistication, or innovativeness and can be created from sensory marketing (Krishna et al. 2016). ...
... Sensory marketing is viewed as the application of sensation and perception knowledge to the marketing domain, specifically to consumer perception, cognition, emotion, learning, preference, choice, or assessment (Krishna 2012;Krishna et al. 2016;Krishna and Schwarz 2014). From a managerial perspective, brand identity is structured by a product's quality, interaction, sophistication, or innovativeness and can be created from sensory marketing (Krishna et al. 2016). ...
This chapter investigates the influence of music videos (MV) on brand attachment in heritage destinations, specifically the effects of music video-induced emotions. Drawing on Stimulus-Organism-Response (SOR) theory and sensory marketing theory, it proposes a conceptual framework for examining the relationship between music video-induced emotions and heritage destination brand attachment. Domestic tourists (N = 152) to Hue city, Vietnam were given an online questionnaire after watching MV footage filmed at two heritage sites in the city. Structural Equation Modelling (SEM) was used to assess their nostalgia and fantasy proneness. Results suggest that emotions induced by music in marketing videos can directly trigger tourists’ attachment to historical destination brands, either independently or through the mechanisms of historical nostalgia and fantasy proneness. This chapter provides valuable insights for destination operators seeking to leverage music as an effective tool for enhancing tourists’ destination image.
... Previous studies in the field of marketing in general, and advertising and promotion in particular, focused on human senses, as researchers considered providing logical explanation for how advertising and promotion materials impact audiences. Sensory marketing is a marketing method in which customers become affected by their senses (Krishna et al., 2016). It evaluates various kinds of perceptions, namely auditory, visual, gustatory, haptic and olfactory (Silaban et al., 2023). ...
... Researchers have previously overlooked this fundamental element, primarily concentrating on human senses. As noted, sensory advertisements provide customers with direct and indirect cues to attract their senses (Krishna et al., 2016). Human senses result from the operation of the sensory organs, which gather information that is neurologically processed and analyzed by the sensory receptors. ...
Previous studies overlooked examining the role of sensory receptors regarding the effects of advertising and promotion and did not provide a detailed explanation of how these effects occur. This study focuses on these aspects, in addition to distinguishing between the appetitive and defensive systems of the human psyche in order to reveal the paradoxical effects of advertising and promotion in society. An exploratory qualitative research was conducted, utilizing in-depth structured interviews with 12 participants, including 12 open ended questions and supported by previous literature reviews. The functions of sensory receptors and brain regions must be empirically studied, regarding the neural mechanisms of advertising and promotional processes. This research also investigates the effect of advertising and promotional materials on the viewer's appetitive and defensive systems, in addition to the effect of repeated exposure to these materials on the brain areas responsible for memory and emotions.
... In the increasingly f ast-paced world of marketing and advertising, companies are constantly seeking new ways to capture consumer attention and consequently boost their sales (Krishna et al., 2016;Wörf el et al., 2022). Based on this, in his 1999 article, Schmitt explores a new approach to marketing called "Experiential Marketing" with the same approach as behavioral economics (Thaler, 2016). ...
... The consideration and use of senses as an essential part of marketing strategies has a long history. However, the concept of "Sensory Marketing" or "Multisensory Marketing", or even "Sensehacking" (Spence, 2021), only emerged when branding and marketing prof essionals began to f ocus on the use of the senses of smell and hearing, in addition to sight, touch, and taste (Krishna et al., 2016). This demonstrated how senses interact with and inf luence our mind, body, and behaviours (Spence, 2021). ...
It is now well known that marketing is evolving. In this context, sensory marketing can be defined as a revolutionary approach to consumer engagement that leverages the five human senses to create immersive and memorable product experiences. This strategy aims to build stronger emotional connections and enhance interactions with the brand or the product itself by tapping into the complex web of sensory perception. A key concept in sensory marketing is crossmodal correspondence, which explores how the activation of one sense can influence the perception of another. For example, the perceived sweetness of a product can be heightened when associated with the color red. Integrating neuromarketing principles, which utilize insights from neuroscience, further enhances the effectiveness of sensory marketing. This integration allows marketers to understand the subconscious decision-making processes that drive consumer behavior. Visual elements, particularly color, play a crucial role, with studies showing that color significantly impacts initial product judgments. Sensory marketing transcends traditional sales tactics by fostering deep, lasting relationships with consumers through multi-sensory experiences that engage sight, sound, touch, taste, and smell. This holistic approach requires a comprehensive understanding of target demographics, consumer psychology, and the art of creating personalized, engaging experiences. As the marketing landscape evolves, sensory marketing stands at the forefront of innovation, offering a pathway to more meaningful consumer engagement and greater brand loyalty.
... Music affects purchase intention (Efendio glu, 2023), but it depends on the congruence with the sense of visionif the sound clearly represents the image, the experience is more positive (Petit et al., 2019). Consumer's age, rhythm, volume and musical preferences moderate the impact of hearing on consumer experience (Krishna et al., 2016). Haptics improve interaction and immersion in digital environments, allowing consumers to feel virtual objects (Guo et al., 2023). ...
... The results are shown in Table 4. As H4 was not supported by the prediction model, the authors conducted a Pearson correlation between hearing and age, because age can moderate the impact of hearing in consumer experience (Krishna et al., 2016). For this analysis, only the 68 respondents from the pre-experience group were considered. ...
Purpose-This paper aims to analyse the effect of vision, hearing and haptics on tourism metaverse previews and pre-experiences and compares the effects of metaverse previews and pre-experiences on the intention to visit. Design/methodology/approach-A sample of 172 individuals answered an online survey about their previous interaction with the tourism metaverse-104 had tourism metaverse previews, and 68 had tourism metaverse pre-experiences. Then, a case study of a tourism metaverse pre-experience was analysed to strengthen and further understand the quantitative study. Findings-While vision and hearing are significant in tourism metaverse previews, only vision and haptics contribute to obtaining a sense of presence in tourism metaverse pre-experiences, although the potential of hearing. Tourism metaverse pre-experiences have a stronger positive impact on the intention to visit the destination than tourism metaverse previews. Practical implications-Practitioners should integrate the sense of haptics in the metaverse pre-experiences, despite the costs involved, because the immersive sense of presence has stronger effects on visit intentions than metaverse previews. However, the dependence on sensorial stimuli and the effect on tourism growth may limit the advantages of metaverse as an alternative for impaired tourists and to reduce overtourism. Originality/value-This paper clarifies the different effects that each sensory stimulus has in the sense of presence, depending on different levels of immersiveness, requiring congruence. The value of metaverse pre-experiences is highlighted with the evidence of strengthening the intention to visit. Marketing sensorial en el metaverso Para la anticipaci on y la pre-experiencia turı´stica: el efecto sobre la intenci on de visitar destinos turísticos Objetivo: Este artículo analiza el efecto de la visi on, la audici on y el tacto en las previsualizaciones y pre-experiencias de metaversos turísticos y compara los efectos de las previsualizaciones y pre-experiencias de metaversos en la intenci on de visita. Diseño/metodología/enfoque: Una muestra de 172 personas respondi o a una encuesta online sobre su interacci on previa con el metaverso turístico: 104 habían tenido previsualizaciones del metaverso turístico y 68 habían tenido pre-experiencias del metaverso turístico. A continuaci on, se analiz o un estudio de caso de una pre-experiencia de metaverso turístico para reforzar y comprender mejor el estudio cuantitativo. Resultados: Aunque los tres estímulos sensoriales analizados son significativos en las previsualizaciones de metaversos turísticos, s olo la visi on y el tacto contribuyen a obtener una sensaci on de presencia en las pre-experiencias de metaversos turísticos, a pesar del potencial de la audici on. Las pre-experiencias en el metaverso turístico tienen un mayor impacto positivo en la intenci on de visitar el destino que las previsualizaciones en el metaverso turístico. Implicaciones pr acticas: Los profesionales deberían integrar el sentido del tacto en las pre-experiencias del metaverso, a pesar de los costes que ello implica, porque la sensaci on inmersiva de presencia tiene efectos m as fuertes en las intenciones de visita que las previsualizaciones metaverso. Sin embargo, la dependencia de los estímulos sensoriales y el efecto sobre el crecimiento del turismo pueden limitar las ventajas de los metaversos como alternativa para los turistas discapacitados y para reducir la sobreexplotaci on turística. Originalidad: Este artículo explica los diferentes efectos que cada estímulo sensorial tiene en la sensaci on de presencia, dependiendo de los distintos niveles de inmersi on, requiriendo congruencia. Se destaca el valour de las pre-experiencias en el metaverso con la evidencia de que refuerzan la intenci on de visita. Palabras clave Metaverso, Turismo, Marketing sensorial, Pre-experiencia, Previsualizaci on Tipo de papel Trabajo de investigaci on
... Previous studies in the field of marketing in general, and advertising and promotion in particular, focused on human senses, as researchers considered providing logical explanation for how advertising and promotion materials impact audiences. Sensory marketing is a marketing method in which customers become affected by their senses (Krishna et al., 2016). It evaluates various kinds of perceptions, namely auditory, visual, gustatory, haptic and olfactory (Silaban et al., 2023). ...
... Researchers have previously overlooked this fundamental element, primarily concentrating on human senses. As noted, sensory advertisements provide customers with direct and indirect cues to attract their senses (Krishna et al., 2016). Human senses result from the operation of the sensory organs, which gather information that is neurologically processed and analyzed by the sensory receptors. ...
... Visual aesthetics have long been considered a crucial determinant of advertising effectiveness [8]. The advanced display technology used in these advertisements creates an immersive effect, making it appear as though game characters have stepped into the real world and are attempting to interact with players. ...
... spondents' willingness to learn about a new game through advertisements (Photo credit:Origin)Fig. 1 Respondents' willingness to learn about a new game through advertisements (Photo credit: Origin)ondent's attention to advertisements when familiar game characters appeared on outdoor LED screens (Photo credit: Origin) sthetics have long been considered a crucial determinant of advertising effectiveness[8]. ed display technology used in these advertisements creates an immersive effect, making though game characters have stepped into the real world and are attempting to interact s. ...
