This website uses its own and third-party cookies. Some of these cookies are used to develop analytical statistics of visits to the webpage, others to manage advertising or even others are necessary for the correct management of the site. If you continue to browse or click in accept we consider you accept the conditions for their use. You can get more information, or learn how to change the settings in our cookies policy?
Versión Española Versión Mexicana Ibercampus English Version Version française Versione italiana

14/12/2019  
    Ibercampus  | Editorial Board | Who we are | Ideology | Contact | Advertising rates | Subscription | RSS RSS
Policies
Inclusion policies
R&D
Employment
Economics
Culture
Green strategies
Health
Society and consumer
Sports
Debates
Interviews
Education
Grants & internships
Training
Trends
Enterprises & CSR
 Enterprises & CSR
ACNUR
AEGON
AIR LIQUIDE
ALCATEL-LUCENT
ALLIANZ
ARCELORMITTAL
ASIFIN
ASSICURAZIONI GENERALI
AXA
BANCO SANTANDER
BASF
BAYER
BBVA
BNP PARIBAS
CARREFOUR
DAIMLER AG
DEUTSCHE BANK
DEUTSCHE BÖRSE
DEUTSCHE TELEKOM
E.ON
ENEL
ENI
FORTIS
FRANCE TÉLÉCOM
GROUPE DANONE
IBERDROLA
INDITEX
ING GROUP
INTESA SANPAOLO
L'ORÉAL
LVMH
MUNICH RE
NOKIA
PHILIPS
RENAULT
REPSOL YPF
RWE
SAINT GOBAIN
SANOFI-AVENTIS
SAP AG
SCHNEIDER ELECTRIC
SIEMENS AG
SOCIÉTÉ GÉNÉRALE
SUEZ
TELECOM ITALIA
TELEFÓNICA
TOTAL S.A.
UNICREDIT
UNILEVER
VINCI
VIVENDI
VOLKSWAGEN

DEBATES

How taste and sound affect when you buy

sound and taste

There´s a reason marketers make appeals to our senses; the "snap, crackle and pop" of Rice Krispies makes us want to buy the cereal and eat it. But as savvy as marketers are, they may be missing a key ingredient in their campaigns. New research finds the type of sensory experience an advertisement conjures up in our mind--taste and touch vs. sight and sound -- has a fascinating effect on when we make purchases.
Ibercampus 28/6/2017 Send to a friend
Comparte esta noticia en TwitterFacebookTwitterdel.icio.usYahooRSS
The study led by marketing professors at Brigham Young University and the University of Washington finds that advertisements highlighting more distal sensory experiences (sight/sound) lead people to delay purchasing, while highlighting more proximal sensory experiences (touch/taste) lead to earlier purchases.

"Advertisers are increasingly aware of the influence sensory cues can play," said lead author Ryan Elder, associate professor of marketing at BYU. "Our research dives into which specific sensory experiences will be most effective in an advertisement, and why."

Elder, with fellow lead author Ann Schlosser, a professor of marketing at the University of Washington, Morgan Poor, assistant professor of marketing at San Diego State University, and Lidan Xu, a doctoral student at the University of Illinois, carried out four lab studies and a pilot study involving more than 1,100 study subjects for the research, published in the Journal of Consumer Research.

Time and time again, their experiments found that people caught up in the taste or touch of a product or event were more likely to be interested at an earlier time.

In one experiment, subjects read one of two reviews for a fictional restaurant: One focused on taste/touch, the other emphasized sound/vision. Participants were then asked to make a reservation to the restaurant on a six-month interactive calendar. Those who read the review focusing on the more proximal senses (taste and touch) were significantly more likely to make a reservation closer to the present date.
In another experiment, study subjects read ad copy for a summer festival taking place either this weekend or next year. Two versions of the ad copy existed: one emphasizing taste ("You will taste the amazing flavors...") and one emphasizing sound ("You will listen to the amazing sounds...").

When subjects were asked when they would like to attend, those who read the ad copy about taste had a higher interest in attending a festival this weekend. Those who read ads emphasizing sounds were more likely to have interest in attending the festival next year.

"If an advertised event is coming up soon, it would be better to highlight the more proximal senses of taste or touch - such as the food served at the event - than the more distal senses of sound and sight," Schlosser said. "This finding has important implications for marketers, especially those of products that are multi-sensory."

As part of the study, researchers also learned an interesting insight into making restaurant reviews more helpful. In their field study, the authors analyzed 31,889 Yelp reviews to see if they could find connections between the sensory elements of a reviewer's experience and the usefulness of a review.
They found reviews from people who emphasized a more distal sense (such as sight) were rated more useful when the review used the past tense ("We ate here last week and..."), while people emphasizing a proximal sense (touch) had more useful reviews when they used the present tense ("I'm eating this right now and it is so good!").

"Sensory marketing is increasingly important in today's competitive landscape. Our research suggests new ways for marketers to differentiate their products and service, and ultimately influence consumer behavior," Elder said. "Marketers need to pay closer attention to which sensory experiences, both imagined and actual, are being used."

Other issues Debates
Education 4.0: Beware the dark side of university restructuring
"Europe must motivate young people and give them the opportunity to shape public debate"
Self-driving cars in the EU: from science fiction to reality
All you need to know about the 2019 European elections
Stronger anti-money laundering supervision for a stable banking and financial sector – Q&A
How fair do Europeans think life in the EU is?
How travelling in Europe can boost active citizenship
Who´s smarter in the classroom: men or women?
EU elections: how many MEPs will each country get in 2019?
Where does respect for others begin? Launch of the manual "Writing Peace"

Subscribe free to our newsletter
Vanity Fea
The Virtual World We Inhabit
José Ángel García Landa
We can all be leaders
VIDEOCOMMUTING A NEW ORGANIZATIONAL REALITY THAT POSITIVELY IMPACTS EMPLOYEES
Mar Souto Romero
Financial inclusion
Financial Education For All!
Carlos Trias
Brusselian Lights
European elections (I): which words are more used in the European political manifestos?
Raúl Muriel Carrasco
Humor and Political Communication
Comisión de Arbitraje, Quejas y Deontología (Spain) (3) You can´t be too careful
Felicísimo Valbuena
Want your own blog? Want to be read by universities?
Find out here
Books
"Tthe study of human behaviour was political from the beginning"
The EU "An Obituary"
Startup Cities "Why Only a Few Cities Dominate the Global Startup Scene"
Blockchain Revolution "How the Technology Behind Bitcoin and Cryptocurrency Is Changing the World "
Doughnut Economics "Seven Ways to Think Like a 21st-Century Economist "
The People vs Tech "How the Internet Is Killing Democracy"
Theses and dissertations
1 The Virtual World We Inhabit
2 Education 4.0: Beware the dark side of university restructuring
3 Squid pigments could be used in food and health for their antioxidant and antimicrobial properties
4 China, Germany, Japan, Korea and the United States dominate global innovation - WIPO report 2019
5 Graphene activates immune cells helping bone regeneration in mice
6 The embryonic origin of the Cyclops eye
7 Scientists find a place on Earth where there is no life
8 New methodology developed to monitor patients with glioblastoma
9 European climate emergency: EU should commit to net-zero greenhouse gas emissions by 2050
10 Health in the EU: shift to prevention and primary care is the most important trend across countries
Legal Advise | Privacy Policy | Editorial Board | Who we are | Ideology | Contact | Advertising rates | RSS RSS