Research Article
SENSORY MARKETING AND THE EFFECT OF SENSORY INTERACTIONS ON PRODUCT PERCEPTIONS: A RESEARCH ON FABRIC SOFTENER
Abstract
Senses and
sensory stimulus, one of or together, influence consumer perception, judgement,
attitude and behavior, by providing consumers to make inferences about
marketing components such as product, brand and service environment. In the
last decade, marketing researchers and marketing managers has been more interested in senses and their
awareness on senses has been increased. So, senses in marketing has been
studied under the new approach, sensory marketing. Cross-modal correspondences,
which analyze the effect of interactions of senses on consumer perception is
extensively studied in these days. In this study, the effect of the packaging
color on consumer expectations of the intensity of the scent and the softness
of the washed clothes with softener has been researched in the extent of the
effect of vision on smell and touch. As a result of the two experiments, black packaging color affects the
expectation of the intensity of the scent, but has no effect on the perception
of the intensity of the scent and the expectation of the softness of the washed
clothes with the softener. As a result, the perception of the colors that are
used in products and packages should be evaluated in context and the influence
of the colors on senses should be considered in addition to the meanings of the
colors that are widely known.
Keywords
References
- Alpert, J. I., Alpert, M. I. (1989). Background music as an influence in consumer mood and advertising responses. NA-Advances in Consumer Research Volume 16.
- Aslam, M. M. (2006). Are you selling the right colour? A cross‐cultural review of colour as a marketing cue. Journal of marketing communications, 12(1), 15-30.
- Auvray, M.,& Spence, C. (2008). The multisensory perception of flavor.Consciousness and cognition, 17(3), 1016-1031.
- Bottomley, P. A.,& Doyle, J. R. (2006). The interactive effects of colors and products on perceptions of brand logo appropriateness. Marketing Theory, 6(1), 63-83.
- Citrina, A. V. , Stemb , D. E., Spangenbergb , E. R., Clarkb, M. J. (2003). Journal of Business Research, 56: 915 – 922
- Dematte, M. L., Sanabria, D., Sugarman, R., & Spence, C. (2006). Cross-modal interactions between olfaction and touch. Chemical Senses, 31(4), 291-300.
- Elder, R. S., Aydinoglu, N. Z., Barger, V., Caldara, C., Chun, H., Lee, C. J., ... ve Stamatogiannakis, A. (2010). A sense of things to come. Sensory marketing. Research on the sensuality of products, 1, 361-376.
- Enis, B.M., Cox, K.K, Stafford J.E. (1972). Students as subjects in consumer behavior experiments. Journal of Marketing Research, 9 (1), 72-74.
- Priluck Grossman R., Wisenblit J.Z. (1999). What we know about consumers' color choices. Journal of marketing practice: Applied marketing science, 5(3), 78-88.
- Hecht, D.,& Reiner M. (2009). Sensory dominance in combinations of audio, visual and haptic stimuli. Experimental brain research, 193(2), 307-314.
- Herz, R. (2010). The emotional, cognitive and biological basics of olfaction (pp. 87-108). New York: Routledge.
- Hoegg, J.,ve Alba, J. W. (2007). Taste perception: more than meets the tongue. Journal of Consumer Research, 33(4), 490-498.
- Hoyer W.D, MacInnis D.J. (2008). Consumer Behavior. Cengage Learning.
- Hultén, B., Broweus, N., VanDijk, M. (2009). What is Sensory Marketing. Palgrave Macmillan UK.
- Hultén, Bertil.(2011). Sensory marketing: the multi-sensory brand-experience concept, European Business Review, 23 (3), s. 256 - 273.
- Kauppinen‐Räisänen, H. (2014). Strategic use of colour in brand packaging.Packaging Technology and Science, 27(8), 663-676.
- Kemp, S. E.,& Gilbert, A. N. (1997). Odor intensity and color lightness are correlated sensory dimensions. The American journal of psychology, 110(1), 35.