This study aims to analyze the digital marketing strategies in the interactive entertainment industry and to conduct an in-depth discussion using Valorant as an example. With the advancement of technology and the change in people’s online habits, digital marketing plays an increasingly important role in the interactive entertainment industry. Understanding consumer behavior and intentions can help reflect and improve advertising and related fields. By distributing questionnaires to collect and analyze consumers’ attitudes and reactions to different marketing strategies, the study finds that the synergy between digital marketing and outdoor advertising significantly increased brand awareness and user engagement. Social media advertising attracts potential users, while outdoor advertising enhances brand visual impact and loyalty. Through the analysis of the successful “Valorant” case, this study reveals the critical factors of digital marketing in user acquisition, retention, and stickiness. It explores these strategies’ replicability and innovation in other interactive entertainment products. Meantime provides a valuable empirical reference for the industry.
... Building on the concept of customer experience (Becker & Jaakkola, 2020), the study contributes to sensory experience literature (Cascio Rizzo et al., 2023;Lopez & Garza, 2022;Mehraliyev et al., 2020), with sensory experiences referring to customer experiences as derived from sensory interaction with different brands and providers (Ong et al., 2018). According to practitioners, the purpose of sensory marketing is to intentionally activate consumers' senses through the use of sensory cues in the shopping environment (Biswas, 2019;Petit et al., 2019;Spence & Puccinelli, Grewal, et al., 2014), with the ultimate goal of increasing sales (Krishna et al., 2016;Soars, 2009). To foster emotional attachment and consumer loyalty, some brands even go so far as to integrate sensory cues and marketing into the whole brand experience (Shahid et al., 2022). ...
... Moreover, Krishna et al. (2016) highlights the importance of visual stimuli in ad effectiveness, emphasizing the influence of ad visuals on the spontaneous generation of mental imagery in viewers. For example, changing a product's visual depiction leads viewers to imagine interacting with that product and can thereby increase purchase intention (Elder & Krishna, 2012). ...
Sensory encounters are an essential component of the customer experience. However, most of the research conducted thus far has used self‐reported measuring techniques to address sensory experiences, which have limitations in holistically capturing the sensory encounters. Text analysis coupled with online reviews provides valuable customer experience information and at the same time, the data contains many suggestions regarding consumers’ sensory experiences. Consequently, online review data can be used to gain insights into how consumers’ sensory experiences—visual, olfactory, auditory, gustatory, and tactile—are represented in the dynamics of online reviews. Using a data set of 13,575 online reviews from Trustpilot and expanding upon the vocabulary of senses, we investigate how customers’ sensory experiences during grocery shopping relate to online review ratings. We discover that the interaction is more complex than one might think because the review star rating rises in the presence of visual and gustatory cues, while the effects of auditory, olfactory, and tactile cues are not demonstrated. We recommend marketers to monitor eWOM related to their own brand, as it can provide indications of what kind of sensory experiences customers have encountered.
... The second most frequent thematic category among the food-related ads was 'Sound and visual effects' . Using sensory resources (e.g., ingredients mixing to form a delicious product and very creamy cheese wrapping a pasta dish) that engage the consumers' sensory senses and affect their perception, judgment, and behavior, food companies make the product attractive and reaffirm the qualities of both the brand and the product [49,50]. In the context of COVID-19, ads classified in this category often employed emotionally evocative soundtracks, alluding to moments of uncertainty. ...
... For example, an ad showing a chocolate bar melting generates the sensation of dynamism and movement and the spectator continues to remember the image in movement. Consequently, this strategy encourages consumers to spend more time engaging with the ad [50]. ...
Background
With the COVID-19 pandemic and the restrictions imposed to contain the spread of SARS-CoV-2, the Brazilian population has increased the time spent at home and watching television (TV). Since food advertising exposure is a key driver of food choices, this study described the content of food advertisements (ads) on Brazilian TV during the COVID-19 pandemic.
Methods
This is an exploratory study. A total of 684 h of TV programming comprised of three free-to-air channels and two pay-per-view channels was recorded from 06 a.m. to 12 a.m. for eight non-consecutive days in June 2020. A content analysis of all the food-related ads was carried out. The data collection process followed INFORMAS Protocol for TV food advertising monitoring.
Results
The sample was composed of 7,083 ads, 752 (10.6%) of which were food-related and 487 (6.9%) were promoting ultra-processed foods. The content analysis indicated seven thematic categories, all of them with reference to the COVID-19 pandemic: brand and product differentials (79.8%); visual and sound effects (70.2%); thematic campaigns (56.0%); digitization (22.9%); convenience (16.5%); economic benefits (11.9%); and commensality and social interaction (6.1%). Ads content varied according to the day of the week, the time of the day, the length of the ad, and the channel type.
Conclusions
The thematic of food advertising on Brazilian TV during the COVID-19 pandemic is aligned with the country’s health crisis context and varied during the programming.
... The scientists developed a dual-process model to derive a better understanding of these sensory combinations. Krishna et al. (2016) emphasises that congruence between the sensory stimuli and the object's function is essential in perception and purchase intention. Researchers like Ruzeviciute et al. (2020) also discuss the importance of product congruence. ...
... Accordingly, it could be assumed that with decreasing congruence, the products are perceived as an undifferentiated conglomerate and thus the respective sensory stimuli are not encoded independently. Researchers have already discussed the negative influence of a lack of congruences, such as Ruzeviciute et al. (2020) and Krishna (2016) and the results also verify these findings in the context of this experimental study to online stores. According to the results, it can be cautiously postulated that a lack of congruence seems to influence the recipients' perception. ...
... Given its powerful sensory nature, ASMR is a natural fit for sensory marketing; that is, "marketing that engages with consumers' senses and affects their behaviors" (Krishna, 2010, p. 2). Both the advertising and consumer psychology literatures have documented the effectiveness of sensory marketing in driving advertising success (Krishna, 2012;Krishna, Cian, and Sokolova, 2016). ...
... digital engagement with ASMR content on social media. In doing so, the authors also add to the broader literature of sensory marketing (Krishna, 2012;Krishna et al., 2016) by shedding light on the critical role of social media influencers in maximizing the efficacy of sensory advertising experiences (Li, Chen, and Zhou, 2023). ...
... A study by Nielsen (2015) surveyed that almost every television commercial contained music. Given the ubiquity of music, it is essential to understand its effects, since music in advertising has been found to affect the persuasiveness of advertising by influencing mood and engagement (Krishna et al., 2016). In a store, unsuitable background music might send a signal to the customers that they are in a place where they do not belong. ...
... Research suggests that incorporating a haptic component may be beneficial for ads (Krishna et al., 2016). An advertising message containing a touch element is perceived as more compelling, especially when the touch helps stimulate neutral or positive sensory feedback (Peck and Wiggins, 2006). ...
... For instance, Spence et al. (2014) revealed that the extensive use of sensory cues in a store environment could lead to consumers' sensory overload, finally resulting in negative responses. Although sensory marketing theory has some limitations, it is effective in interpretation and has been widely employed by researchers in different domains, such as advertising (Krishna et al., 2016), experiential marketing (Brakus et al., 2014), hospitality (Lee, 2018), restaurants (Silaban et al., 2023), and healthcare (Tran et al., 2024). ...
Archaized block is a unique form of urban tourism resources. Although it has gained much popularity among tourists, studies on archaized blocks, especially the tourist experience, are limited. Using sensory marketing theory, this study investigates the tourist experience of archaized blocks. A qualitative content analysis approach was employed to analyze 1,231 tourist-generated online text reviews. This analysis identified five dimensions of the tourist experience in archaized blocks. Specifically, multisensory experiences were recognized as the most fundamental tourists' experiences that can stimulate more valuable tourism experiences, including a sense of the past, cultural confidence, and leisure identity. Besides, the findings showed that multisensory experiences can also result in a negative tourism experience: travel burnout. This study offers significant theoretical and practical implications for archaized block tourism studies and sensory marketing practices. Last, this research also calls for more international scholars to explore archaized blocks, advocating for a nuanced understanding that acknowledges the diverse dynamics of archaized blocks in different sociocultural contexts.
... However, alternative techniques within the realm of sensory marketing can also influence mental imagery. Elements such as images, sounds, and statements can be crafted to trigger mental imagery by tapping into consumers' memories, as demonstrated in the work of Krishna et al. (2016) and Krishna and Schwarz (2014). With the increasing integration of displays into voice devices, leveraging these sensory inputs becomes even more feasible, opening up exciting new research avenues. ...
Purpose:
Voice assistants (VAs) could be a game changer in conversational commerce. However, consumers often reject purchase recommendations by VAs due to disfluency and low credibility of VAs’ messages. To overcome these barriers and increase recommendation adoption, this study examines which language style leads to voice commerce success and how consumer-related boundary conditions shape this effect.
Design/methodology/approach:
In three experiments, the authors collected data from consumers listening to VA recommendations in different styles and commerce settings. The first study examines the effect of figurative (vs literal) language on recommendation adoption, while the second study focuses on the moderating impact of consumers’ consumption goals (hedonic vs utilitarian). The third study delves into the underlying mechanisms leading to enhanced visual fluency in voice interactions.
Findings:
The experiments demonstrate that figurative language increases visual fluency, with no differences across consumption goals (hedonic vs utilitarian). However, figurative language enhances credibility in a hedonic context while reducing it in a utilitarian one. Visual fluency and credibility mediate the effect of figurative language on recommendation adoption. The results further reveal the crucial role of arousal for triggering visual fluency in response to figurative language.
Originality/value:
This research examines how and when using language styles from human-to-human communication context can enhance service interactions in the voice-driven marketplace. It shows that a VA’s figurative language can lead to a trade-off between visual fluency and credibility, but a match with the right consumer goal eliminates it. Therefore, this research provides new insights on when embodied voice systems either limit or boost voice commerce success.
