All or Nothing in Sensory Marketing: Must All or Only Some Sensory Attributes Be Congruent With a Product’s Primary Function?

Fürst, Andreas; Pecornik, Nina; Binder, Christian

doi:10.1016/j.jretai.2020.09.006

Cited by 28 publications

(29 citation statements)

References 46 publications

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“…Further research is required to investigate this cross-modal impact in greater depth. Our investigation differs from previous studies that have investigated the influence of sensory marketing on customers' emotions, experience, and willingness to purchase (e.g., [4,20]). For example, [20] found that smell did not have a significant effect on emotions, and [4] noted similar findings with various product groups (e.g., cooling pad, heating pad).…”

Section: Discussionmentioning

confidence: 72%

“…Our investigation differs from previous studies that have investigated the influence of sensory marketing on customers' emotions, experience, and willingness to purchase (e.g., [4,20]). For example, [20] found that smell did not have a significant effect on emotions, and [4] noted similar findings with various product groups (e.g., cooling pad, heating pad). In contrast, in our study, no descriptive cues were offered to the subjects (except in the study in which we tested the impacts of bundling); instead, subjects made selections based solely on the virtual experimental viewing of the products.…”

Section: Discussionmentioning

confidence: 72%

“…In almost all these contexts, retailers can usually manage the sensory cues consumers encounter. Because retailers often use sensory cues to drive sales for specific products to enhance the effectiveness of their promotion campaigns [4], they can tactically locate the most effective sensory cues to affect consumers' emotions.…”

Section: Managerial Implicationsmentioning

confidence: 99%

“…Marketers and managers are increasingly focusing on sensorial cues to determine consumer's definitions of emotion and experience [1][2][3]. Sensorial cues, such as music, color, and scent, can influence consumers' behavior [4,5]. As a result, managers should use these sensory and experimental cues to affect customers' cognitive experiences [2,6,7].…”

Section: Introductionmentioning

confidence: 99%

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The One Thing You Need to Change Is Emotions: The Effect of Multi-Sensory Marketing on Consumer Behavior

et al. 2022

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Retailers are increasingly aware of the importance of store atmosphere on consumers’ emotions. The results of four experimental studies demonstrate that the sensory cues by which customers sense products and the amount of (in)congruency among the sensory stimuli of the products affect consumers’ emotions, willingness to purchase, and experience. In the presence of moderators such as colors, jingles, prices, and scent imagery, when facing sensory-rich experiential products (e.g., juice, coffee, hamburger, soda) with different sensory cues, consumers’ emotions, willingness to purchase, and experience depend on affective primacy and sensory congruency. The results (1) facilitate an improved consideration of the role of the interaction of sensory cues on customer emotions, (2) have consequences for outcomes linked with sensory congruency and affective primacy, and (3) help clarify possible incoherence in preceding studies on cross-modal outcomes in the setting of multi-sensory marketing.

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Section: Discussionmentioning

confidence: 72%

Section: Discussionmentioning

confidence: 72%

Section: Managerial Implicationsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The One Thing You Need to Change Is Emotions: The Effect of Multi-Sensory Marketing on Consumer Behavior

et al. 2022

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“…Understanding the sensory experience is critically important for successful brand management and research, as the sensory aspects of customer experience are central to brand competitiveness (Fürst et al, 2020;Hultén, 2011;Moreau, 2020). In 2020, Intel announced a major overhaul of its corporate image, including changing its logo, but insisted that it would keep the three-second audio mnemonic, heard every time an Intel Inside computer was switched on.…”

Section: Introductionmentioning

confidence: 99%

Making sense of sensory brand experience: Constructing an integrative framework for future research

Zha

Foroudi

Jin

et al. 2021

Int J Management Reviews

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This study asserts that conceptualizing sensory brand experience (SBE) as an independent construct is critical to expanding our understanding of experiences provided by brands. To achieve this goal, a rigorous examination of its foundational knowledge structure underpinning the construct is urgently required.Using co-citation analysis examining 151 SBE-related articles with 4038 citations over more than two decades , six knowledge fields deemed to have constitutive influence on SBE literature have been identified: atmospherics, product evaluation, sensory marketing, service marketing, experiential marketing and brand experience. Combining the results of a hierarchical cluster analysis and a metric multidimensional scaling analysis, the authors located three fundamental premises: (1) brand settings are arbiters of brand meaning; (2) the intrinsic processing of SBE involves the entrainment of exteroceptive and interoceptive processes; and (3) SBE outcomes are non-representational. At the end of the paper, these findings are organized into an integrative framework, highlighting research concerns and research gaps at the antecedent, processing and outcome stages. In doing so, this paper contributes to the conceptual development of SBE by constructing a doctrinal schema for future research undertakings.

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Keeping distance! How infectious disease threat lowers consumers' attitudes toward densely displayed products

Yi,

Wang,

Karimi

et al. 2024

Psychology and Marketing

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Infectious diseases have been posing frequent and significant threats to us. However, research on how disease threat affects consumer behavior, especially sensory responses, is still limited. In this study, drawing on the theory of compensatory consumption, we show that consumers under disease threat are less willing to buy products presented in a dense display. This is because disease threat activates a high‐density avoidance mindset, which is carried over to the way in which products are placed. Moreover, this effect is mitigated when diseases are noninfectious or when disinfectant products are displayed. A set of four studies, which adopt lab and field settings, using different manipulations and measures, provide convergent evidence for these effects. Specifically, Study 1 examines the main effect of disease threat on product display. Study 2 tests the mediating role of high‐density avoidance mindset as well as the moderating role of disease infectiousness. Study 3 proceeds to explore product type as the other boundary condition. Finally, Study 4 provides real world evidence through a field experiment. Furthermore, in these studies, five alternative explanations were ruled out to further clarify the psychological process. These findings offer valuable insights for retailers regarding product display strategies.

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All or Nothing in Sensory Marketing: Must All or Only Some Sensory Attributes Be Congruent With a Product’s Primary Function?

Cited by 28 publications

References 46 publications

The One Thing You Need to Change Is Emotions: The Effect of Multi-Sensory Marketing on Consumer Behavior

The One Thing You Need to Change Is Emotions: The Effect of Multi-Sensory Marketing on Consumer Behavior

Making sense of sensory brand experience: Constructing an integrative framework for future research

Keeping distance! How infectious disease threat lowers consumers' attitudes toward densely displayed products

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