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    Consumer Psychology (MN50582) - Lecture 2-Part II

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    1. Marketers are exploring ways to use smell in advertising and product design by pairing congruent scents with products to elicit certain emotions, though simplicity should not be ignored. 2. Sound and music can impact feelings and behaviors, with faster tempos creating more stimulation and slower tempos being more relaxing. Advertising jingles create brand awareness while background music sets mood. 3. Touch is also important in consumer perceptions and evaluations, though it is under-researched. Products that are touched by others are less liked. Tactile qualities can convey impressions of class and qualities like coarseness.

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    Consumer Psychology (MN50582) - Lecture 2-Part II

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    1. Marketers are exploring ways to use smell in advertising and product design by pairing congruent scents with products to elicit certain emotions, though simplicity should not be ignored. 2. Sound and music can impact feelings and behaviors, with faster tempos creating more stimulation and slower tempos being more relaxing. Advertising jingles create brand awareness while background music sets mood. 3. Touch is also important in consumer perceptions and evaluations, though it is under-researched. Products that are touched by others are less liked. Tactile qualities can convey impressions of class and qualities like coarseness.

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    Consumer Psychology(MN50582)-Lecture 2-Part II

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    1. Marketers are exploring ways to use smell in advertising and product design by pairing congruent scents with products to elicit certain emotions, though simplicity should not be ignored. 2. Sound and music can impact feelings and behaviors, with faster tempos creating more stimulation and slower tempos being more relaxing. Advertising jingles create brand awareness while background music sets mood. 3. Touch is also important in consumer perceptions and evaluations, though it is under-researched. Products that are touched by others are less liked. Tactile qualities can convey impressions of class and qualities like coarseness.

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    4 views13 pages

    Consumer Psychology (MN50582) - Lecture 2-Part II

    Uploaded by

    nat123592
    1. Marketers are exploring ways to use smell in advertising and product design by pairing congruent scents with products to elicit certain emotions, though simplicity should not be ignored. 2. Sound and music can impact feelings and behaviors, with faster tempos creating more stimulation and slower tempos being more relaxing. Advertising jingles create brand awareness while background music sets mood. 3. Touch is also important in consumer perceptions and evaluations, though it is under-researched. Products that are touched by others are less liked. Tactile qualities can convey impressions of class and qualities like coarseness.

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    Consumer Behaviour

    MN52062

    Lecture 2— Consumer Senses


    Part II (SELF-STUDY)

    Professor Haiming Hang


    Room 10E 3.86
    Email: h.hang@bath.ac.uk
    Sensory Perceptions - Smell
     Marketers are finding ways to use smell(but
    simplicity should not be ignored):
     Odors can stir emotions or create a calming
    feeling.
     Coffee = childhood, home
     Cinnamon buns = sex
     But congruency between products and scents is
    the key.
    Smell in Advertising

     This ad pokes fun at


    the proliferation of
    scented ads. Ah, the
    scent of sweat.
    Sound
    Sound affects people’s feelings and behaviors
     High tempo = more stimulation

     Slower tempo = more relaxing

     Phonemes: individual sounds that might be more

    or less preferred by consumers


     Example: “i” brands are lighter and cheaper than “a”
    brands(Mini, Aldi, Lidi, Primark)
     Mil vs Mal?
     Frosch or Frisch?
     Bilad or Bolad?(Spence, 2012)
    Sensory Perceptions - Sound
     Advertising jingles create brand awareness.
     Background music creates desired moods.
     Muzak uses a system it calls “stimulus
    progression” to increase the normally slower
    tempo of workers during midmorning and
    midafternoon time slots.
     Sound engineering:
     Top-end automakers are using focus groups of
    consumers to help designers choose appropriate
    sounds to elicit the proper response.
    Sensory Perceptions - Touch
     Relatively little research has been done on the effects of
    tactile stimulation on the consumer, but common
    observation tells us that this sensory channel is
    important.
     Haptic senses—or “touch”—is the most basic of senses;
    we learn this before vision and smell(even before we
    were born)
     Touch can increase product evaluation(e.g. sweater),
    increase service tips and generosity(see Krishna, 2012)
     However, it a product touched by another shopper, it is
    less liked and less likely to be purchased(Argo, Dahl,
    and Morales, 2006)
    Tactile Quality Associations

    Tactile Oppositions in Fabrics

    Perception Male Female

    High class Wool Silk Fine

    Low class Denim Cotton

    Heavy Light Coarse


    Applications of Touch Perceptions

     Kansai engineering: A
    philosophy that translates
    customers’ feelings into
    design elements.
     Mazda Miata designers
    discovered that making
    the stick shift (shown on
    the right) exactly 9.5 cm
    long conveys the optimal
    feeling of sportiness and
    control.
    Sensory Perceptions - Taste
     People’s taste can be
    influenced by other
    senses(e.g. food color,
    brand name, crunch sound,
    perceived healthiness)
     Cultural changes determine
    desirable tastes
     The more respect we have
    for ethnic dishes, the more
    spicy food we desire
    Interpretation - Gestalt Principle

     This Swedish ad relies upon gestalt perceptual principles to insure that


    the perceiver organizes a lot of separate images into a familiar image.
    Interpretation- Principle of Closure

     This Land Rover ad illustrates the use of the principle of closure, in which
    people participate in the ad by mentally filling in the gaps in the sentence.
    Interpretation- Figure-ground Principle

     This billboard for Wrangler jeans makes creative use of


    the figure-ground principle.
    Multisensory Perception
     Congruency among different senses can
    enhance product evaluation.
     arousing qualities of scent and music are congruent, it
    improves approach behaviour
     congruence between the scent and music in retail
    settings in the context of Christmas improves store
    evaluations.
     However, when sensory stimuli conflict, visual
    dominance over other senses

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