... Sensory mismatches occur at the perceptual level when consumers' sensory needs and limitations are not addressed in the marketplace, whether intentionally or not. For example, product packaging and commercials are characterized by several sensory dimensions (Krishna, Cian, and Aydınoğlu 2017;Krishna, Cian, and Sokolova 2016). Deaf consumers may miss important information in the majority of commercials because they lack closed captioning. ...
The United Nations 2030 Agenda for Sustainable Development emphasizes the need to reduce inequalities based on disability to ensure a life of dignity for all. However, the marketplace has yet to fully address the needs of consumers who experience systemic choice restrictions and daily barriers due to disabilities. This article offers a conceptual framework that identifies sources of sensory, cognitive, behavioral, and social (mis)matches in a consumer's journey, leading to perceptions of marketplace inclusion or exclusion. The authors examine the role of inclusive design in facilitating the alignment of abilities and its impact on consumer well-being and firm profitability. The article concludes with a stakeholder-focused inclusive design research agenda at the intersection of public policy, firm strategy, and consumer well-being.
... Estetika visual dan format presentasi merupakan komponen penting dalam strategi pemasaran (Krishna et al., 2016). Penelitian sebelumnya telah meneliti dampak estetika visual dan modalitas presentasi terhadap persepsi konsumen tentang kredibilitas informasi dan kepercayaan (Natanegara, 2021), serta peran estetika visual dan modalitas presentasi dalam iklan Instagram untuk merek pakaian mewah dan tanggapan konsumen (Kusumasondjaja, 2020 ...
Meningkatnya pengaruh media sosial dalam pemasaran digital telah menjadikan estetika visual dan modalitas presentasi sebagai elemen kunci dalam komunikasi merek. Instagram, sebagai platform yang digerakkan secara visual, memiliki dampak yang luar biasa pada persepsi dan keterlibatan konsumen dengan produk kecantikan. Baik merek kecantikan high-end maupun high-street memanfaatkan Instagram untuk meningkatkan visibilitas mereka, tetapi keampuhan pendekatan mereka terhadap presentasi visual mungkin berbeda satu sama lain. Penelitian ini bertujuan untuk menguji penggunaan estetika visual (klasik vs. ekspresif) dan modalitas presentasi (tunggal vs. ganda) dalam unggahan Instagram oleh merek kecantikan high-end dan high-street, serta dampaknya terhadap keterlibatan konsumen. Artikel ini menggunakan analisis konten kuantitatif untuk menganalisis 1.165 unggahan Instagram dari empat merek kosmetik—Dior Beauty, Fenty Beauty, Maybelline, dan NYX Cosmetics—yang diunggah pada kuartal pertama tahun 2023. Hasil penelitian menunjukkan tidak ada perbedaan substansial dalam menyajikan modalitas antara merek kecantikan high-end dan high-street. Namun, estetika visual mempengaruhi keterlibatan konsumen, terutama dalam hal komentar, sementara tidak ada efek signifikan yang diamati untuk likes. Temuan ini membantu merek kecantikan menyesuaikan strategi media sosial mereka dengan menyoroti relevansi estetika visual dalam mendorong keterlibatan konsumen. Penelitian di masa depan disarankan untuk menyelidiki faktor psikologis dan perilaku yang memengaruhi keterlibatan konsumen dengan konten merek.
... La publicidad aparece en la televisión y comparte características con la música. Krishna et al., (2016) analizan el impacto en la persuasión en una relación positiva en la influencia sobre la actitud y el desenvolvimiento, generando sentimientos espontáneos y reacciones por la música, sin importar el contexto en el que este fenómeno sucede. Sin embargo, cuando el consumidor entra contacto con la música con un estilo, ritmo, fuertes percusiones, permite la atracción de atención estimulando procesos neuronales de manera inconsciente. ...
El presente estudio examina la relación entre elementos psicográficos, sensoriales y la satisfacción del consumidor responsable en Ciudad Victoria, Tamaulipas, con el objetivo de determinar los factores que influyen en dicha satisfacción. La investigación empleó una metodología cuantitativa con diseño correlacional, utilizando un cuestionario estructurado con escala Likert de 5 puntos, analizado mediante PLS-SEM en SmartPLS v4, bajo un modelo formativo-reflectivo. Se obtuvo una muestra de 175 consumidores de nivel socioeconómico medio-bajo a medio-alto, con una distribución de 54.3% mujeres y 45.7% hombres, predominando el segmento de 21-30 años (40%). Los resultados revelaron que las actitudes, estilo de vida, gusto y audición ejercen una influencia significativa en la satisfacción del consumidor, mientras que los valores personales y experiencias visuales no mostraron impacto significativo. Se identificó una relación positiva entre la satisfacción y el consumo responsable. El estudio concluye que la satisfacción del consumidor y el consumo responsable pueden coexistir cuando las empresas implementan estrategias sensoriales y psicológicas efectivas que reflejen los valores y estilos de vida de los consumidores, integrando la sostenibilidad en sus productos y servicios. Estos hallazgos contribuyen a la literatura sobre marketing sensorial y comportamiento del consumidor, proporcionando evidencia empírica sobre la interacción entre factores psicográficos, sensoriales y consumo responsable.
... According to a 1949 research, over 99% of Americans could recognize a Coke bottle just by its shape. Coca-Cola's contour bottle was ultimately successful in registering as a trademark thanks to this survey result, making it the second packaging design in history to have this distinction [5]. As a result, customers have developed strong visual impressions of this distinctive and recognizable bottle form, which eventually comes to symbolize Coca-Cola itself. ...
In recent years, globally recognized brands' advantages have become evident. Firms are expanding globally, intensifying competition. To maintain market share, retain customers, and enhance profitability, many global companies are focusing on marketing strategies. The Coca-Cola Company, founded in 1892, is a US-based multinational leader in beverages. It markets soft drinks, notably its flagship brand Coca-Cola, alcoholic and non-alcoholic drinks globally. This article mainly examines Coca-Colas unique marketing strategies and their impacts worldwide. This research analyzes Coca-Cola's marketing strategy using journals, media, financial reports, and big data. By exploring a variety of data resources, this study combines quantitative (stock price, earnings, sales) and qualitative (academic, media) analysis to evaluate marketing initiatives' impacts, inferring effects from data fluctuations. Coca-Cola's multifaceted marketing strategies, particularly sensory marketing, localization strategy, and co-branding, have proven effective in enhancing brand perception, raising awareness, and boosting profitability and sales. This paper may offer some references for other small- and medium-sized enterprises.
... Elder and Krishna (2010) found engaging multisenses significantly influences sensory perceptions, supporting grounded cognition theory, which links cognitive processes with digital-virtual experiences (Papies et! al., 2022). To fill the gap in understanding how sensory input affects behavior (Krishna et! al., 2016), this paper incorporates all senses triggered through FAs on Instagram. ...
A rise in social media users has spurred innovative marketing strategies, particularly in content consumption. ASMRtists, creators of sensational media content, are capturing attention across the business world, especially in the food and beverage industry. This study addresses a research scarcity by exploring a link between food ASMRtists (FAs) and sensory marketing using a mixed-method technique. Phase one involved a qualitative content analysis of 240 posts uploaded by the eight most-followed FAs on Instagram, examining visual and textual elements (18,912 texts). Phase two conducted a quantitative analysis of post engagement through the number of likes, views, comments, shares, featured posts, post frequency, and duration of posts. The research results depict an essential comprehension of sensory engagement for practitioners enhancing marketing techniques.
... Fragrances in ads and packaging play an important role in capturing consumers' attention, reinforcing their attachment and positive perceptions of products, which can result in higher sales and brand loyalty (Krishna et al., 2016). On the other hand, Hagtvedt and Brasel (2016) indicate that the use of sounds, such as music in the store, has an impact on consumers' emotions, increasing their engagement and time spent in the store, resulting in higher sales. ...
... Sensory marketing, also known as five senses marketing, is a concept based on: hearing, taste, sight, smell and touch [7]. The issue of sensory marketing is a relatively new concept in management science [8]. The human perception and subjectivity factor is emerging in companies' business strategies through sensory marketing. ...
... Coupled with the innovative strategies of sensory branding, which leverage the power of sensory experiences to create lasting impressions, businesses gain a profound understanding of how to captivate and influence their target audience. Attention to sensory marketing has recently grown exponentially (Krishna, Cian, & Sokolova, 2016). Today, the targeted use of sensory cues is becoming increasingly important for marketing managers to effectively appeal to consumers (Chang & Chieng, 2006;Wiedmann, et al., 2013). ...
In this competitive world, the human senses and their responsiveness play a vital role in influencing consumer behavior and purchase patterns. Brands are using neuromarketing to employ different sensory tactics to cover the maximum market share and connect with customers. Marketers use neurosciences techniques to connect with customers on emotional and behavioral aspects, known as the sensory branding approach. This trending approach of neuromarketing helps brands to create synergy in marketing with the creative use of psychology and neurosciences to make strategies for different customers at same time. The chapter aims to explore how brands use sensory emotional connections with customers to influence them to purchase. Using a conceptual approach for this chapter, it is explained what the sensory branding uses to create a powerful brand fit strategy for different customer profiles. The author observed that marketers faced challenges and used different kinds of techniques related to neuro sensory branding which help to understand consumer and make emotional bond.
... From the academic perspective, Ortegón-Cortázar and Gómez (2016) consider that research in this field has increased over the years. Although there is little exploration of marketing about purchase behavior (Rodas and Cervantes, 2017), however understanding and measuring customer purchase behavior is fundamental (Klaus et al., 2023) and sensory marketing provides necessary tools to address it, therefore, the present study is positioned as an example to stimulate additional research attention in this direction, it responds to the call of Krishna et al. (2016) for additional research on sensory marketing. ...
