Making Choices While Smelling, Tasting, and Listening: The Role of Sensory (Dis)similarity When Sequentially Sampling Products

Abstract

Marketers are increasingly allowing consumers to sample sensory-rich experiential products before making purchase decisions. The results of seven experimental studies (two conducted in field settings, three conducted in a laboratory, and two conducted online) demonstrate that the order in which consumers sample products and the level of (dis)similarity between the sensory cues of the products influence choices. In the absence of any moderators, when sampling a sequence of sensory-rich experiential products (e.g., fragrances, chocolates, flavored beverages, music) with similar sensory cues (e.g., smell, taste, color, sound), consumers prefer the first product in the sequence. However, when sampling a sequence of products with dissimilar sensory cues, consumers prefer the last product. These findings (1) contribute to a better understanding of the role of sequential sensory cues on consumer choice formation, (2) have implications for effects related to sensory habituation and sensory trace fading, and (3) help resolve apparent inconsistencies in prior research on order effects in the context of choices for sequentially sampled experiential products.

Conceptualization of a holistic brand image measure for fashion-related brands

“…Sensory associations reflect engagement of the consumer's physical senses (i.e., vision, smell, sound, touch, and taste) (Hultén, 2011;Schmitt, 2011). According to Keller (1993), and supported by empirical studies (e.g., Biswas et al, 2014aBiswas et al, , 2014bPeck and Childers, 2003), sensory associations are largely produced by direct experiences with product-related and retail environment-related attributes, which contribute to experiential benefits (e.g., sensory enjoyment). These attributes include product appearance and texture (Peck and Childers, 2003); texture and color of packaging elements (Hultén et al, 2009); and color, scent, lighting (Hultén, 2012), and music (Jain and Bagdare, 2011) of retail environment elements.…”

“…All three dimensions should be captured in a brand image scale for fashion-related goods, but most existing brand image scales overlook or cursorily address the sensory or sensuality dimension. Sensory marketing research has emphasized the significance of tactile (Peck and Childers, 2003), visual and olfactory (Hultén, 2012), auditory and olfactory (Biswas et al, 2014a), and oral and haptic sensations (Biswas et al, 2014b) in shaping consumer responses, including brand image (Hultén et al, 2009;Hultén, 2011). Research (Carpenter et al, 2005;Clarke et al, 2012;Manlow and Nobbs, 2013;Mower et al, 2012;Pomodoro, 2013) supports that sensory features are central to shaping feelings and thoughts about fashion-related products or services, which may contribute to brand image.…”

Music in services marketing: an investigation about the roles music plays in service environments

“…This section of the literature review brings some discussions about the services marketing comprehension (Hoffman & Bateson, 1997;Lovelock & Wright, 2009). Studies punctuating the understanding of services marketing as the offering of service experiences are brought (Biswas, 2014;Ebrahim, Goneim, Irani, & Fan, 2016;Holbrook, 2000;Holbrook & Hirschman, 1982;Lemom & Verhoef, 2016;Richins, 1997;Vukadin, Lemoine, & Badot, 2016). Besides that, scholars (Akaka & Vargo, 2016;Davis & Baron, 1999;Hooper, 2016;Kotler, 1973;Krishna & Schwarz, 2013;Lin, 2010;Stocchi, Hart, & Haji, 2016) that present the servuction model as a significant factor for the service experience are also brought in this section such that the relevance of the ambient elements of a service place could be better explained.…”

“…It is known that services marketing focuses on the understanding of services (Hoffman & Bateson, 1997;Lovelock & Wright, 2009). Also, it is said that the services-marketing comprehension can be associated with the offerings of consumer experiences rather than goods and their benefits (Biswas, 2014;Holbrook, 2000;Holbrook & Hirschman, 1982;Lemom & Verhoef, 2016;Vukadin et al, 2016). Based on this, this subsection presents a discussion regarding the classical understanding of services marketing and the role of the consumer experiences in services.…”

“…Herein, Hoffman and Bateson (1997) as well as Lovelock and Wright (2009) represent the basic, traditional, and useful comprehension about services marketing; Holbrook and Hirschman (1982) are brought to contextualize the experiential consumption as a complement for the understanding of services marketing. Then, whereas Richins (1997) discusses the consumption-related emotions that may be evoked in a service experience, Biswas (2014) presents the role of the sensory products in stimulating consumption experiences.…”