- Knoeferle, K. M., Woods, A., Käppler, F., & Spence, C. (2015). That Sounds Sweet: Using Cross‐Modal Correspondences to Communicate Gustatory Attributes. Psychology & Marketing, 32(1), 107-120.
- Krishna, A.,& Morrin, M. (2008). Does touch affect taste? The perceptual transfer of product container haptic cues. Journal of Consumer Research,34(6), 807-818.
- Krishna, A., Lwin, M. O., ve Morrin, M. (2010a). Product scent and memory. Journal of Consumer Research, 37(1), 57-67.
- Krishna, A., Elder, R., ve Caldara, C. (2010b). Feminine to smell but masculine to touch? Multisensory congruence and its effect on the aesthetic experience.Journal of Consumer Psychology, 20, 410-418.
- Krishna, A. (Ed.). (2011). Sensory Marketing: research on the sensuality of products. Routledge.
- Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351.
- Krishna, A. (2013). Customer sense: How the 5 senses influence buying behavior. Palgrave Macmillan.
- Lwin, M., Morrin, M., ve Krishna, A. (2010). Exploring the superadditive effects of scent and pictures on verbal recall: An extension of dual coding theory.Journal of Consumer Psychology, 20, 317-326.
- Laurienti, P. J., Burdette, J. H., Wallace, M. T., Yen, Y. -F., Field, A. S., ve Stein, B. E. (2002). Activity in visual and auditory cortex can be modulated by influences from multiple senses. Journal of Cognitive Neuroscience, 14, 420−429.
- Madden, T.J., Hewett, K. ve Roth, M.S. (2000). Managing images in different cultures: A cross-national study of color meanings and preferences. Journal of international marketing, 8 (4), 90-107.
- Mandler, G. (1982). The structure of value: Accounting for taste. In M. S. Clark, ve S. T. Fiske (Ed.), Affect and cognition: The 17th Annual Symposium (pp. 3−36). Hillsdale NJ: Erlbaum.
- Mattila, A. S., Wirtz, J. (2001). Congruency of scent and music as a driver of in-store evaluations and behavior. Journal of retailing, 77(2), 273-289.
- Mitchell, D. J., Kahn, B. E., & Knasko, S. C. (1995). Th ere’s something in the air: eff ects of congruent and incongruent ambient odor on consumer decision making. Journal of Consumer Research, 22(2), 229–238.
- Morrin, M.,& Ratneshwar, S. (2000). The impact of ambient scent on evaluation, attention, and memory for familiar and unfamiliar brands. Journal of Business Research, 49(2), 157-165.
- Nancarrow, C., Tiu Wright, L., & Brace, I. (1998). Gaining competitive advantage from packaging and labelling in marketing communications. British Food Journal, 100(2), 110-118.
- Ngo, M. K., Misra, R., Spence, C. (2011). Assessing the shapes and speech sounds that people associate with chocolate samples varying in cocoa content.Food Quality and Preference, 22(6), 567-572.
- Peck, J., Childers, T. L. (2008). Sensory factors and consumer behavior.Handbook of consumer psychology, 193-219.
- Peck, J., Childers, T. L. (2003). To have and to hold: The infl uence of haptic information on product judgments. Journal of Marketing, April 67(2), 35-48.
- Peck, J., Shu, S. B. (2009). The effect of mere touch on perceived ownership. Journal of consumer Research, 36(3), 434-447.
- Piqueras-Fiszman, B., Alcaide, J., Roura, E., Spence, C. (2012). Is it the plate or is it the food? Assessing the influence of the color (black or white) and shape of the plate on the perception of the food placed on it. Food Quality and Preference, 24(1), 205-208.
- Sakai, N., Imada, S., Saito, S., Kobayakawa, T., Deguchi, Y. (2005). The effect of visual images on perception of odors. Chemical Senses, 30(suppl 1), i244-i245.
- Schmitt, B. H.,& Shultz, C. J. II (1995). Situational eff ects on brand preferences for image products. Psychology & Marketing, 12(5), 433-446.