Sensory marketing focuses on generating a positive experience for users through their senses, their past, their imagination or their emotions; and in tourist businesses such as coffee shops, which share the characteristics of a restaurant and a bar, it connects the tourist with the culture of the coffee families of the place visited. This research identifies the relationship between sensory marketing and purchase behaviour by assessing consumer needs and characteristics that are presented when purchasing a product in coffee shops in emerging economy countries. This is a quantitative, non-experimental, cross-sectional, correlational research, with a sample of 400 customers of coffee shops in Peru and Colombia under a probabilistic sampling, using a 33-item questionnaire for data collection and IBM SPSS as an instrument for quantitative data analysis. The results show a moderate and significant positive relationship of 0.576 in Peru and 0.419 in Colombia between sensory marketing and purchase behavior. It is also highlighted that for the Peruvian consumer, the management of the senses (50.2%) and pre-purchase moment (47%) are important, and for the Colombian consumer the management of emotions (71.3%) and post-purchase moment (67.9%) are important. It is concluded that there is a relationship between sensory marketing and purchase behavior in the coffee shops studied, so it is recommended to address sensory marketing strategies and emphasize the sensory experience during the consumer's purchase process, highlighting the culture of coffee families as a competitive advantage.
... Sensory marketing has long been supported academically by psychological theories [45], but post-pandemic, it has taken on an even greater level of importance, particularly in providing sensory experiences that enhance the consumption setting to improve the well-being of consumers [46]. Therefore, a sensory experience plays a vital role in ensuring the differentiation of the product or service in a competitive market [47], and it helps create the customers' holistic experience [48]. In this study, specifically the helpfulness of online reviews of the hotel industry is examined. ...
As a result of globalization and other factors, periodic shocks to economic activity have become more frequent in recent years. How these periods of economic uncertainty affect different business sectors and industries has become an important emerging area of research activity. Sensory experiences are increasingly recognized as an important aspect of the customer experience. Likewise, online reviews and the usefulness rating given by review consumers are important factors in the consumers’ purchasing decision-making process. How these factors are affected by periods of crisis is an underexplored area of research that this study addresses through the exploration and comparison of the perceived helpfulness of sensory experience online reviews, specifically in the hotel industry, before and since the COVID-19 pandemic. Primary data were harvested from the Booking.com website before and during the pandemic; 143,739 online reviews were analyzed using a keyword search based on six dimensions of hotel services to identify those reviews with sensory experience content. The analysis applied Herzberg’s two-factor theory, where each service attribute was examined as both positive (satisfier) and negative (dissatisfier). Empirical analytical methods were applied to produce compelling findings. The findings indicate that the reviews of multisensory experiences affect the perceived value of a post both negatively and positively, respectively, and that the pandemic did not affect the relationship between reviews and the perceived helpfulness of the reviews. This study has both theoretical and practical implications for researchers and practitioners by applying and building on Herzberg’s two-factor theory of online reviews in the hospitality sector during a period of crisis, as well as addressing a gap in the existing literature on how the pandemic affected the relationships between the online reviews of sensory experiences and their perceived usefulness. Practitioners may find the results useful in how they allocate their resources and focus during such periods to optimize their competitiveness.
... The evolving perception of consumers, from purchasing to experiencing products, has driven sensory marketing to emphasize the holistic experience offered by a brand rather than the features it offers (Huang et al., 2009;Schlosser, 2003). The goal of sensory marketing is to elicit emotional responses through the stimulation of multiple senses, focusing on the affective and experiential elements of consumption beyond the product's utility aspects (Krishna, 2012;Krishna et al., 2016). ...
This chapter analyses the pivotal role of sound in shaping the customer journey and elevating brand experiences. We explain the profound influence of auditory elements, in particular sound, music, silence, or noise, on consumer perception and behavior. By demystifying sonic branding and its implications for brand experiences, we highlight the often-overlooked potency of sound in creating memorable customer experiences. Finally, we draw on a real-world case study of Intel to illustrate sound strategies that have been successful for businesses.
... Given the amount of marketing stimuli consumers are exposed to on a daily basis, unconscious triggers, such as those that appeal to basic senses, can help marketers attract consumers more efficiently (Krishna, 2012). The total customer experience is the sum of the buying experience (interaction with the sales environment, salespeople, and other customers; Hui & Bateson, 1991), the product experience (interaction with the product; Hoch, 2002), the communication experience (interaction between the company, the customer, and other customers; Krishna et al., 2016), brand experience (interaction with brand-related stimuli such as colors, shapes, and characters; Brakus et al., 2009), and, finally, consumer experience (Brakus et al., 2009). Packaging design and presentation, whether for purchase or consumption, is often a key component of these experiences. ...
The landscape of product and service development has significantly changed recently with the aim of providing customers experiences that are more immersive and engaging. Growing understanding of the significance of sensory marketing and embodied cognition has further heightened this crucial transition. Due of its distinctive multisensory potential, the wine field presents an appealing opportunity to leverage this trend. In order to better understand the role of color in marketing, this research is focused on the relationship between colors and perceived wine's features. By conducting a series of experiments that encompassed both implicit and explicit approaches, our results confirmed that color is a powerful communication tool that significantly shapes our expectations and attention towards wine's features. The explicit approach used is that used by traditional marketing, i.e., the use of surveys with explicit questions asked to participants; as in this case, we explicitly asked the participants to specify their preferences regarding potential color preferences; however, as for the investigation of implicit behavior, a typical paradigm used by psychology was used, i.e., the Dot-Prob paradigm, which is often used to investigate attentional biases and consequently implicit responses. Therefore, acquiring a nuanced understanding of the role of color in the marketing and branding of wine can greatly improve consumer experience and offer valuable insights that can serve as industry best practices. In conclusion, as product development increasingly focuses on creating sensory and interactive experiences for consumers, the focus on understanding the role of color in marketing has intensified. Wine, with its unique potential to stimulate various senses, holds special promise in this regard.
... The expectation is therefore that auditory stimuli as part of mobile technology will lead to habitual motor responses [89] as had been found with full sensory experience having enhanced art exhibits [18], product judgement [65], advertising [42] and improved task performance [12]. For mobile payments this occurs at the payment confirmation, which in most instances is the only interaction a user has with a mobile payment platform utilising NFC (near field communication) launching automatically when held in proximity to a payment terminal [46]. ...
Incorporating fluency theory into a user experience design framework, this study utilises design considerations, drawing on complementary angles of the two theoretical domains, as a foundation with the ultimate goal of creating beneficial mobile payment experiences. An exploratory approach is deployed through semi-structured interviews to provide insights into experience design considerations utilising sensory elements and risk perception, a combination which has thus far received little attention. Research participants consist of senior managers that work for companies that create, facilitate, or accept mobile payment apps or processes. A conceptual framework is proposed with design as a starting point, including aesthetics and the need for a simplified experience, along with sensory elements that replicate familiar visual, audio, and haptic stimuli. These lead to a more usable experience that is perceived as easy to use through a frictionless experience. Usefulness is increased as exposure increases, and new app or process features can be added once prior features become familiar through repeated use. Key trade-offs include a simplified experience versus feature-rich experience, and frictionless experiences versus security risks, with key practical suggestions on how these can be approached.
... Our framework is founded upon a novel process of olfactory imagery, and includes three novel moderators of that process. Thus, the present research contributes new knowledge in an area of sensory marketing that has rich potential but limited evidence (Krishna, 2012;Krishna, Cian, and Sokolova, 2016;Peck and Childers, 2008). Below we delineate more specific theoretical contributions that our framework provides. ...
Scents can improve product evaluations, but incorporating scents in advertising and packaging is relatively inefficient and oftentimes hard to implement (e.g., online). We therefore present a theoretical framework that explains how pictures on packages and in advertisements can evoke imagined scents (olfactory imagery), thereby improving evaluations and increasing choice shares, without delivering any actual scent. Seven main studies (and four supplemental studies) demonstrate this visual-olfactory effect on product evaluations and choices, and reveal three conditions that accentuate, eliminate, and reverse this effect. First, the effect of olfactory imagery on product evaluation is greater among consumers with a stronger need for smell. Second, although many products are marketed with scented versions, we show that pictures only improve evaluations of products for which scent is a relevant or typical attribute. Moreover, although deodorizing products frequently utilize pictures of malodorous objects, we show that such pictures actually harm evaluations. By revealing that pictures can evoke imagined scents, which affect product evaluations even without an actual scent, this research demonstrates that scent has far more pervasive and powerful marketing potential than previously thought.
... Estado conceptual de la variable marketing sensorial ¿Qué es el marketing sensorial? Es una estrategia de mercadotecnia innovadora que utiliza estímulos y elementos que los consumidores perciben a través de los sentidos afectando su percepción, juicio y comportamiento (Hussain, 2019;Krishna et al., 2016;Ortegón-Cortázar & Gómez Rodríguez, 2016). Asimismo, es el estudio que enlaza los sentidos de los consumidores, y la aplicación del entendimiento de sensación y percepción al campo del marketing (Krishna & Schwarz, 2014). ...
Actualmente, en el mundo académico y científico, aunado al empresarial, se suele confundir las conceptualizaciones de términos del quehacer del marketing. Por ejemplo, el marketing sensorial es objeto de confusión con otras variables, alterando su definición, conocimiento y comprensión. Por lo tanto, para poder unificar criterios, debemos preguntarnos ¿Cuál es la diferencia conceptual y teórica del Marketing Sensorial? Este artículo tiene como objetivo resaltar la teoría y conceptualización del marketing sensorial y esclarecer las diferencias con otras variables. Se concluye que el marketing sensorial es una combinación de sensores neurológicos que refuerza las sensaciones de los consumidores, motivando su experiencia por la emoción y no la razón. Es por ello que, abriéndose un amplio campo de estudio del marketing sensorial, se invita a investigadores a incrementar el estudio con una mayor amplitud con enfoque empírico, en nuevos campos del conocimiento.
... A brief examination of contemporary advertisements (ads) reveals that food marketing is often about highlighting the food's taste (Elder & Krishna, 2010;Krishna et al., 2016). Food can be advertised using linguistic allusions to the senses, employing language that evokes the food's taste, smell, appearance, sound and texture (Roose & Mulier, 2020). ...
