Samenvatting

Summary of lectures 1-12 of MCB-30806 Sensory Perception & Consumer Preferences

0 keer verkocht

Instelling
Wageningen University (WUR)

This document contains all information on the slides that were presented during lectures 1-12 of MCB-30806 Sensory Perception & Consumer Preferences

[Meer zien]

Voorbeeld 4 van de 49 pagina's

Bekijk voorbeeld

Geupload op 22 april 2021
Aantal pagina's 49
Geschreven in 2020/2021
Type Samenvatting

mcb
30806
food technology
master
levensmiddelentechnology
product design
sensory perception and consumer preferences
sensory perception amp consumer preferences
wageningen university
wur

Volgen

marlyverest Lid sinds 6 jaar 13 documenten verkocht

€3,99

In winkelwagen

Opslaan

100% tevredenheidsgarantie
Direct beschikbaar na je betaling
Lees online óf als PDF
Geen vaste maandelijkse kosten

MCB-30806 Sensory Perception and Consumer Preference
Marly Verest

MCB-30806 Sensory Perception
and Consumer Preference
Lecture 1 - Introduction
Sensory marketing

- Marketing that engages the consumers’ senses and affect their perception, judgement and
behaviour
- Five senses: haptics (touch), olfaction (smell), audition (sound), gustation (taste), and vision
(sight)
- Effect on: attitude (liking), learning & memory, behaviour
- Effects often subconsciously but with predictable effect?

What do the example experiments tell?

- Scent (as a sensory influence)
o Can have non conscious effect
o On cognition (thinking) and behaviour (doing)
o Through associations with scent, the cleaning concept came into consciousness
(accessible)
- There are man of such effects
o Sensory labels of food
o Signature scents in hotels
o Packaging cues
o Crispy food sounds

How do sensory input affects response

- Direct affective response to the physical/sensory stimulus
o Sensory liking / sensory product quality
- An affective response to the match between the physical / sensory aspects of the stimulus
and the internal representation or schema associated with the stimulus
o (in-) appropriateness and schema affect
- Affective response to the meaning to the stimulus beyond the physical / sensory aspects
o Associations to concepts in knowledge structures (pine & Christmas)
- By affecting the judgmental and decision environment (Isen)
o Sensory can induce affect which affects decision making

What is sensory perception & consumer preference?

- The senses are the window to the outside world
- Senses include: vision, audition gustation, olfaction and somesthesis, sight, sound, taste,
smell and touch/texture
- They bring outside information inside the human system
- Provide the basic inputs from which we make sense of the world
- The sensory information guides perception, preference and behaviour
- Understanding how this works and how this translates back into offering, allows for better
marketing strategy

1

, MCB-30806 Sensory Perception and Consumer Preference
Marly Verest

The process

- Environmental stimulus
- Attended stimulus
- Stimulus on the receptors
- Transduction
- Processing
- Perception
- Recognition
- Action

Some important notions

- Physico-chemical energy intrinsic to the food
- Transduces into the neurochemical and neuroelectric events
- In the peripheral nervous system
- Via receptor organs for each modality
- To yield basic sense data (quality, magnitude, duration)
- Basic sense data conveyed through central nervous system
- With a lot of cross-modal sensory interactions
- To yield a perception
- To which an hedonic tone can be attached

How different from ‘traditional’ sensory?

- From food technology and experimental psychology, there is huge tradition of product-
related sensory research
- Focusing on implications for product design & optimisation
- This course focuses on implications for consumer behaviour

How is it different from what you know?

- Sensory channels combine and interact
- Not just mind  body but also body  mind
- Basis of ‘grounded cognition theory’
o Bodily state
 Facial expresses affects funniness ratings of cartoons
o Situation action
 Vertical head nodding affects agreement with editorials
o Mental simulation
 Imagining listening to music activates auditory cortex
 Seeing cookies activated primary taste cortices

2

, MCB-30806 Sensory Perception and Consumer Preference
Marly Verest

Why now more important for marketing?