- Schneider, K. C. (1977). Prevention of accidental poisoning through package and label design. Journal of Consumer Research, 4(2), 67-74.
- Shankar, M., Simons, C., Shiv, B., McClure, S., & Spence, C. (2010). An expectation-based approach to explaining the crossmodal influence of color on orthonasal odor identification: the influence of expertise. Chemosensory Perception, 3(3-4), 167-173.
- Silayoi, P., ve Speece, M. (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British food journal, 106(8), 607-628.
- Silayoi, P., Speece M. (2007): "The importance of packaging attributes: a conjoint analysis approach." European Journal of Marketing 41.11/12, 1495-1517.
- Singh, S. (2006). Impact of color on marketing. Management decision, 44 (6), 783-789.
- Solomon M, Bamossy G., Askegard S.,Hoeg M.K (2006). Consumer Behavior: A European Perspective; Prentice Hall, New Jersey, USA.
- Shiffman L.G, Kanuk L.L. (1994). Consumer Behavior. Prentice Hall.
- Yalch, R. F., Spangenberg, E. R. (2000). The effects of music in a retail setting on real and perceived shopping times. Journal of Business Research,49(2), 139-147.
- Zemke, D. M. V., Shoemaker, S. (2007). Scent across a crowded room: Exploring the effect of ambient scent on social interactions. International Journal of Hospitality Management, 26(4), 927-940.
DUYUSAL PAZARLAMA VE DUYUSAL ETKİLEŞİMİN ÜRÜN ALGILAMALARINA ETKİSİ: YUMUŞATICI ÜRÜNÜNDE BİR ARAŞTIRMA
Abstract
Duyular ve
duyusal uyarıcılar, tek başına veya bir arada, tüketicilerin ürün, marka,
hizmet ortamı gibi pazarlama unsurları hakkında çıkarım yapmasını sağlayarak,
onların algılarına, değerlendirmelerine, tutumlarına ve davranışlarına etki
eder. Son yıllarda, duyusal pazarlama yaklaşımı altında ele alınan duyular
üzerine farkındalık artmıştır ve özellikle birden fazla duyunun etkileşiminin
tüketici algılarına etkilerinin incelendiği duyulararası etkileşim daha yoğun
çalışılmaktadır. Bu çalışmada, görme duyusunun koklama ve dokunma duyularına
etkileri ele alınmıştır. Bu bağlamda, birden fazla duyuya hitap eden yumuşatıcı
ürününde görsel bir uyarıcı olan siyah ambalaj renginin, kokunun yoğunluk
beklentisi, kokunun yoğunluk algısı ve çamaşırların yumuşaklık beklentisine
etkileri incelenmiştir. Araştırma
kapsamında tasarlanan iki deney sonucunda, siyah ambalaj renginin; kokunun
yoğunluk beklentisi üzerine etkisi olduğu, fakat ambalaj içindeki yumuşatıcının
kokusunun yoğunluk algısı ve çamaşırların yumuşaklık beklentisi üzerine etkisi
olmadığı bulunmuştur. Buna dayanarak, üründe veya ambalajda kullanılan
renklerin algılarının ürün kapsamında değerlendirilmesi gerektiği ve renklerin
bilinen anlamlarının yanı sıra diğer duyular üzerindeki etkilerinin
ürün/ambalaj tasarımlarında daha fazla dikkate alınması gerektiği sonucuna
varılmıştır.
References
- Alpert, J. I., Alpert, M. I. (1989). Background music as an influence in consumer mood and advertising responses. NA-Advances in Consumer Research Volume 16.
- Aslam, M. M. (2006). Are you selling the right colour? A cross‐cultural review of colour as a marketing cue. Journal of marketing communications, 12(1), 15-30.
- Auvray, M.,& Spence, C. (2008). The multisensory perception of flavor.Consciousness and cognition, 17(3), 1016-1031.
