Details
| Original language | English |
|---|---|
| Title of host publication | Finding New Ways to Engage and Satisfy Global Customers |
| Subtitle of host publication | Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) |
| Publisher | Springer Nature |
| Pages | 15 |
| Number of pages | 1 |
| ISBN (electronic) | 978-3-030-02568-7 |
| ISBN (print) | 978-3-030-02567-0 |
| Publication status | Published - 2 Apr 2019 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (electronic) | 2363-6173 |
Abstract
Research in sensory marketing provides evidence for the great potential of sensory imagery to create sensory consumer experiences. Especially in the context of food and beverage advertising, the targeted appeal of the senses through sensory imagery seems to be promising. However, there are still some research gaps relating to the concrete effect sizes of sensory appeals and possible mediators such as product design. This paper aims at closing 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, product design, and attitude) by using analysis of variance. Further, the paper examines underlying causal relationships between these potential market success factors by applying 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 have a positive impact on 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.
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
- Business, Management and Accounting(all)
- Strategy and Management
Cite this
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Finding New Ways to Engage and Satisfy Global Customers : Proceedings of the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC). Springer Nature, 2019. p. 15 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output: Chapter in book/report/conference proceeding › Conference contribution › Research › peer review
}
TY - GEN
T1 - Sensory Imagery in the Context of Beverage Advertising: How the Senses Affect Product Design and Attitude
T2 - An Abstract
AU - Wiedmann, Klaus Peter
AU - Haase, Janina
AU - Bettels, Jannick
PY - 2019/4/2
Y1 - 2019/4/2
N2 - Research in sensory marketing provides evidence for the great potential of sensory imagery to create sensory consumer experiences. Especially in the context of food and beverage advertising, the targeted appeal of the senses through sensory imagery seems to be promising. However, there are still some research gaps relating to the concrete effect sizes of sensory appeals and possible mediators such as product design. This paper aims at closing 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, product design, and attitude) by using analysis of variance. Further, the paper examines underlying causal relationships between these potential market success factors by applying 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 have a positive impact on 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 great potential of sensory imagery to create sensory consumer experiences. Especially in the context of food and beverage advertising, the targeted appeal of the senses through sensory imagery seems to be promising. However, there are still some research gaps relating to the concrete effect sizes of sensory appeals and possible mediators such as product design. This paper aims at closing 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, product design, and attitude) by using analysis of variance. Further, the paper examines underlying causal relationships between these potential market success factors by applying 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 have a positive impact on 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.
UR - http://www.scopus.com/inward/record.url?scp=85125190551&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-02568-7_3
DO - 10.1007/978-3-030-02568-7_3
M3 - Conference contribution
AN - SCOPUS:85125190551
SN - 978-3-030-02567-0
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 15
BT - Finding New Ways to Engage and Satisfy Global Customers
PB - Springer Nature
ER -