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Summary articles Consumer Behaviour (6314M0159Y) $4.42   Add to cart

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Summary articles Consumer Behaviour (6314M0159Y)

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(1) Krishna 2021: An integrative review of sensory marketing; (2) Trope 2007: construal levels and psychological distance; (3) Miron-Shatz 2009: memories of yesterday's emotions; (4) Levin 1988: how consumers are affected by the faming of attribute information before and after consuming the product...

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  • November 29, 2020
  • 27
  • 2020/2021
  • Summary

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By: sophier6 • 3 year ago

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By: vivianlee • 3 year ago

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Week 1

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
perception, judgment and behavior.
 used to create subconscious triggers that define consumer perceptions of abstract
notions of the product (e.g. its sophistication, quality, elegance, etc.)

Sensation vs. perception  Stages of processing of the senses
- Sensation = when the stimulus impinges upon the receptor cells of a sensory organ
 biochemical and neurological in nature
- Perception = the awareness/understanding of sensory information

Haptics
- Touch and products
- Touch and generosity
- Products touching products
o Disgust  when one disgusting item (e.g. cigarettes or diapers) touches a
normal item, this decreases the appeal of the normal item

Smell
- Memory for scent itself: people are able to recognize scents they have encountered
over very long time periods. The memories for scents exhibit flatter forgetting curves
than other sensory modalities.
- Scent and auto-biographical memories: memories triggered b scent retrieval cues
were rated as more emotional than those evoked by the other types of cues.
- Ambient scent and memory: ambient scent increased recall and recognition of
brands seen.
- Product scent and memory: product scent increases memory for associated
information. Scent enhances recall of verbal information, and scent-based retrieval
cues also increase the facilitative effect of pictures on recall.

Audition
- Sound symbolism: e.g. small bark vs. low frequency growl, macho men and deep
voice
- Language: English as symbol of modernity and sophistication
- Music in advertising:
o Embodied: e.g. faster tempo can evoke more positive feelings
o Referential: e.g. nursery rhyme takes us back to childhood
- Ambient music: French vs. German music and their effect on the choice of wine.
Music also influences for example shopping pace.
- Voice: voice pitch, tones, speech rate, etc. e.g. French accents make perfume more
sexy.

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