The effectiveness of brand slogans (also referred to as slogans in this study) in communicating product information has been widely discussed, but there is limited research on whether consumers' familiarity with slogans differs for healthy and unhealthy products, and whether gender plays a role in this context. This study investigates consumer familiarity with real unhealthy and fictitious healthy slogans and examines how consumers evaluate these slogans, which ultimately influences their brand attitude. A mixed-method approach was employed to address the research questions and hypotheses. First, a content analysis was conducted using relevant literature on slogan familiarity and brand attitude from 2007 to 2022. Subsequently, advertisement stimuli were developed based on the content analysis findings. Next, a questionnaire survey was conducted involving 122 local university students in Malaysia. The results indicate that respondents who were familiar with real slogans tended to have a positive attitude towards real brands, while participants more familiar with fictitious healthy brands exhibited a positive attitude towards fictitious healthy brands. Interestingly, gender was found to interact with slogan familiarity, specifically for fictitious healthy brands, and this effect was predominantly true for female participants only. Female consumers were found to be more affected by the slogan or messaging strategy for healthy products compared to male consumers, even for unfamiliar brands. Based on the research findings, marketers may consider tailoring their branding strategies to align with their target consumers' brand exposure, slogan familiarity, and demographic characteristics, such as gender.
Drawing on perspectives from spatial distance perceptions and construal-level theory, we investigate how the use of blurry versus clear backgrounds affects the effectiveness of video advertisements. We demonstrate that the use of blurry (clear) backgrounds is more effective when paired with concrete (abstract) messages, thereby increasing purchase likelihood. The underlying mechanism behind this effect is that the alignment between background types and message types enhances information processing fluency. As the importance of presenting a favorable visual impression is increasingly emphasized, we offer novel insight into how practitioners and consumers can utilize background blurriness in their video advertisements.
Advertising produced by the meat industry aims to stimulate positive feelings and thoughts about the exploitation of nonhuman animals. Propaganda techniques, such as glittering generalities, euphemism, virtue signaling, framing, and appealing to authority all comprise strategies used by this industry to convince consumers of the worthiness and appeal of its products. Mechanisms of moral disengagement, such as displacement of responsibility, normalization, and joke-making/humorization have also been detected within almost all varieties of meat industry advertising. Within this milieu, meat industry advocates appear to abandon all concern about marginalizing, disenfranchising, and disparaging animals.
Sensory marketing has garnered significant attention from researchers due to its ability to effectively influence consumer behavior at a subconscious level. However, existing reviews are constrained by either limited scope or methodology, often focusing on specific senses, or domains, or using solely quantitative or qualitative methods. This offers an opportunity to comprehensively synthesize the existing literature and provide direction for future research. Building on this, the present study examines 535 articles assembled, arranged, and assessed using the SPAR‐4‐SLR protocol for a thorough review of sensory marketing literature spanning four decades (1984–2023). The review employs both quantitative and qualitative methods to summarize the diverse research and provide detailed insights from the existing body of literature. The quantitative approach, utilizing keyword co‐occurrence analysis identifies five thematic clusters—sensory cues as communication strategy, sensory experiences in technologically advanced era, taste perception and food consumption, visual perception, and olfactory perception. Furthermore, the qualitative review technique, utilizing the Theory, Context, Characteristics, and Methodology (TCCM) framework reveals prevalent theories and primary research contexts, along with distinctive characteristics and methodologies. Based on these analyses suggestions for potential areas of future research have been stated.
This research aims to analyze whether sensory stimuli such as words associated with smell, touch, and taste enhance customer engagement. We conducted five A/B experiments to analyze the relationship. Experiment 1 evaluates sensory words related to smell using a handmade soap. Experiments 2 and 3, which were related to touch with two different books, and experiments 4 and 5, which were related to the sense of taste with ice cream and artisan bread. In version A of the experiments, the content integrated sensory words related to smell, touch, and taste. In version B, the content included words related to other characteristics of the product that were not related to sensory aspects. The findings show that sensory words increase customer engagement. Analysis of consumer engagement metrics revealed significant improvements in the percentage of people interacting with contents, for example, with increases ranging from 15.3 to 21.5 points across experiments. These findings underscore the efficacy of sensory words in capturing consumer attention and fostering deeper levels of customer engagement.
The issue of overtourism have been discussed for decades. Addressing the problems caused by excessive tourist numbers in confined areas is vital, especially in cities like Kyoto, known for its cultural and religious attractions. This study delves into the experiences of visitors at Kyoto's religious sites, with a particular focus on overtourism and sensory elements. The research analyses TripAdvisor reviews spanning from October 2010 to March 2020, covering the top twenty-five religious attractions in Kyoto. Through systematic text analysis tools like topic modelling and Leximancer, four key themes emerge: "Walk," The study underscores the overtourism challenge in Kyoto, substantiated by numerous mentions of crowded conditions in reviews. Interestingly, tourists often recommend arriving early to mitigate overcrowding, reflecting their adaptability and positive outlook even in crowded situations. Sensory analysis reveals that visual experiences dominate, followed by gustatory, haptic, auditory, and olfactory sensations. This suggests that tourists are drawn to religious sites not just for their spiritual significance but also for the rich sensory experiences they offer. These findings have implications for destination marketing and management. Stakeholders can leverage insights from user reviews to craft effective advertising content. By promoting lesser-known temples and incorporating sensory marketing strategies, Destination Management Organizations (DMOs) can encourage tourists to diversify their visits, thereby alleviating the pressure on overcrowded sites. Collaboration with tour operators and effective marketing can also facilitate the inclusion of overlooked destinations in tour itineraries, fostering a more balanced distribution of visitors.
Sensory marketing is easy to manage and understand and is based on emotional and behavioral actions that are ideal for selling products and services. These are the actions that, through corporate marketing and design, create positive emotions and experiences for the consumer or consumer who associates sight, smell, taste, hearing and touch with the brand. It uses one or more of the user’s senses to entice and attract them to a product and service to become a customer. The article aims to investigate the expert’s opinion on how sensory marketing affects consumers. The article was prepared based on the analysis of scientific literature and the analysis of interview data. The study involved 13 experts, 6 women and 7 men, who work in the field of informatics, marketing, transport, business, trade communications. Sensory marketing is a solution that can create emotional qualities of a product and establish strong relationships with the consumer. Smell affects people’s behavior and emotions. The problem is that most marketing companies still focus on using video and audio.
Purpose
The purpose of this paper is to (1) characterize representational and nonrepresentational images; (2) review the literature on representational and nonrepresentational images; (3) introduce the theory of consumption values (TCV) framework vis-à-vis representational and nonrepresentational images; and (4) generate propositions and questions for future research based on that intersection.
Design/methodology/approach
Conceptual/literature review with propositions and future research directions.
Findings
The authors offer nine propositions and several associated example research questions to explore and document the important ways in which representational and nonrepresentational images can affect the five dimensions of value as outlined in the TCV.
Research limitations/implications
It is the hope that this work serves as a theoretical starting point – surely, there are other theories and frameworks beyond the TCV that may share ties with types of images, which scholars should be encouraged to explore, but if the authors had attempted to document every possible theory, the result would be a limitless document. As such, the authors have honed the efforts on a broad-reaching framework, the TCV, in the attempt to balance theoretical insights with parsimony. Through exploration of these and other avenues, the authors hope that scholars and practitioners alike will benefit from elucidation of theories and effects around representational and nonrepresentational images.
Practical implications
Several practical implications flow from the dimensions and propositions within this work.
Originality/value
Representational and nonrepresentational images have featured prominently throughout visual content and communications for centuries, yet the current body of literature remains scant and underdeveloped in its relationship to marketing. The present work addresses this gap by using the TCV as an overarching framework to generate propositions and future research questions.
Sensory marketing is a growing field that examines how sensory inputs impact consumer perceptions, feelings, and actions. Marketers are increasingly using multi-sensory branding to create immersive brand experiences and increase customer engagement. The five senses are sight, hearing, smell, taste, and touch. Experiential marketing, music, and sound are key components of multimodal marketing. As digital information becomes more overwhelming, marketers must develop innovative strategies to engage consumers. Sonic branding, a key component of multimodal marketing, is becoming more popular. Vision, color, style, smell, and sound are essential components of multimodal marketing. These elements help create a lasting bond with customers, attracting new and repeat customers, and promoting brand loyalty. The study aims to add to the body of knowledge how sensory marketing theory helps in multisensory marketing.
In recent years, sensory marketing, particularly in the context of atmospheric and ambient environments, has witnessed substantial growth in research activities. However, despite this proliferation of studies, there has been a lack of comprehensive scientific mapping in this domain. To address this gap, this study employs bibliometric analysis to examine the body of research in sensory marketing. Data were extracted from the Scopus database using article classification, a journal coverage criterion. The analysis used the Biblioshiny application within the bibliometric package developed in R-Studio and VOS Viewer. The findings indicate an exponential growth in research within this field, with most publications originating from the United States of America and China. Key topics that emerged prominently in this research include ‘sensory marketing’, ‘sensory brand experience’, ‘customer satisfaction’, ‘five senses’, and ‘aesthetics’. In this article, the core elements of sensory marketing are defined as ‘background music’, ‘advertising’, and ‘sensory brand experience’, offering valuable insights for marketers seeking to leverage sensory marketing for long-term benefits. The study makes a variety of contributions. It details the development of sensory marketing during the last few decades. In conclusion, sensory marketing is a complex strategy that harnesses the power of the human senses to provide memorable brand experiences. The study shows the scope of assisting future digital sensory marketing in shaping consumer perceptions and preferences and understanding cross-cultural marketing in the increasing landscape of digital sensory marketing.
In the ever-evolving landscape of marketing, the power of sensory experiences has come to the forefront, with olfactory marketing emerging as a particularly captivating and effective strategy. Olfactory marketing, the art of leveraging the sense of smell to influence consumer behaviour, has been the subject of growing academic and industry interest in recent years. The investigation focuses on identifying the factors related to scent marketing which generate purchase intention among consumers. The target population was from Ernakulam district in Kerla, India. Cross-sectional research design was used with structured questionnaire to collect the responses from a sample of 319 respondents. The demographic characteristics and interest in scent marketing was surveyed as the first part of the questionnaire followed by focus on the factors that influence scent marketing from the consumers point of view. Exploratory factory analysis used to reduce the variables into factors.
