3. lecture

Question 1

Sensory marketing =

Answer 1

marketing that engages the consumers’ senses and affects their perception, judgment and behavior

Question 2

sensory marketing can be used to create

Answer 2

subconscious triggers that define consumer perceptions (e.g. sophistication, quality, elegance, innovativeness, modernity, interactivity)

Question 3

What is the difference between a sensation and a perception?

Answer 3

sensation = when the stimulus impinges upon the receptor cells of a sensory organ
perception = the awareness or understanding of sensory information

Question 4

need for touch scale =

Answer 4

picks up individual differences in need for touch - instrumental (functional) and autotelic (compulsive/emotional)

Question 5

touch followed by an act of trust leads to

Answer 5

generosity

Question 6

touch can also have negative effects

Answer 6

products touching products (disgust)

Question 7

endowment effect = + study

Answer 7

no one wanted to trade their lottery ticket for money, despite obvious higher and risk free value. tgenovergestelde als mensen eerst geld krijgen

Question 8

takeaway of the endownment effect

Answer 8

she states that consumers are reluctant to return goods once they have purchased them

Question 9

haptic cues =

Answer 9

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

Question 10

effects on smell physiological responses and mood:
2

Answer 10

smell produces both physiological and emotional responses
people can feel tense or relaxed depending on the scent they smell

Question 11

smell and memory:

Answer 11

smell increases memory, people’s ability to recognize scents persists over very long time periods after exposure; product scent increases memory for associated information

Question 12

smells and product trial:

Answer 12

: smell can increase product trial but fit between smell and product is crucial

Question 13

smell and liking:

Answer 13

smell can attract consumers

Question 14

smell and buying:

Answer 14

providing a pleasant-smelling environment can have a positive effect on shopping behavior

Question 15

sound symbolism =

Answer 15

the idea that vocal sounds or phonemes carry meaning in and of themselves

Question 16

music in advertising has been shown to impact ad persuasion by

Answer 16

impacting mood and involvement

Question 17

ambient sound (hotel lobby music, supermarket music) can influence c

Answer 17

can influence consumer mood, time spent, spending

Question 18

voice used for the brand is important for

Answer 18

brand perception

Question 19

synesthetic cross modal abstraction =

Answer 19

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

Question 20

Mil/Mal effect =

Answer 20

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

Question 21

Maluma-Takete effect

Answer 21

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

Question 22

every single taste is a combination of all our five senses:

Answer 22

smell, touch (textures, fattiness), vision (aesthetic appeal, color), audition (sound of potato chip cracking)

Question 23

taste is susceptible to external influences, f.e.

Answer 23

physical attributes, brand name, product information, packaging, advertising

Question 24

tasting or sampling a product is the in-store marketing tactic that 2

Answer 24

most influences consumers’ purchases and the marketing tactics that consumers notice the most

Question 25

satiation

Answer 25

one typically loves the first bite of food more than the seventh

Question 26

we are visually dominant species:

Answer 26

we perceive things through our senses, but vision is the most important one

Question 27

rule of thirds =

Answer 27

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

Question 28

techniques to settle on a focal point are:
3

Answer 28

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

Question 29

golden ratio =

Answer 29

a common mathematical ratio found in nature, which can be used to create pleasing, organic-looking compositions in your design projects or artwork

Question 30

visual path =
+ 2 shapes

Answer 30

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

Question 31

eye-tracking =

Answer 31

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

Question 32

mobile eye trackers

Answer 32

(lightweight eyeglass frames)

Question 33

remote eye trackers

Answer 33

(below a screen)

Question 34

output eye tracking

Answer 34

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

Question 35

grounded cognition =

Answer 35

our bodily states, situated actions, and mental simulations are used to generate our cognitive activity

Question 36

bodily state

Answer 36

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)

Question 37

situated action:

Answer 37

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)

Question 38

mental simulation:

Answer 38

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)

Question 39

sensorially-rich metaphors

Answer 39

(fishy smells, clean person, warm heart): physical warmth relates to social warmth

Question 40

Vestibular system

Answer 40

‘sixth sensory system’ which is responsible for balance and posture

Question 41

standing (vs. sitting) postures in vestibular system and how to apply in marketing

Answer 41

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

Question 42

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?

Answer 42

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

Question 43

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.

Answer 43

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.