Does Sense Reacts for Marketing   Sensory Marketing

Singhal, Sanjeev; Khare, Kanika

doi:10.2139/ssrn.2956779

Cited by 20 publications

(8 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…A relação entre o consumidor e um dado produto ou serviço pode ser fortalecida com base numa experiência sensorial que explore os cinco sentidos humanos. Por isso, a percepção do consumidor com relação a um produto é mais intensa se for composta por experiências visuais, auditivas, gustativas, olfativas e táteis, o que faz com que uma experiência seja cinco vezes mais rica (SINGHAL; KHARE, 2015).…”

Section: Utilizando Os Sentidos Para Estratégias De Mercadounclassified

Informação E Estimulação Do Neuromarketing Na Internet

Silva¹,

Fernandes²,

Fernandes³

et al. 2021

Insights Sobre Neuromarketing E Neurociência

View full text Add to dashboard Cite

Section: Utilizando Os Sentidos Para Estratégias De Mercadounclassified

Informação E Estimulação Do Neuromarketing Na Internet

Silva¹,

Fernandes²,

Fernandes³

et al. 2021

Insights Sobre Neuromarketing E Neurociência

View full text Add to dashboard Cite

“…Sensorial marketing occurs with the use of stimuli and elements that consumers perceive through the senses to generate certain atmospheres (Gómez & García, 2012;Singhal & Khare, 2015). For Krishna (2012), by involving the senses, sensory marketing affects consumer perceptions, judgments, and behaviours.…”

Section: Sensorial Marketingmentioning

confidence: 99%

“…As Lindström ( 2006) points out, we also seek to establish a connection between the consumer and the brand on an emotional level, through the interaction of the five human senses in the process, seeking to attract clients in a differentiated way. The awakening of emotions tends to generate higher level of involvement, which remain longer in the consumer's mind For Singhal and Khare (2015), sensory marketing is part of the stimuli that affect the senses, and how the consumer interprets, understands, and responds to these stimuli. And if used appropriately, this marketing strategy can influence the consumer's decision.…”

Section: Sensorial Marketingmentioning

confidence: 99%

In the Purchase’s Essence: Sensory and symbolic elements in the descriptions of perfume sales over the Internet

Paula

Farias

et al. 2020

CBR

View full text Add to dashboard Cite

This study aimed to analyse whether sensory and symbolic elements used in perfume descriptions in internet sales can positively influence the level of involvement and consumer buying intention. To do so, a quasi-experimental design was adopted with the creation of three scenarios: one control group and two experimental groups. Each participant was presented to only one of the scenarios created, characterizing the model between subjects. Regarding the results, it was found that it is not possible to perceive differences between the means of the groups in relation to the dependent variables, except for a negative association between sensory aspects and the level of involvement. Therefore, it was concluded that it may not be advantageous to invest in sensory and symbolic aspects present in the product description in internet sales, it is necessary to rethink this strategy due the fact that this environment has a certain limitation with hedonics products.

show abstract

“…Las empresas diariamente se encuentran en una guerra de precios y esta es una oportunidad para crear valor agregado y reducir acciones con efectos a corto plazo. Para ello, una propuesta de valor diferenciadora requiere una alta dosis de creatividad, en especial si se estimulan los sentidos (Singhal y Khare, 2015).…”

Section: Introductionunclassified

La comunicación como factor clave en la experiencia del consumidor para la fijación del precio

Pérez

2020

ADR

View full text Add to dashboard Cite

El objetivo de la presente investigación es analizar la comunicación como uno de los generadores de experiencia del consumidor y su influencia en la fijación del precio. El mecanismo tradicional que utilizan empresas del sector de restauración para establecer el precio de venta al público se basa en los costos, dejando por fuera el valor percibido por el cliente a nivel experiencial.Diseño/metodología: La metodología de investigación abarca dos fases. La primera fase metodológica requiere una exploración bibliográfica analítica-sintética, que explica el contexto y el estado de la cuestión mediante una recopilación bibliográfica de autores que corroboran la relación existente entre la comunicación, estrategia experiencial, precio y comportamiento del usuario. La segunda fase de la investigación es de carácter deductivo, para la recolección de datos se emplea el muestreo no probabilístico de conveniencia. Se aplica un servicio personalizado y posterior una encuesta a quince profesionales en sus respectivas oficinas en Ecuador.Resultados: Los resultados muestran que los clientes estarían dispuestos a pagar cinco veces más por un servicio personalizado y diferenciador, por ende, un factor clave en el proceso de servicio es la comunicación bidireccional entre el prestador del servicio y el cliente. Mediante esta implementación se comprobó que el individuo realmente paga por lo que un producto o servicio representa a nivel experiencial, y queda en segundo plano, lo racional.Limitaciones/implicaciones: La implicación de los resultados expuestos es de carácter empresarial con enfoque a la toma de decisiones respecto al precio. No obstante, los datos recolectados mediante un servicio de restauración no permiten la utilización generalizada de los resultados por su naturaleza.Originalidad/contribución: La investigación se caracteriza por el valioso aporte inédito al estudio de la comunicación y la experiencia del consumidor como un mecanismo de fijación de precios desde una perspectiva holística, aislando los costos como eje principal de cálculo y toma como referente esencial la experiencia del usuario. Purpose:The objective of the current research is to analyze the communication as one of the drivers of customer experience and its influence in price selection. The traditional mechanism that businesses of the catering sector use to establish the sales price for the public it is based only in costs, leaving aside the perceived value of client at a perceived level. Design/methodology:The methodology for this research is divided into two phases. The first methodological phase requires an analytical-synthetic exploration of current bibliography, that explains the context and the state of the art for the topic at hand through a bibliographic review of several authors that corroborate the relationship between the communication, perceived strategy, price setting and user behavior. The second phase of the research is of a deductive nature. For the gathering of the data, a non-probabilistic convenience sampling is applied; this has ...

show abstract

Does Sense Reacts for Marketing Sensory Marketing

Cited by 20 publications

References 0 publications

Informação E Estimulação Do Neuromarketing Na Internet

Informação E Estimulação Do Neuromarketing Na Internet

In the Purchase’s Essence: Sensory and symbolic elements in the descriptions of perfume sales over the Internet

La comunicación como factor clave en la experiencia del consumidor para la fijación del precio

Contact Info

Product

Resources

About