This study investigates the effectiveness of virtual reality (VR) advertising in promoting charitable donations. The results indicated that, when compared with the traditional two dimensional format, VR advertising can increase the number of people who decide to donate, as well as the amount donated. This favorable effect was achieved through a serial mediating effect of vicarious experience and existential guilt. Additionally, the findings also identified the need for stimulation as a boundary condition, suggesting that individuals with a low (versus high) need for stimulation were not influenced by the mediating process of VR prosocial advertising on charitable donations.
Despite the growing importance of facial expressions in online brand communications, little is known about the positive and negative effects of replacing human facial expressions with emojis. To address this gap, this research examines how facial expressions (emojis versus human faces) shape consumers' emotional contagion and brand fun. Findings from three experimental studies (two online and one with eye-tracking) demonstrate that the presence of emojis increases brand fun due to the underlying mechanism of emotional contagion. However, although emojis might foster positive brand outcomes, they reduce credibility compared to brand communications using human faces. Finally, this research provides relevant managerial implications for brands that wish to create communications using facial expressions since emojis can positively impact product engagement.
سعى هذا البحث لاختبار العلاقات السببية المفترضة بين المحفزات الحسية والمعروفة أيضاً بأبعاد التسويق الحسي والتي تشمل محفزات حاسة التذوق، الشم، اللمس، السمع، والبصر، وأبعاد التعلق بالعلامة والتي تشمل التعلق الوظيفي والعاطفي، وذلك بالتطبيق على عينة قوامها 384 عميل من عملاء مراكز التسوق الكبرى العالمية، وأظهرت نتائج اختبار بيرسون وجود ارتباط معنوي إيجابي بين جميع أبعاد متغيرات البحث، كما أظهرت نتائج تحليل الانحدار المتعدد وجود تأثير معنوي إيجابي لجميع المحفزات الحسية على التعلق العاطفي بالعلامة والتي تتمثل في محفزات حاسة التذوق، البصر، اللمس، السمع، والشم وذلك على التوالي من حيث قوة تأثيرها، وأخيراً تبين وجود تأثير معنوي لثلاثة محفزات حسية فقط على التعلق الوظيفي وهي على الترتيب من حيث قوة تأثيرها محفزات حاسة التذوق، البصر، والسمع، بينما تبين وجود تأثير لكل من محفزات حاسة اللمس والشم على التعلق الوظيفي ولكنه غير معنوي عند مستوى 0،05، وعليه نوصي بضرورة منح عينات مجانية لتحفيز عملاء تلك المراكز على تجربة منتجاتها الخاصة، كما يحبذ الترويج لها باستخدام الألوان والصور المبهرة والأصوات والموسيقى المميزة، مع ضرورة مراعاة جودة وسيلة العرض داخل تلك المراكز حتى يتسنى تعلقها بذهن متلقيها لفترات طويلة، ومن ثم تحقيق الهدف المنشود في نهاية المطاف، وأخيراً تجدر الإشارة إلى ضرورة اتخاذ كافة الإجراءات الاحترازية الممكنة للحفاظ على سلامة العاملين والعملاء على حد سواء.
We propose that features of static visuals can lead to perceived movement (via dynamic imagery) and prepare the observer for action. We operationalize our research within the context of warning sign icons and show how subtle differences in iconography can affect human behavioral response. Across five studies incorporating multiple methodologies and technologies (click-data heat maps, driving simulations, surveys, reaction time, and eye tracking), we show that warning sign icons that evoke more (vs. less) perceived movement lead to a quicker propensity to act because they suggest greater risk to oneself or others and increase attentional vigilance. Icons used in our studies include children crossing signs near schools, wet floor signs in store settings, and shopping cart crossings near malls. Our findings highlight the importance of incorporating dynamic elements into icon design to promote imagery and thereby elicit desired and responsible consumer behavior.
This study extends and crystallizes the literature on the effect of background music in the TV advertising setting by focusing on differential effects of attributes of background music on consumers' attitudes toward TV advertising based on their involvement. The familiarity of background music was more likely to influence attitudes towards advertisement, brand attitudes and purchase intentions in the low-involvement condition, whereas the product fit of background music was more likely to do so in the high-involvement condition. This indicates that effective attributes of background music can be varied according to consumer involvement.
That music affects human beings in various ways has probably been presumed as long as people have played music. Many marketing practitioners already accept this notion, given that music is increasingly used as a stimulus in the retail environment as well as in radio and television advertising. Yet, fewer than 20 published empirical studies in marketing have music as their focus. The author reviews the small body of marketing literature, surveys relevant literature outside marketing, and provides research propositions to guide future studies.
Three experiments among university students (N = 372) investigated the persuasive power of moving (i.e., intensely emotional and "chills"-evoking) music in audio-visual advertising. Although advertisers typically aim to increase elaborate processing of the message, these studies illustrate that the persuasive effect of moving music is based on increased narrative transportation ("getting lost" in the ad's story), which reduces critical processing. In Experiment 1, moving music increased transportation and some behavioral intentions (e.g., to donate money). Experiment 2 experimentally increased the salience of manipulative intent of the advertiser, and showed that moving music reduces inferences of manipulative intent, leading in turn to increased behavioral intentions. Experiment 3 tested boundary effects, and showed that moving music fails to increase behavioral intentions when the salience of manipulative intent is either extremely high (which precludes transportation) or extremely low (which precludes reduction of inferences of manipulative intent). Moving music did not increase memory performance, beliefs, and explicit attitudes, suggesting that the influence is affect-based rather cognition-based. Together, these studies illustrate that moving music reduces inferences of manipulation and increases behavioral intentions by transporting viewers into the story of the ad. (PsycINFO Database Record (c) 2014 APA, all rights reserved).
The aim of this paper is to analyze a speciic printed advertisement from two
different semiotic points of view. First, we apply the interpretative instruments
provided by the Barthes’ school of thinking ( focused on the description of
e xplicit signs taken in isolation). We then attempt to explore the same print
employing the prospective of Greimas’ structural semiotics (where a sign has
meaning only when it is interpreted as part of a system). Integrating different
semiotics theories, we show how they can be used synergistically
Recent research suggests that music comprises a sign system that could add meanings to advertising. However, research in this area is scant and there is practically no research that has examined the process by which consumers use music to create meanings. This study extends previous research on print advertising to delineate effects of music in congruent / incongruent TV advertising. A mixed design integrating features of qualitative and quantitative methods was used. Results indicated that the viewers' knowledge of cultural texts form a reference point for reading the commercials. Specifically, music in congruent ads reduces “noise” by reinforcing the connecting cultural context to communicate meanings. However, music in incongruent ads helps enact an alternative context that is meaningful to the viewer to communicate the ad message.
The exciting exploration on sensory marketing presented in this book is just the foundation upon which to build future research. There are myriad unexplored questions and innumerable directions in which to take this research. Our goal in this chapter is not to provide an exhaustive array of these future directions, but rather to stimulate the reader into exploring new ideas. We present possible future directions for each sense indi- vidually (vision, audition, smell, touch, taste), and conclude with ideas for future research addressing the interplay among multiple senses within consumer behavior.
We propose that static visuals can evoke a perception of movement, i.e., dynamic imagery, and thereby impact consumer engagement and attitudes. Focusing on brand logos as the static visual element, we measure the perceived movement evoked by the logo. We demonstrate that the evoked dynamic imagery affects the level of consumer engagement with the brand logo. We measure consumer engagement both through self-report measures, as well as through eye-tracking technology. We find that engagement affects consumer attitudes toward the brand. We also show that the perceived movement – engagement – attitude effect is moderated by the congruence between perceived movement and brand characteristics. Our findings suggest that dynamic imagery is an important aspect of logo design, and if used carefully, can enhance brand attitudes.
Research on whether music facilitates recall has been inconsistent and has lacked a theoretical basis. Three competing emotion-based theories yield differential predictions dependent on arousal levels, mood congruence, and functional relevance of information respectively. The aim of this study was to determine the most informative framework to understand the effect of emotion-inducing music on the short-term recall of information about narratives. Ninety-five participants (range = 18–58 years) were randomly allocated to one of four groups differentiated by the type of music presented to them, which was either happy (n = 26), sad (n = 19), fearful (n = 25), or calm (n = 25). Participants listened to music, followed by a positively or negatively emotionally-valenced narrative, and free recall of the narrative was tested approximately five minutes later. The results provided strongest support for the mood congruence theory in this context. After exposure to positive music, recall of positive information was significantly greater than recall of negative information. Mood regulation ability moderated this effect, with symmetrical mood congruence observed in participants with a tendency to repair their negative moods. Music may therefore offer an effective means of facilitating encoding of information when the mood induced by preceding music is congruent with the valence of information learnt. While the arousal and function theories may be more informative in other contexts (for instance, when music is played following learning or longer-term recall is tested), the current findings may help to clarify some of the inconsistencies previously observed in the research on music-facilitated recall.
Previous research has shown that individuals value objects more highly if they own them, a finding commonly known as the endowment effect. In fact, simply touching an object can create a perception of ownership that produces the endowment effect. Through a series of three studies, we extend this line of research in several ways. First, we investigate the effect of haptic imaging - the mental visualization of touch - on perceived ownership. We find that individuals who imagine touching an object when their eyes are closed experience a level of perceived ownership similar to that of individuals who actually touch the object. We explore the process through which this occurs, demonstrating that, when a person's eyes are closed, haptic imagery leads to perceptions of physical control, which in turn increase feelings of ownership. Moreover, the more vivid the haptic image, the greater the perception of control and the feeling of ownership. This has important implications for marketing in contexts where touch is not feasible, such as online, since haptic imagery could act as a surrogate for touch.
