Sensory information is dominantly linked to consumer’s perception of products and services (Krishna, 2010). Since individuals react instinctively and subconsciously to sensory stimuli as opposed to learnt stimuli such as a brand name or logo, marketers have attempted to use sensory perception of consumers to build in sensory ‘signatures’ creating unique identities for brands such as the Aroma of Singapore airlines. Understanding the role of sensory perception in evaluation of products and services and its application in marketing is thus becoming increasingly relevant.
Academic research in sensory marketing has proliferated significantly over the last few years. Sensory marketing is broadly referred to as the process of engaging consumers’ senses to influence their emotions, perceptions, choices, preferences and consumption (Krishna, 2010). Extant research in sensory marketing suggests that sensory aspects of a product such as looks, smell, touch, sound and taste influence consumers’ evaluation of the product (Alpert, Alpert and Maltz, 2005; Bone and Jantrania, 1992; Bloch, Brunel and Arnold, 2003; Hagtvedt and Patrick, 2008; Morrin and Ratneshwar, 2000; Peck and Childers, 2003; Nowlis and Shiv, 2005), and affect consumers’ behavior (e.g. impulse buying, more time spent at the store, longer stimulus viewing time, more dollars spent and greater in-store traffic).
Much of sensory marketing research has focused on studying the effect of individual sensory stimuli on a product’s evaluation. For example, Peck and Childers (2003, 2006) contend that elements of touch affect consumer judgment, attitude and impulse buying behavior. In another study by Morrin and Ratneshwar (2000), ambient scent was found to increase the consumers’ stim...
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Cruesen & Schoormans (2005) indicated that aesthetic value is important and suggested that certain individuals preferred aesthetic value over functional utilities of a product in their product choice. Similarly, Veryzer Jr (1993) examined the influence of aesthetic aspects of product such as unity and proportion on product evaluation and choice. The results of the study showed that product aesthetics had a significant impact on consumer purchase decisions choice across the three product classes of microwave oven, suntan lotion and natural sound machine. This indicated that aesthetic value is pertinent in consumer choice across a range of product categories. In a study exploring the role of aesthetics in apparel evaluation, de Klerk & Lubbe (2004) proposed that aesthetic qualities of a product to directly impact the consumer’s satisfaction with the product.
The packaging and colour play a major role in driving human psychology to get into buying a new product. Certain aesthetic factors over weigh the sports spirit especially when it is related to food items and consumables. After all the surveys conducted it was established that people prefer taste over colour and
In conclusion, Old Spice uses classical conditioning to influence consumers’ attitude by having conditioned and unconditioned responses and stimulus. They campaign their products really well and get outstanding response and comments from all over the world. Old Spice also use many type of communication source that are involved in influencing the growth of the product. Social Media plays a huge role in advertising the product and putting on a campaign. Consumer’s attitude towards Old Spice was reflected on the comments they post. The elaboration likelihood model also proposes the more global view that consumer attitudes are changed by the central and peripheral. People who are up for trying the product are most likely central route.
Intangibility is a critical feature that differentiates products and services. Kotler et al (2013 p260) states that ‘services cannot be seen, tasted, felt, heard or smelled before purchase’ and therefore can only be evaluated after the service. Intangibility can also differ when it comes to different services such as a hairdresser and a grocery store. However, intangibility can be overcome by tangible elements such as a
Every decision a consumer makes, whether to purchase or not, will be influenced by a number of factors. Consumers today experience a wide variety of messages (stimuli) from marketers across many different mediums.
As a consumer, it would be more difficult for me to gasp the idea that is physically intangible, such as a service, than a product that has a physical presence. Because of its intangibility, There would be more uncertainty in my mind of what is been offered which can create anxiety in a customer’s mind (Charlen...
Brand value evaluations have also been studied in relation to purchase decisions. Positive perceptions of brand value may help the customers make purchase decisions through development of positive feelings regarding the brand (Kumar et al., 2006).