- Transitions
o From utilitarian choice to experience management
o Beyond product value to consumption value
- Marketing
o Product – selling – marketing – service – relationships
- Pine & Gilmore experience economy
o Commodities – goods – services – experiments
- Satisfaction literatures
o Quality – value – satisfaction – delight
- Marketing paradigms
o From good dominant logic to service dominant logic

Why consumers value (sensory) experience?

- Time-starved/cash rich; want to be entertained; feel entitled
- Basic needs are well satisfied; they have become qualifiers
- They aim at higher order needs in Maslow terms
- They have an intrinsic need for stimulation (OSL)
- They focus increasingly on value inherent in consumption per se, rather than, in combination
with, the consequences of consumption

Optimal stimulation level

- Many theories are drive reduction theories
- These cannot explain the active search for sensory experience (sensory deprivation studies)
- Complexity theories build on the Optimal Level of Arousal (OLA)
- People differ in what is Optimal for them
- There are many ways to adjust the actual level of stimulation in line with the Optimum

3

, MCB-30806 Sensory Perception and Consumer Preference
Marly Verest

Lecture 2 – Sensory Information Processing I
Sensory systems  importance due to: attention; behaviour impact; number of receptors

- Vision  retina
o Depth (two eyes)
o Colour/black-white
o Weak/strong light
o Adaptation (light to dark and dark to light)
- Audition  cochlea
o Direction hearing (two ears)
o Low/high tones
o Loud/soft sounds
o Adaptation (not allot, but a bit)
- Taste  tongue
- Smell  olfactory epithelium
o Directional smelling is not possible
o Intensities
o Qualities
o Adaptation  after a while you don’t smell it anymore
o Double function
 Retronasal
 Orthonasal
o Takes place mostly outside awareness
o Very sensitive to deviations (newness)
o Trigger of behaviour (pheromones)
o Olfactory memory: implicit  (un)incidental learning
o Individual differences
 Genetic variation in set of olfactory receptors
 Personal attributes (context effects)
- Balance  vestibular system
- Somesthetics  pressure, vibration, soft touch, ..
- Kinaestetics  muscle tendons, … iets met muscle joints?  als je iets gaat kauwen bv
- Pain  free nerve endings
- Temperature  cold-, heat receptors
o Six different receptors
o Agonists
 Mentol = cold
 Capasaicin = hot

Flavour

- = smell and taste integrated
- = (retronasal) odour + taste + mouthfeel
- = nose + tongue + (several ‘oral’ touch senses)

4

Dit zijn jouw voordelen als je samenvattingen koopt bij Stuvia:

Bewezen kwaliteit door reviews

Studenten hebben al meer dan 850.000 samenvattingen beoordeeld. Zo weet jij zeker dat je de beste keuze maakt!

In een paar klikken geregeld

Geen gedoe — betaal gewoon eenmalig met iDeal, creditcard of je Stuvia-tegoed en je bent klaar. Geen abonnement nodig.

Direct to-the-point

Studenten maken samenvattingen voor studenten. Dat betekent: actuele inhoud waar jij écht wat aan hebt. Geen overbodige details!

Veelgestelde vragen

Wat krijg ik als ik dit document koop?

Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.

Tevredenheidsgarantie: hoe werkt dat?

Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.

Van wie koop ik deze samenvatting?

Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper marlyverest. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €3,99. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

4,6 sterren op Google & Trustpilot (+1000 reviews)

Afgelopen 30 dagen zijn er 66184 samenvattingen verkocht

Opgericht in 2010, al 15 jaar dé plek om samenvattingen te kopen

Begin nu gratis

Laatst bekeken door jou

Samenvatting ·

(0)

Samenvatting

Summary of lectures 1-12 of MCB-30806 Sensory Perception & Consumer Preferences

Document informatie

Onderwerpen

Geschreven voor

Verkoper

Ontvangen beoordelingen

Voorbeeld van de inhoud