Summary slides MCB30806 Sensory perception and consumer preference
Lecture 1. The role of sensory experience in marketing and consumer behaviour
Sensory marketing – marketing that engages the consumers’ senses and affects their perception,
judgment and behaviour.
Five senses: haptics (touch), olfaction (smell), audition (sound), taste, and vision (sight).
Effect on: attitude (liking), learning and memory, behaviour.
Scent (as a sensory influence) can have a non-conscious effect on cognition (thinking) and behaviour
(doing) through associations with scent, the cleaning concept came into consciousness (accessible).
How sensory input affects response:
- Direct affective response to the physical/sensory stimulus: sensory liking/sensory product
quality.
- Affective response to the match between the physical/sensory aspects of the stimulus and
the internal representation or schema associated with the stimulus.
- Affective response to the meaning of the stimulus beyond the physical/sensory aspects.
o Associations with other concepts in knowledge structures (pine and X-mas).
- By affecting the judgmental and decision environment.
The senses are the window to the outside world. Senses include: vision, audition, gustation, olfaction
and somathesis, sight, sound, taste, smell and touch/texture.
They bring outside information inside the human system, and provide the basic inputs from which we
make sense of the world. The sensory information guides perception, preference and behaviour.
Important:
- Physio-chemical energy intrinsic to the food
- Transduces into the neurochemical and neuro-elective events
- In the peripheral nervous system
- Via receptor organs for each modality
- To yield basic sense data (quality, magnitude, duration)
- Basic sense data conveyed through central nervous system
Lecture 1. The role of sensory experience in marketing and consumer behaviour
Sensory marketing – marketing that engages the consumers’ senses and affects their perception,
judgment and behaviour.
Five senses: haptics (touch), olfaction (smell), audition (sound), taste, and vision (sight).
Effect on: attitude (liking), learning and memory, behaviour.
Scent (as a sensory influence) can have a non-conscious effect on cognition (thinking) and behaviour
(doing) through associations with scent, the cleaning concept came into consciousness (accessible).
How sensory input affects response:
- Direct affective response to the physical/sensory stimulus: sensory liking/sensory product
quality.
- Affective response to the match between the physical/sensory aspects of the stimulus and
the internal representation or schema associated with the stimulus.
- Affective response to the meaning of the stimulus beyond the physical/sensory aspects.
o Associations with other concepts in knowledge structures (pine and X-mas).
- By affecting the judgmental and decision environment.
The senses are the window to the outside world. Senses include: vision, audition, gustation, olfaction
and somathesis, sight, sound, taste, smell and touch/texture.
They bring outside information inside the human system, and provide the basic inputs from which we
make sense of the world. The sensory information guides perception, preference and behaviour.
Important:
- Physio-chemical energy intrinsic to the food
- Transduces into the neurochemical and neuro-elective events
- In the peripheral nervous system
- Via receptor organs for each modality
- To yield basic sense data (quality, magnitude, duration)
- Basic sense data conveyed through central nervous system