- Bottomley, P. A.,& Doyle, J. R. (2006). The interactive effects of colors and products on perceptions of brand logo appropriateness. Marketing Theory, 6(1), 63-83.
- Citrina, A. V. , Stemb , D. E., Spangenbergb , E. R., Clarkb, M. J. (2003). Journal of Business Research, 56: 915 – 922
- Dematte, M. L., Sanabria, D., Sugarman, R., & Spence, C. (2006). Cross-modal interactions between olfaction and touch. Chemical Senses, 31(4), 291-300.
- Elder, R. S., Aydinoglu, N. Z., Barger, V., Caldara, C., Chun, H., Lee, C. J., ... ve Stamatogiannakis, A. (2010). A sense of things to come. Sensory marketing. Research on the sensuality of products, 1, 361-376.
- Enis, B.M., Cox, K.K, Stafford J.E. (1972). Students as subjects in consumer behavior experiments. Journal of Marketing Research, 9 (1), 72-74.
- Priluck Grossman R., Wisenblit J.Z. (1999). What we know about consumers' color choices. Journal of marketing practice: Applied marketing science, 5(3), 78-88.
- Hecht, D.,& Reiner M. (2009). Sensory dominance in combinations of audio, visual and haptic stimuli. Experimental brain research, 193(2), 307-314.
- Herz, R. (2010). The emotional, cognitive and biological basics of olfaction (pp. 87-108). New York: Routledge.
- Hoegg, J.,ve Alba, J. W. (2007). Taste perception: more than meets the tongue. Journal of Consumer Research, 33(4), 490-498.
- Hoyer W.D, MacInnis D.J. (2008). Consumer Behavior. Cengage Learning.
- Hultén, B., Broweus, N., VanDijk, M. (2009). What is Sensory Marketing. Palgrave Macmillan UK.
- Hultén, Bertil.(2011). Sensory marketing: the multi-sensory brand-experience concept, European Business Review, 23 (3), s. 256 - 273.
- Kauppinen‐Räisänen, H. (2014). Strategic use of colour in brand packaging.Packaging Technology and Science, 27(8), 663-676.
- Kemp, S. E.,& Gilbert, A. N. (1997). Odor intensity and color lightness are correlated sensory dimensions. The American journal of psychology, 110(1), 35.
- Knoeferle, K. M., Woods, A., Käppler, F., & Spence, C. (2015). That Sounds Sweet: Using Cross‐Modal Correspondences to Communicate Gustatory Attributes. Psychology & Marketing, 32(1), 107-120.
- Krishna, A.,& Morrin, M. (2008). Does touch affect taste? The perceptual transfer of product container haptic cues. Journal of Consumer Research,34(6), 807-818.
- Krishna, A., Lwin, M. O., ve Morrin, M. (2010a). Product scent and memory. Journal of Consumer Research, 37(1), 57-67.
- Krishna, A., Elder, R., ve Caldara, C. (2010b). Feminine to smell but masculine to touch? Multisensory congruence and its effect on the aesthetic experience.Journal of Consumer Psychology, 20, 410-418.
- Krishna, A. (Ed.). (2011). Sensory Marketing: research on the sensuality of products. Routledge.
- Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351.
- Krishna, A. (2013). Customer sense: How the 5 senses influence buying behavior. Palgrave Macmillan.
- Lwin, M., Morrin, M., ve Krishna, A. (2010). Exploring the superadditive effects of scent and pictures on verbal recall: An extension of dual coding theory.Journal of Consumer Psychology, 20, 317-326.
- Laurienti, P. J., Burdette, J. H., Wallace, M. T., Yen, Y. -F., Field, A. S., ve Stein, B. E. (2002). Activity in visual and auditory cortex can be modulated by influences from multiple senses. Journal of Cognitive Neuroscience, 14, 420−429.
- Madden, T.J., Hewett, K. ve Roth, M.S. (2000). Managing images in different cultures: A cross-national study of color meanings and preferences. Journal of international marketing, 8 (4), 90-107.