In other words, these five senses including visual, auditory, olfactory, gustative and tactile that originate from anatomical features drive consumer perception and judgment towards a product or a store to some degree, which is seen as an influencer of consumption experience (Peck and Childers, 2008). Hirschmann and Holbrook (1982) initiated the notion of consumption experience and concluded that all products should offer service including environmental stimulus, in-store communication and customer contacts as much as possible to create satisfactory experience. In this sense, sensory marketing acts as an irreplaceable role in the creation of consumer experience. In the context of retail, substantial organizations have implemented sensory marketing to enhance customer experience, distinguish from their competitors and build interactive relationship with consumers. A typical example is Abercrombie and Fitch’s application of multi-sensory branding, which manages to penetrate deeply into the hearts of consumers. Abercrombie and Fitch intends to make consumer perceive it as nightclub by surrounding with loud background music, strong ambient fragrance, dim lighting and half-naked male
Brand name and identity is an important indicator of consumers’ knowledge about a brand, the strength of a brand’s presence in the consumers’ minds and how easily that knowledge can be retrieved from memory (O’Guinn, Allen & Semenik 2009). It is the probability that consumers will easily recognize the existence and
Visually, consumers exploit dynamics of volume, composition and proportion. From a tactile perspective, evaluations are made related to density, temperature and general product texture. From an emotional view, consumers build narratives and personal experiences as intangible objects. There narratives and experiences are theoretically linked with one’s sensory experiences, however the level to which the five senses influence perceptions of product and consumption behaviours is not fully understood in the literature. Hence, this study maintains the capability to potentially produce new knowledge in how incorporating elements related to the five senses can assist product designers in achieving market
Retailers want stores to be a magnet for consumers which support them to discover the actual product they are willing to purchase and to inspire them to make careful, unintentional and impulse purchase or at last offer them with pleasant shopping experiences. If this visual merchandising have not preferred outcome on customers the problem arises whether it is profitable to spend time and money for retailers on this Marketing Medium. Visual Merchandising is important because it Increases Brand Awareness, Improves Brand Presence in Stores, and in the end. Most of the time it increases brand Image in Consumer minds and overall impact in companies
One primary feature of store image is the interior design of the physical space (Roose, 2014, p. 209). Sensory conditions, for example lighting, color and temperature have a critical impact on the manner a customer examines their experience and categorizes the store image (Pine,Joseph and James, 1999, p. 66). Environmental stimuli are considered to have a major impact on consumers’ emotional conditions determining their assessment and acceptances of a specific retail setting. Different researchers have evaluated individual atmospheric elements and the influence they have on shopper’s moods and activities. For examples, one group of scholars (Dowling, R. (2013; Borghini et al, 2010; and Duboisson-Quellier, 2007) evaluated the impacts
From the billboards on the streets to the flyers in the doors of public restrooms, advertisings occupy our life. Indeed, we all feel annoying when the commercials suddenly interrupt our enjoyable time of watching TV; however how do you make the decision to buy a Toyota or a Honda without watching the commercials of neither of these? Thus, advertising provides us the options of consumption. My other question would be: Can you actually distinguish the difference between a Starbucks coffee and a coffee from an unknown cafe each time when you are lining in the Starbucks? I believe the only clue for us would be the coffee of Starbucks has a green, long-haired female Greek mythological figure in the cup, and the coffee from the unknown cafe has nothing. Therefore, we are influenced by advertisings and the promotions of brands. In the class, we have been introduced the concepts of how the advertising influences the consumers‘ choices and how the brand image plays an important role in consumer behavior. We could notice that the crucial part which could determine the success of one product was whether the consumers had the ability to recognize the brand image. Thus, in the competitive market, advertising could stimulate the promotion of brands and make the product to be standout for the consumer. In my research project, I would like to trace the topic about the effects of advertising and branding on the consumption.
Using past and present research and statistics, this reports offers a complete analysis of consumer reaction to advertisements and products, the meaning underlying decision-making, emotions and lifestyles of consumer in this industry.
Schmitt, B. (2012, January). The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7-17. Retrieved from http://dx.doi.org/10.1016/j.jcps.2011.09.005
It is really important for advertisers to generate a feeling that will modify the buyer’s attitude tow...