Sensory perception and consumer preference (MCB30806)
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Literature Summary Sensory Perception and Consumer Preference
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Course
Sensory perception and consumer preference (MCB30806)
Institution
Wageningen University (WUR)
Contains the following literature per lecture:
Lecture 1. The role of sensory experience in marketing and CB
- Krishna, (2012), An integrative review of sensory marketing: engaging the senses to affect perception, judgment and behavior
- Illustrative: Holland, Hendriks and Aarts (2005), Smells...
MSc MME Management, Economics And Consumer Studies
Sensory perception and consumer preference (MCB30806)
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Sensory Perception and Consumer Preference
Literatuurlijst
Lecture 1. The role of sensory experience in marketing and CB
- Krishna, (2012), An integrative review of sensory marketing: engaging the senses to affect
perception, judgment and behavior
- Illustrative: Holland, Hendriks and Aarts (2005), Smells like clean spirit. Non conscious effects
of scent on cognition and behavior.
Lecture 2&3 Sensory information processing 1&2
- Sensory information processing text part 1
- Sensory information processing text part 2
- Sensory information processing text part 3
Lecture 4. Kids’ marketing: principles and challenges
- Folkvordet al. (2015), Food advertising and eating behavior in children. Current Opinion in
Behaviour Sciences
- Nog een
Lecture 5. Categorization and (sensory) expectation management
- Stayman, DM, DL Alden and KH Smith (1992), Some effects of schematic processing on
consumer expectations and disconfirmation judgments. \
- Miller, GL., Malhotra, N.K., & King, T.M. (2005). Categorization: areview and an empirical
investigation of the evaluation formation process.
- Illustrative experiment: Lee, Frederick and Ariely, (2006), Try it, you’ll like it. The influence of
expectation, consumption, and revelation on preference for beer.
- Illustrative experiment: Schifferstein, HNJ, APW Kole and J. Mojet (1999), Asymmetry in the
disconfirmation of expectations for natural yohurt
Lecture 6. Emotions and affect in the consumption experience
- Bagozzi, Gopinath & Nyer (1999), The role of emotions in marketing, Journal of the Academy
of Marketing Science
- Johnson, A.R. and D.W. Stewart (2005), A reappraisal of the role of emotion in consumer
behavior: traditional and contemporary approaches.
Lecture 7. Type 1 & Type 2 information processing
- Evans, J. S. B., & Stanovich, K. E. (2013). Dual-process theories of higher cognition: Advancing
the debate.
Lecture 8. Construal level theory and nudging
- Trope, Y., Liberman, N. and Wakslak, C. (2007), Construal levels and psychological distance:
effects on representation, prediction, evaluation, and behaviour.
- Illustrative: Mann, T. and Ward, A. (2007). Attention, self-control, and health behaviours.
Lecture 9. Sensory cues in retail environment
- Spence et al. (2014), Store atmospherics: a multi-sensory perspective.
- Puccinelli et al. (2009). Customer experience management in retailing: understanding the
buying process.
Lecture 10. Assortment perception and preference
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, - Broniarczyk, S. M., & Hoyer, W. D. (2006). Retail assortment: more≠ better. In Retailing in the
21st Century
Lecture 11. Multisensory integration & product design
- Piqueras-Fiszman, B. and Spence, C. (2015). Expectations based on food product-extrinsic
cues: A review of the empirical evidence and theoretical accounts.
- Auvray, M., and Spence, C. (2008). The multisensory perception of flavor.
Lecture 12. Sensory factors and quantity of consumption
- Wansink, B. (2004). Environmental factors that increase the food intake and consumption
volume of unknowing consumers.
- Sorensen et al. (2003). Effect of sensory perception of foods on appetite and food intake: A
review of studies on humans.
Kids case literature
- Roedder John (2009). The development of consumer knowledge, skills and values from
childhood to adolescence.
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, Krishna, (2012) – An integrative review of sensory marketing: engaging
the senses to affect perception, judgment and behavior
Sensory marketing: Marketing that engages the consumers’ senses and affects their perceptions,
judgements and behaviors.
This can be used to create subconscious triggers that define perceptions of abstract notion of a
product (quality, elegance, innovativeness, interactivity).
Sensation versus perception
Sensation and perception are stages of processing of the senses.
Sensation is when the stimulus impinges upon the receptor cells of sensory organ.
Perception is the awareness/understanding of sensory information.
Haptics (touch)
Means the perception of objects by touch and proprioception, as involved in non-verbal
communication // the use of technology that stimulates the senses of touch and motion
The five senses are ordered hierarchically, with touch on top. It is argued to show intrinsic nature
(soft kitten = soft personality). It also the first to develop in the whom, followed by smell, taste,
audition and then vision; and the last to decline at old age. Touch is preferred over nutrition by
baby’s.
There are three types of touch that affect consumers’ reaction towards products: humans touching
products, humans touching humans, and products touching products.
Humans touching products has shown to improve the ability to evaluate products. Touch between
people shows higher participation and appreciation. Touch combined with an act of trust/generosity
is a golden mixture, as it increases oxytocin levels. Touching between products can lead to disgust, in
the case when something unappealing (non-food) touching an appealing food, which then also turns
unappealing. The same happens when another human has touched a product; it then becomes less
appealing.
Smell
There is a strong connection between smell and memory, as they are processed close together in the
brain. Smells can therefore be recognized longer, but memories evoked by smells are more
emotional and autobiographical as well. This can be used in marketing; by scenting a list of USPs, the
target group will remember these unique selling points longer. Even more, lost memory can be
restored using a scent-based retrieval cue. In marketing, a scent added to a product can also evoke
happy memories, enhancing the product evaluation.
Audition
Advertising jingles and songs, ambient music in (retail) environment.
Sound symbolism: the sound of the word affects the perception of the object it represents. The
larger and more masculine the person, the deeper the voice/sound. The sound of food can indicate
freshness and quality. Important is that sound is congruent with expectations.
Language associations: use of English as modern, use of primary language associated with
belongingness.
Music in advertising: can impact mood, involvement, can carry meaning.
Ambient music: influence mood, actual time spend, actual spending.
Voice: authoritative voice can make news sound accurate. Sexy French voices to sell perfume.
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