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Summary articles MCB30806 (year 2015/2016)
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Elaborate summary of the articles for MCB30806 Sensory Perception and Consumer Preference, written in year 2015/2016.
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Summary articles Sensory Perception and Consumer Preference MCB30806Lecture 1. The role of sensory experience in marketing and consumer behaviour
Krihna – An integrative review of sensory marketing
Sensory marketing – marketing that engages the consumers’ senses and affects their perception,
judgment and behaviour create subconscious triggers, like those appealing to the basic senses;
may be more efficient in appealing to consumers. Also, these sensory triggers may result in
consumers’ self-generation of (desirable) brand attributes.
Sensation – when the stimulus impinges upon the receptor cells of a sensory organ.
Perception – the awareness or understanding of sensory information.
Senses develop in the following order: touch, smell, taste, audition and then vision.
High overall need-for-touch (NFT) people were more confident and less frustrated about their
product evaluations when they could feel the product; for low NFTs, touching or not made no
difference.
Increased oxytoxin levels due to touch followed by an act of trust more generosity.
Physical warmth generates interpersonal warmth.
If one of the product elicits disgust, touching of two product can have negative effects. Having any of
the disgusting items touching normal, non-disgusting items decreases the appeal of the normal item.
Source magically transfers some of its properties to the target through touch.
Participants liked a product less and were less likely to purchase it if another shopper had touched it
earlier.
The transfer of olfactory information differs from that of the other senses, none of which have as
direct a connection to memory.
People’s ability to recognise scents they have encountered previously persists over very long time.
Memories for other sensory inputs decay at a much faster rate, exhibiting steep forgetting curves.
Scent cues yielded more detailed autobiographical memories.
Product scent increases memory for associated information.
Pleasant scents can enhance evaluations of product and stores, and increase variety-seeking
behaviour.
When we hear the sound of a word, we attach meaning to it.
Music in advertising impacts mood. Music itself can carry a meaning.
Slower music products slower shopping and results in more purchases since customers progress at a
slower pace as they move through the store.
Few distinct tastes (only five) that we can detect: what we find tasty may have nothing to do with the
taste sense, but may largely be dependent on the other senses.
Fruit drink colours determine perceived flavours. The colour of the juice dominates taste in
discrimination tasks.
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