Does "familiarity breed contempt" or is "to know you is to love you"? In this research, we explore the role of familiarity in music choice. We show that although consumers say they would prefer to listen to unfamiliar music, in actuality familiarity with music positively predicts preference for songs, play lists, and radio stations. Familiarity with music is at least as good, if not a better, predictor of choice as are liking, satiation (which actually positively predicts choice), and regret. We suggest that the need for familiarity is driven by consumers' low need for stimulation in the music domain, and show that when the need for stimulation decreases, the power of familiarity significantly increases. In addition to their theoretical contribu-tion, these results are informative for music managers determining playlists, for the promotion of music events and products, and for advertisers selecting the most potentially lucrative music venues.
This research proposes that the concept of emotional attachment, and specifically the independent constructs of psychological ownership and affective reaction, can help explain many of the endowment effect findings documented in the literature. We define these constructs and then test them across a set of nine studies in which we both replicate previous and generate new endowment effect findings, and then show that psychological ownership and affective reaction can mediate the effects. In doing so, we offer direct empirical support for the idea of emotional attachment as a driver of loss aversion while also providing practitioners and future endowment effect researchers with new insights about the psychological processes that underlie the endowment effect.
This research demonstrates that visual product depictions within advertisements, such as the subtle manipulation of orienting a product toward a participant’s dominant hand, facilitate mental simulation that evokes motor responses. We propose that viewing an object can lead to similar behavioral consequences as interacting with the object since our minds mentally simulate the experience. Four studies show that visually depicting a product that facilitates more (vs. less) embodied mental simulation results in heightened purchase intentions. The studies support our proposed embodied mental simulation account. For instance, occupying the perceptual resources required for embodied mental simulation attenuates the impact of visual product depiction on purchase intentions. For negatively valenced products, facilitation of embodied mental simulation decreases purchase intentions.
Prior research has assumed that touch has a persuasive effect only if it provides attribute or structural information about a product. Under this view, the role of touch as a persuasive tool is limited. The main purpose of this research is to investigate the persuasive influence of touch as an affective tool in the absence of useful product-related information. The authors find that for people who are motivated to touch because it is fun or interesting, a communication that incorporates touch leads to increased affective response and increased persuasion, particularly when the touch provides neutral or positive sensory feedback. People who are not motivated to touch for fun will also be persuaded by a communication that incorporates touch when they are able to make sense of how the touch is related to the message. The authors explore the effectiveness of different types of touch in generating an affective response, and they replicate the effects on attitudes and behavior in a real-world setting. This research suggests that the marketing implications of touch are more substantial than previously believed. The authors present research implications for direct marketing, product packaging, point-of-purchase displays, and print advertising.
Music theory distinguishes between two types of meanings that music can impart: (1) embodied meaning, which is purely hedonic, context independent, and based on the degree of stimulation the musical sound affords, and (2) referential meaning, which is context dependent and reflects networks of semantic-laden, external world concepts. Two studies investigate which (if either) of these background music meanings influence perceptions of an advertised product and when. Findings suggest that people who engage in nonintensive processing are insensitive to either type of meaning. However, more intensive processors base their perceptions on the music's referential meaning when ad message processing requires few resources, but they use the music's embodied meaning when such processing is relatively resource demanding.
Many radio commercials use background music to accompany a message. This research examines how brand-congruent music (i.e. music that ‘fits’ the brand) will affect ‘Attitude towards the Ad’ (AAd) and ‘Attitude towards the Brand’ (ABrand), specifically when used with different types of ad copy that are more or less demanding of cognitive resources (high-cognition vs low-cognition advertising copy). In high-cognition ads, congruent music results in a more positive AAd and ABrand compared to incongruent music or no music. However, this effect is not found with low-cognition ads, where AAd (and ABrand) are similar for all three conditions of congruent music, incongruent music and no music.
In this article, the rapidly growing body of research that has been published recently on the topic of crossmodal correspondences that involve auditory and gustatory/flavor stimuli is critically reviewed. The evidence demonstrates that people reliably match different tastes/flavors to auditory stimuli varying in both their psychoacoustic (e.g., pitch) and musical (e.g., timbre) properties. In order to stimulate further progress in this relatively young research field, the present article aims at consolidating prior findings concerning specific auditory-gustatory mappings, whereby special attention is given to highlighting (1) any conflicts in the existing experimental evidence and (2) any potential caveats with regard to the most appropriate interpretation of prior studies. Next, potential mechanisms underlying auditory-gustatory crossmodal correspondences are discussed. Finally, a number of potentially fruitful avenues for future research are outlined.
Emotions have important and powerful effects on cognitive processes. Although it is well established that memory influences liking, we sought to document whether liking influences memory. A series of 6 experiments examined whether liking is related to recognition memory for novel music excerpts. In the general method, participants listened to a set of music excerpts and rated how much they liked each one. After a delay, they heard the same excerpts plus an equal number of novel excerpts and made recognition judgments, which were then examined in conjunction with liking ratings. Higher liking ratings were associated with improved recognition performance after a 10-min (Experiment 1) or 24-hr (Experiment 2) delay between the exposure and test phases. The findings were similar when participants made liking ratings after recognition judgments (Experiments 3 and 6), when possible confounding effects of similarity and familiarity were held constant (Experiment 4), and when a deeper level of processing was encouraged for all the excerpts (Experiment 5). Recognition did not vary as a function of liking for previously unheard excerpts (Experiment 6). The results implicate a direct association between liking and recognition. Considered jointly with previous findings, it is now clear that listeners tend to like music that they remember and to remember music that they like. (PsycINFO Database Record (c) 2012 APA, all rights reserved).
The two experiments presented in this paper examine the effects of strategies and interference tasks on odor recognition. In the first experiment (an extension of Lyman and McDaniel's study from 1986), participants were asked to smell 30 odors and to perform different elaborative tasks for each of them such as: (1) providing a name or a short definition; (2) creating an image; (3) describing a specific life episode; (4) simply smelling the odors. Results showed no effect of encoding tasks on the correct recognition of odors. In the second experiment, participants were exposed to either 15 olfactory stimuli, 15 visual stimuli (photographs of human faces), or 15 acoustic stimuli (environmental sounds). In the four sessions of the experiment, they had to recognize the stimuli whether in a no-interference condition, or in an intramodality, or in two intermodalities interfering conditions. Consistently with the literature, interference affects recognition for visual and acoustic material but has no effect on odor recognition. The results of both experiments and some other anomalies in olfactory memory are discussed and tentatively integrated into a single model. The main assumption is that memory for odors represents a unique and separate memory system.
Mood and emotional elements of advertising and consumer response have received increasing attention from practitioners and scholars in recent years. Among the various sources of mood induction is the frequently used practice of accompanying commercial messages with background music. This paper extends marketing's discussion of the role of music in influencing audiences, by using music theory to analyze and investigate the effects of music's structural profiles on consumers. The experiment's results indicate that music may have significant impact on audience moods and purchase intentions, without necessarily affecting intervening cognitions.
This research finds that merely touching an object results in an increase in perceived ownership of that object. For nonowners, or buyers, perceived ownership can be increased with either mere touch or with imagery encouraging touch. Perceived ownership can also be increased through touch for legal owners, or sellers of an object. We also explore valuation of an object and conclude that it is jointly influenced by both perceived ownership and by the valence of the touch experience. We discuss the implications of this research for online and traditional retailers as well as for touch research and endowment effect research.
The information we receive in the course of daily life experience is often
transmitted both verbally and visually. Two different processing strategies are
postulated to underlie the integration of this information, the activation of which
may be influenced by (a) chronic individual differences in the disposition to
process information visually vs. verbally, (b) situational factors that influence the
relative accessibility of these strategies in memory, and (c) characteristics of the
information to be processed. Research in both social and consumer psychology is
discussed in terms of the conceptual framework we propose.
This research details the development of the "Need for Touch" (NFT) scale designed to measure individual differences in preference for haptic (touch) information. The 12-item NFT scale consists of autotelic and instrumental dimensions. Results are reported that support the scale's hypothesized internal structure as well as its reliability, convergent, discriminant, and nomological validity. Individual differences in chronic accessibility to haptic information across groups varying in NFT were also found in two experiments. Additionally, NFT moderated the relationship between direct experience and confidence in judgment. Copyright 2003 by the University of Chicago.
This article examines the impact of two dimensions of music--its fit with the advertised message and its ties to past emotion-laden experiences (indexicality)--on low- and high-involvement consumers' ad processing. Previous research suggests that executional cues in an ad exert their influence primarily under conditions of low involvement in the form of peripheral-route processing. However this view may be overly simplistic. Certain executional cues may influence central-route (message-based) and peripheral (non-message-based) processing of both high- and low-involvement consumers; however, the direction of this influence may depend on both the specific characteristic of the cue and the level of consumer involvement. The results of this research generally are consistent with these expectations. Copyright 1991 by the University of Chicago.
Conducted 3 experiments with 179 undergraduates and faculty members. In Exp I, Ss indicated which of 21 pairs of odors had been in the original group of 48 odors at presentation-test intervals of up to 1 mo. Exp II (n = 68) Ss were presented with 20 odors and asked to write labels for each; recognition was tested after 3 mo. In Exp III (n = 74), Ss assigned labels to each of 20 odors and were tested for recognition 3 mo later. Immediate recognition tests produced numerous errors, but there was little further retention loss for periods up to 3 mo. Neither verbal labeling nor odor familiarity aided memory, while long-term retention held up even when there were no instructions to memorize. Use of similar odors as test distractors impaired recognition significantly, but it remained well above chance after 3 mo. It is suggested that odors are coded as unitary perceptual events with little attribute redundancy; this leads to poor immediate retention but great subsequent resistance to distortion of immediately retained odors.
The Proust phenomenon is an enduring piece of folk wisdom that asserts that odors are particularly powerful autobiographical memory cues. We provide a more formal exposition of this phenomenon and test it in two experiments, using a novel double-cuing methodology designed to negate less interesting explanations. In both studies, recall of an autobiographical event was initially cued by a verbal label (an odor name) for a fixed period, following which a second, extended recall attempt was cued by the same verbal label, the relevant odor, an irrelevant odor, or a visual cue. The focus of Experiment 1 was participants' ratings of the emotional quality of their autobiographical memories. In Experiment 2, content analysis was employed to determine the quantity of information in participants' recollections. Results revealed that odor-cued autobiographical memories were reliably different in terms of qualitative ratings and reliably superior in the amount of detail yielded. Moreover, visual cues and incongruent olfactory cues appeared to have a detrimental effect on the amount of detail recalled. These results support the proposal that odors are especially effective as reminders of past experience.
