3. lecture Flashcards
Sensory marketing =
marketing that engages the consumers’ senses and affects their perception, judgment and behavior
sensory marketing can be used to create
subconscious triggers that define consumer perceptions (e.g. sophistication, quality, elegance, innovativeness, modernity, interactivity)
What is the difference between a sensation and a perception?
sensation = when the stimulus impinges upon the receptor cells of a sensory organ
perception = the awareness or understanding of sensory information
need for touch scale =
picks up individual differences in need for touch - instrumental (functional) and autotelic (compulsive/emotional)
touch followed by an act of trust leads to
generosity
touch can also have negative effects
products touching products (disgust)
endowment effect = + study
no one wanted to trade their lottery ticket for money, despite obvious higher and risk free value. tgenovergestelde als mensen eerst geld krijgen
takeaway of the endownment effect
she states that consumers are reluctant to return goods once they have purchased them
haptic cues =
studies have shown that the role of touch-based interfaces magnifies the endowment effect; so the more tactile the experience of a product, this will drive purchase behavior
effects on smell physiological responses and mood:
2
smell produces both physiological and emotional responses
people can feel tense or relaxed depending on the scent they smell
smell and memory:
smell increases memory, people’s ability to recognize scents persists over very long time periods after exposure; product scent increases memory for associated information
smells and product trial:
: smell can increase product trial but fit between smell and product is crucial
smell and liking:
smell can attract consumers
smell and buying:
providing a pleasant-smelling environment can have a positive effect on shopping behavior
sound symbolism =
the idea that vocal sounds or phonemes carry meaning in and of themselves
music in advertising has been shown to impact ad persuasion by
impacting mood and involvement
ambient sound (hotel lobby music, supermarket music) can influence c
can influence consumer mood, time spent, spending
voice used for the brand is important for
brand perception
synesthetic cross modal abstraction =
we recognize properties that sounds and images have in common and abstract them to store them independently. The sounds and shapes of the objects have characteristics in common that can be abstracted; for example, a sharp, cutting quality of a word, and the shape it describes
Mil/Mal effect =
association between high and front vowels (i as in heed, /ae/ as in had, /i/ as in heed, /u/ as in who’d) and small objects; and lower and back vowels (f.e. a) to large objects
Maluma-Takete effect
voiceless stop consonants (p, t, k) and unrounded front vowels (e.g. as in heed) seem to be associated with sharp shapes, while sonorant consonants (l, m, n), the voice bilabial stop consonant b, and rounded back vowels (u as in who’d), are associated with round shapes
every single taste is a combination of all our five senses:
smell, touch (textures, fattiness), vision (aesthetic appeal, color), audition (sound of potato chip cracking)
taste is susceptible to external influences, f.e.
physical attributes, brand name, product information, packaging, advertising
tasting or sampling a product is the in-store marketing tactic that 2
most influences consumers’ purchases and the marketing tactics that consumers notice the most
satiation
one typically loves the first bite of food more than the seventh
we are visually dominant species:
we perceive things through our senses, but vision is the most important one
rule of thirds =
separates the canvas into six equal rectangles - two rows and three columns - by placing important elements at the crosspoint of the rectangles, they’re given a visual importance while maintaining a visual balance
techniques to settle on a focal point are:
3
selective focus = keep the focal point focused and background blurry or vice versa
exposure = manipulate dark and light areas in an image to make the focal point pop
light source = illuminate the focal point exclusively
golden ratio =
a common mathematical ratio found in nature, which can be used to create pleasing, organic-looking compositions in your design projects or artwork
visual path =
+ 2 shapes
a technique that takes the viewer’s gaze to a specific element; when we talk about visual paths, there are two notable shapes:
Z shape, in which the gaze starts at the top left, moves towards the right, then returns left and down diagonally before moving across to the right again
F shape is similar to the Z, but instead of returning to the left on a diagonal down, it followers a line resembling how you would read a block of text
eye-tracking =
the process of measuring where we look, also known as our point of gaze; these measurements are carried out by an eye tracker, that records the position of the eyes and the movements they make
mobile eye trackers
(lightweight eyeglass frames)
remote eye trackers
(below a screen)
output eye tracking
a scanpath is an ordered set of fixation points connected by saccades; tells us the order of fixation of the different objects in the screen; to represent eye-tracking data from several individuals, heat maps are sometimes used
grounded cognition =
our bodily states, situated actions, and mental simulations are used to generate our cognitive activity
bodily state
cognition that is affected by an unmoving physical condition that one is in (when subjects wore heavy backpacks, they judges hills as being steeper and distances longer)
situated action:
cognition impacted by movement that is not locomotive in nature; one’s body mass remains in the same coordinates but some parts of the body are moved (vertical head movements impacted agreement with content of a radio broadcast)
mental simulation:
even mental imagery may be enough to drive cognition (reading words associated with strong smells activates the olfactory cortex; a mug with the handle on the right results in greater mental simulation for right-handed people)
sensorially-rich metaphors
(fishy smells, clean person, warm heart): physical warmth relates to social warmth
Vestibular system
‘sixth sensory system’ which is responsible for balance and posture
standing (vs. sitting) postures in vestibular system and how to apply in marketing
standing (vs. sitting) postures induce greater physical stress on the body, which in turn decreases sensory sensitivity
consumers create the taste of pleasant-tasting foods and beverages as less favorable, the temperature as less intense, and they consumer smaller amounts
Below you can find the stimuli of experiment one mentioned in the paper ‘Pre-attentive mere exposure effects’ by Janiszewski (1990). In the condition where the brand name was placed on the right of the visual field, when was the evaluation more positive? Why is this effect occurring?
when the brand name was placed in the right visual field, it was evaluated more positively when the stimulus in the left visual field was pictorial as opposed to verbal (keep in mind that perception is always cross). The effect occurs because the right side of the brain (the more creative side) is activated by visual/pictorial images, recollection of the brand name
Below you can find the stimuli of study 1C described in the paper ‘the mere association effect’. When was the number 69 more liked? When was it more disliked? Please describe the results and explain your predictions by using the theory discussed in the paper.
it is about secondary associations: participants liked the 69 Trojan t-shirt more compared to the 96 Trojan t-shirt. They disliked the 69 Saints t-shirt more compared to the 96 Saints t-shirt. This pattern is driven by the fact that the name Trojan (condom brand) has a positive association to sex, leading participants to like more the number 69 compared to the number 96. The name Saints (football brand) has a negative associate with sex and therefore participants disliked the shirt less when it was associated with the number 69.
