Details
| Original language | English |
|---|---|
| Pages (from-to) | 727-739 |
| Number of pages | 13 |
| Journal | Psychology and Marketing |
| Volume | 35 |
| Issue number | 10 |
| Early online date | 11 Jul 2018 |
| Publication status | Published - 8 Oct 2018 |
Abstract
Sensory marketing is increasingly gaining importance as a promising approach to effectively appeal to consumers. To predict and monitor the success of sensory marketing activities, it is necessary to assess consumers’ perception of sensory cues. For this purpose, the authors present an exploratory effort to develop a holistic scale to measure consumers’ sensory perception along the five dimensions of visual, acoustic, haptic, olfactory, and gustatory perception—the sensory perception item set (SPI). The SPI consists of 20 adjectives (four per sense) and is the first measurement tool that includes, and thus enables a consistent measurement with regard to, all five senses. In addition, the SPI is simple to employ and is applicable to diverse products and industries. Based on three studies, the authors provide evidence of the reliability and validity of the SPI. Further, the results show that the SPI is significantly correlated with three essential marketing-related outcome variables (attitude, word-of-mouth recommendation, and buying intention). Consequently, this paper presents an approach that marketing managers may employ to better understand the consumer and, hence, to receive valuable information for product design or brand communication.
Keywords
- consumer psychology, item set, measurement, scale development, sensory marketing, sensory perception
ASJC Scopus subject areas
- Psychology(all)
- Applied Psychology
- Business, Management and Accounting(all)
- Marketing
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In: Psychology and Marketing, Vol. 35, No. 10, 08.10.2018, p. 727-739.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - The sensory perception item set (SPI)
T2 - An exploratory effort to develop a holistic scale for sensory marketing
AU - Haase, Janina
AU - Wiedmann, Klaus Peter
N1 - Publisher Copyright: © 2018 Wiley Periodicals, Inc. Copyright: Copyright 2018 Elsevier B.V., All rights reserved.
PY - 2018/10/8
Y1 - 2018/10/8
N2 - Sensory marketing is increasingly gaining importance as a promising approach to effectively appeal to consumers. To predict and monitor the success of sensory marketing activities, it is necessary to assess consumers’ perception of sensory cues. For this purpose, the authors present an exploratory effort to develop a holistic scale to measure consumers’ sensory perception along the five dimensions of visual, acoustic, haptic, olfactory, and gustatory perception—the sensory perception item set (SPI). The SPI consists of 20 adjectives (four per sense) and is the first measurement tool that includes, and thus enables a consistent measurement with regard to, all five senses. In addition, the SPI is simple to employ and is applicable to diverse products and industries. Based on three studies, the authors provide evidence of the reliability and validity of the SPI. Further, the results show that the SPI is significantly correlated with three essential marketing-related outcome variables (attitude, word-of-mouth recommendation, and buying intention). Consequently, this paper presents an approach that marketing managers may employ to better understand the consumer and, hence, to receive valuable information for product design or brand communication.
AB - Sensory marketing is increasingly gaining importance as a promising approach to effectively appeal to consumers. To predict and monitor the success of sensory marketing activities, it is necessary to assess consumers’ perception of sensory cues. For this purpose, the authors present an exploratory effort to develop a holistic scale to measure consumers’ sensory perception along the five dimensions of visual, acoustic, haptic, olfactory, and gustatory perception—the sensory perception item set (SPI). The SPI consists of 20 adjectives (four per sense) and is the first measurement tool that includes, and thus enables a consistent measurement with regard to, all five senses. In addition, the SPI is simple to employ and is applicable to diverse products and industries. Based on three studies, the authors provide evidence of the reliability and validity of the SPI. Further, the results show that the SPI is significantly correlated with three essential marketing-related outcome variables (attitude, word-of-mouth recommendation, and buying intention). Consequently, this paper presents an approach that marketing managers may employ to better understand the consumer and, hence, to receive valuable information for product design or brand communication.
KW - consumer psychology
KW - item set
KW - measurement
KW - scale development
KW - sensory marketing
KW - sensory perception
UR - http://www.scopus.com/inward/record.url?scp=85050509146&partnerID=8YFLogxK
U2 - 10.1002/mar.21130
DO - 10.1002/mar.21130
M3 - Article
AN - SCOPUS:85050509146
VL - 35
SP - 727
EP - 739
JO - Psychology and Marketing
JF - Psychology and Marketing
SN - 0742-6046
IS - 10
ER -