Details
| Original language | English |
|---|---|
| Pages (from-to) | 475-487 |
| Number of pages | 13 |
| Journal | Journal of Marketing Communications |
| Volume | 26 |
| Issue number | 5 |
| Early online date | 19 Sept 2018 |
| Publication status | Published - 2020 |
Abstract
Research in sensory marketing provides evidence for the significant potential of sensory imagery to create sensory consumer experiences. Particularly in the context of food and beverage advertising, the targeted appeal of the senses through sensory imagery appears to be promising. However, research gaps remain concerning the concrete effect sizes of sensory appeals and possible mediators such as perceived product design. This paper aims to close these gaps by focusing on two different research issues. First, it investigates the effects of sensory imagery on marketing-related key performance indicators (i.e., sensory perception, perceived product design, and attitude) using analysis of variance. Further, the paper examines underlying causal relationships between these potential market success factors by applying partial least squares structural equation modeling (PLS-SEM). The findings support the usefulness of sensory imagery in advertisements, as it appears to be a valuable approach to address specific senses and to positively affect consumer perception. Moreover, the results reveal a causal chain of several direct and indirect effects between relevant performance indicators. Implications for marketing managers can be derived from this research on how to design powerful advertisements and effectively appeal to all five human senses by relying on sensory imagery.
Keywords
- Advertising, attitude, imagery, product design, product management, sensory marketing
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Business and International Management
- Business, Management and Accounting(all)
- Marketing
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In: Journal of Marketing Communications, Vol. 26, No. 5, 2020, p. 475-487.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Sensory imagery in advertising
T2 - How the senses affect perceived product design and consumer attitude
AU - Haase, Janina
AU - Wiedmann, Klaus-Peter
AU - Bettels, Jannick
N1 - Publisher Copyright: © 2018, © 2018 Informa UK Limited, trading as Taylor & Francis Group. Copyright: Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020
Y1 - 2020
N2 - Research in sensory marketing provides evidence for the significant potential of sensory imagery to create sensory consumer experiences. Particularly in the context of food and beverage advertising, the targeted appeal of the senses through sensory imagery appears to be promising. However, research gaps remain concerning the concrete effect sizes of sensory appeals and possible mediators such as perceived product design. This paper aims to close these gaps by focusing on two different research issues. First, it investigates the effects of sensory imagery on marketing-related key performance indicators (i.e., sensory perception, perceived product design, and attitude) using analysis of variance. Further, the paper examines underlying causal relationships between these potential market success factors by applying partial least squares structural equation modeling (PLS-SEM). The findings support the usefulness of sensory imagery in advertisements, as it appears to be a valuable approach to address specific senses and to positively affect consumer perception. Moreover, the results reveal a causal chain of several direct and indirect effects between relevant performance indicators. Implications for marketing managers can be derived from this research on how to design powerful advertisements and effectively appeal to all five human senses by relying on sensory imagery.
AB - Research in sensory marketing provides evidence for the significant potential of sensory imagery to create sensory consumer experiences. Particularly in the context of food and beverage advertising, the targeted appeal of the senses through sensory imagery appears to be promising. However, research gaps remain concerning the concrete effect sizes of sensory appeals and possible mediators such as perceived product design. This paper aims to close these gaps by focusing on two different research issues. First, it investigates the effects of sensory imagery on marketing-related key performance indicators (i.e., sensory perception, perceived product design, and attitude) using analysis of variance. Further, the paper examines underlying causal relationships between these potential market success factors by applying partial least squares structural equation modeling (PLS-SEM). The findings support the usefulness of sensory imagery in advertisements, as it appears to be a valuable approach to address specific senses and to positively affect consumer perception. Moreover, the results reveal a causal chain of several direct and indirect effects between relevant performance indicators. Implications for marketing managers can be derived from this research on how to design powerful advertisements and effectively appeal to all five human senses by relying on sensory imagery.
KW - Advertising
KW - attitude
KW - imagery
KW - product design
KW - product management
KW - sensory marketing
UR - http://www.scopus.com/inward/record.url?scp=85053521677&partnerID=8YFLogxK
U2 - 10.1080/13527266.2018.1518257
DO - 10.1080/13527266.2018.1518257
M3 - Article
AN - SCOPUS:85053521677
VL - 26
SP - 475
EP - 487
JO - Journal of Marketing Communications
JF - Journal of Marketing Communications
SN - 1352-7266
IS - 5
ER -