- Mandler, G. (1982). The structure of value: Accounting for taste. In M. S. Clark, ve S. T. Fiske (Ed.), Affect and cognition: The 17th Annual Symposium (pp. 3−36). Hillsdale NJ: Erlbaum.
- Mattila, A. S., Wirtz, J. (2001). Congruency of scent and music as a driver of in-store evaluations and behavior. Journal of retailing, 77(2), 273-289.
- Mitchell, D. J., Kahn, B. E., & Knasko, S. C. (1995). Th ere’s something in the air: eff ects of congruent and incongruent ambient odor on consumer decision making. Journal of Consumer Research, 22(2), 229–238.
- Morrin, M.,& Ratneshwar, S. (2000). The impact of ambient scent on evaluation, attention, and memory for familiar and unfamiliar brands. Journal of Business Research, 49(2), 157-165.
- Nancarrow, C., Tiu Wright, L., & Brace, I. (1998). Gaining competitive advantage from packaging and labelling in marketing communications. British Food Journal, 100(2), 110-118.
- Ngo, M. K., Misra, R., Spence, C. (2011). Assessing the shapes and speech sounds that people associate with chocolate samples varying in cocoa content.Food Quality and Preference, 22(6), 567-572.
- Peck, J., Childers, T. L. (2008). Sensory factors and consumer behavior.Handbook of consumer psychology, 193-219.
- Peck, J., Childers, T. L. (2003). To have and to hold: The infl uence of haptic information on product judgments. Journal of Marketing, April 67(2), 35-48.
- Peck, J., Shu, S. B. (2009). The effect of mere touch on perceived ownership. Journal of consumer Research, 36(3), 434-447.
- Piqueras-Fiszman, B., Alcaide, J., Roura, E., Spence, C. (2012). Is it the plate or is it the food? Assessing the influence of the color (black or white) and shape of the plate on the perception of the food placed on it. Food Quality and Preference, 24(1), 205-208.
- Sakai, N., Imada, S., Saito, S., Kobayakawa, T., Deguchi, Y. (2005). The effect of visual images on perception of odors. Chemical Senses, 30(suppl 1), i244-i245.
- Schmitt, B. H.,& Shultz, C. J. II (1995). Situational eff ects on brand preferences for image products. Psychology & Marketing, 12(5), 433-446.
- Schneider, K. C. (1977). Prevention of accidental poisoning through package and label design. Journal of Consumer Research, 4(2), 67-74.
- Shankar, M., Simons, C., Shiv, B., McClure, S., & Spence, C. (2010). An expectation-based approach to explaining the crossmodal influence of color on orthonasal odor identification: the influence of expertise. Chemosensory Perception, 3(3-4), 167-173.
- Silayoi, P., ve Speece, M. (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British food journal, 106(8), 607-628.
- Silayoi, P., Speece M. (2007): "The importance of packaging attributes: a conjoint analysis approach." European Journal of Marketing 41.11/12, 1495-1517.
- Singh, S. (2006). Impact of color on marketing. Management decision, 44 (6), 783-789.
- Solomon M, Bamossy G., Askegard S.,Hoeg M.K (2006). Consumer Behavior: A European Perspective; Prentice Hall, New Jersey, USA.
- Shiffman L.G, Kanuk L.L. (1994). Consumer Behavior. Prentice Hall.
- Yalch, R. F., Spangenberg, E. R. (2000). The effects of music in a retail setting on real and perceived shopping times. Journal of Business Research,49(2), 139-147.
- Zemke, D. M. V., Shoemaker, S. (2007). Scent across a crowded room: Exploring the effect of ambient scent on social interactions. International Journal of Hospitality Management, 26(4), 927-940.
There are 48 citations in total.
Details
| Journal Section | Articles |
|---|---|
| Authors | |
| Publication Date | June 14, 2017 |
| Published in Issue | Year 2017 Marketing Congress Special Issue |
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