An insightful look at how touch, taste, smell, sound, and appearance effect how customers relate to products on a sensory level, and how small sensory changes can make a huge impact. Customer Sense describes how managers can use this knowledge to improve packaging, branding, and advertising to captivate the consumer’s senses.
Emotion and rationality are fundamental elements of human life. They are abstract concepts, often difficult to define and grasp. Thus, throughout the history of western society, the head and the heart, concrete and identifiable elements,have been used as symbols of rationality and emotion. Drawing on the conceptual metaphor framework, we propose that people understand the abstract concepts of rationality and emotion using knowledge of a more concrete concept —the vertical difference between the head and heart. In six studies, we show a deep-seated conceptual metaphorical relationship linking rationality with “up” or “higher,” and emotionwith “down” or “lower.” We show that the association between verticality and rationality/emotion affects how consumersperceive information,and thereby has downstream consequences on attitudes and preferences. We find the association to be most influential when consumers are unaware of it,and when it applies to an unfamiliar stimulus.Because all visual formats –from the printed page to screens on a television, computer, or smartphone – entail a vertical placement, this association has important managerial implications. Our studies implement multiple methodologies and technologies and use manipulations of logos, websites, food advertisements, and political slogans.
That music affects human beings in various ways has probably been presumed as long as people have played music. Many marketing practitioners already accept this notion, given that music is increasingly used as a stimulus in the retail environment as well as in radio and television advertising. Yet, fewer than 20 published empirical studies in marketing have music as their focus. The author reviews the small body of marketing literature, surveys relevant literature outside marketing, and provides research propositions to guide future studies.
There has been a recent swell of interest in marketing as well as psychology pertaining to the role of sensory experiences in judgment and decision making. Within marketing, the field of sensory marketing has developed which explores the role of the senses in consumer behavior. In psychology, the dominant computer metaphor of information processing has been challenged by researchers demonstrating various manners in which mental activity is grounded in sensory experience. These findings are arduous to explain using the amodal model of the human mind. In this introduction, we first delineate key assumptions of the information processing paradigm and then discuss some of the key conceptual challenges posed by the research generally appearing under the titles of embodiment, grounded cognition, or sensory marketing. We then address the use of bodily feelings as a source of information; next, we turn to the role of context sensitive perception, imagery, and simulation in consumer behavior, and finally discuss the role of metaphors. Through this discourse, we note the contributions to the present special issue as applicable.
Past research has examined the effect of level of involvement (high vs. low) on subjects' reactions to persuasive communications. The authors suggest that high involvement can be differentiated into two types (cognitive vs. affective). By manipulating involvement level and type (low involvement, cognitive involvement, affective involvement), they show that the three different forms of involvement have different effects on how brand attitudes are formed. They also examine how music, as a peripheral persuasion cue, affects the process of brand attitude formation. The results indicate that the effect of music on brand attitude depends on the type and level of involvement. Music had a facilitative effect on brand attitude for subjects in the low involvement condition and a distracting effect for those in the cognitive involvement condition; its effect for those in the affective involvement condition was not clear. Alternative explanations of these results are offered and implications for advertising research are discussed.
The concept of olfactory imagery is introduced and the conditions under which imagining what a food smells like (referred to here as “smellizing” it) impacts consumer response are explored. Consumer response is measured by: salivation change (studies 1 and 2), actual food consumption (study 3), and self-reported desire to eat (study 4). The results show that imagined odors can enhance consumer response but only when the consumer creates a vivid visual mental representation of the odor referent (the object emitting the odor). The results demonstrate the interactive effects of olfactory and visual imagery in generating approach behaviors to food cues in advertisements.
No abstract available for this submission
I define “sensory marketing” as “marketing that engages the consumers' senses and affects their perception, judgment and behavior.” From a managerial perspective, sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality). Given the gamut of explicit marketing appeals made to consumers every day, subconscious triggers which appeal to the basic senses may be a more efficient way to engage consumers. Also, these sensory triggers may result in consumers' self-generation of (desirable) brand attributes, rather than those verbally provided by the advertiser. The understanding of these sensory triggers implies an understanding of sensation and perception as it applies to consumer behavior—this is the research perspective of sensory marketing. This review article presents an overview of research on sensory perception. The review also points out areas where little research has been done, so that each additional paper has a greater chance of making a bigger difference and sparking further research. It is quite apparent from the review that there still remains tremendous need for research within the domain of sensory marketing—research that can be very impactful.
Can pleasant ambient scents enhance consumer memory for branded products? If so, why? The authors examine the effects of ambient scent on recall and recognition of brands in two studies. In the first (i.e., encoding) phase of each study, subjects are asked to evaluate familiar and unfamiliar brands while viewing digital photographs of products on a computer screen; stimulus viewing times are measured covertly on the computer. Ambient scent is manipulated in the experiment room through a diffuser. In the second (i.e., retrieval) phase, conducted 24-hours later, brand recall and recognition accuracy are assessed. In both studies, ambient scent improves both recall and recognition of familiar and unfamiliar brands. This pattern emerges whether or not the scent is congruent with the product category (Study 1), and the enhancement in brand memory is due to the presence of ambient scent during encoding rather than retrieval (Study 2). Although ambient scent apparently did not alter subjects' self-assessed mood or arousal levels, it increased their attention in terms of longer stimulus viewing times. Mediation analyses suggest that the attention mechanism most likely explains why ambient scent improves brand memory.
In this research, the authors investigate the phenomenon of “art infusion,” in which the presence of visual art has a favorable influence on the evaluation of consumer products through a content-independent spillover of luxury perceptions. In three studies, the authors demonstrate the art infusion phenomenon in both real-world and controlled environments using a variety of stimuli in the contexts of packaging, advertising, and product design.
The three experiments reported here demonstrated a cross-modal influence of an auditory rhythm on the temporal allocation of visual attention. In Experiment 1, participants moved their eyes to a test dot with a temporal onset that was either synchronous or asynchronous with a preceding auditory rhythm. Saccadic latencies were faster for the synchronous condition than for the asynchronous conditions. In Experiment 2, the effect was replicated in a condition in which the auditory context stopped prior to the onset of the test dot, and the effect did not occur in a condition in which auditory tones were presented at irregular intervals. Experiment 3 replicated the effect using an accuracy measure within a nontimed visual task. Together, the experiments' findings support a general entrainment perspective on attention to events over time.
Music intensifies pictures and colors words. It enriches the key messages and stimulates the listener, and often adds a form of energy available through no other source. Music may well be the single most stimulating component of advertising, and neither the diagnosticians nor the testers are giving it sufficient attention or credit.
This research extends the dual coding theory of memory retrieval (Paivio 1969, 2007) beyond its traditional focus on verbal and pictorial information to olfactory information. We manipulate the presence or absence of olfactory and pictorial stimuli at the time of encoding (study 1) or retrieval (study 2) and measure the impact on verbal recall. After a time delay, scent enhances recall of verbal information, and scent-based retrieval cues potentiate the facilitative effect of pictures on recall. These results cannot be attributed merely to increased elaboration at the time of exposure.
We draw upon literature examining cross-modal sensory interactions and congruence to explore the impact of smell on touch. In line with our predictions, two experiments show that smell can impact touch in meaningful ways. Specifically, we show that multisensory semantic congruence between smell and touch properties of a stimulus enhances haptic perception and product evaluation. We explore this relationship in the context of two properties of touch, namely texture and temperature, and demonstrate that both smell and touch can have semantic associations, which can affect haptic perception and product evaluation depending on whether they match or not. In study 1, we focus on the semantic association of smell and touch (texture) with gender and in study 2 with temperature. Our results extend prior work on smell and touch within consumer behavior, and further contribute to emerging literature on multisensory interactions. Published by Elsevier Inc. on behalf of Society for Consumer Psychology.
Electronically synthesized tone sequences with systematic manipulation of amplitude and pitch variation, pitch level and contour, tempo, envelope, and filtration were rated on emotional expressiveness. The results show that two-thirds to three-quarters of the variance in the emotion attributions can be explained by the manipulation of the acoustic cues, and that a linear model of the judges'' cue utilization seems to be a good approximation to their response system. Implications for phylogenetic and ontogenetic aspects of the vocal expression of emotion and for the psychology of music are discussed.
According to the Bureau of Labor Statistics (http://www.bls.gov/oes/current/oessrcst.htm), almost 14 million Americans are employed in sales or sales-related jobs. Many organizations derive their entire revenue stream from the efforts of salespeople. As part of the domain of marketing, the academic study of selling and sales management is relatively young. Consider that the Journal of Marketing has been published for 70 years, while the Journal of Marketing Research has been in publication for 43 years (www.marketingpower.com). For its part, the specialized journal in selling and sales management, The Journal of Personal Selling and Sales Management, has been published for just 26 years. Therefore, while there are a great many widely-used and studied models in the field, there is still much to be learned about this topic. As highlighted in this article, the research published in 2006 indicates the range of interesting and relevant work being conducted in the area.
This re-inquiry examines the robustness of research showing that rhetorical figures such as rhyme and metaphor can have a positive impact on consumer response to advertising. Prior empirical research explicitly directed subjects to process the ads and generally examined either visual or verbal rhetoric, but not both. We embedded ads containing visual and verbal figures in a 32-page magazine designed to be interesting to subjects and manipulated directed processing or incidental exposure to the ads. Ads with figures were recalled more often and liked better. Visual figures were more effective regardless of processing condition, whereas verbal figures performed better only when subjects were directed to process the ads. Copyright 2003 by the University of Chicago.
Sensory Marketing: Research on the Sensuality of Products. Routledge
- A Krishna
Krishna A: Sensory Marketing: Research on the Sensuality of
Products. Routledge; 2011.