Sensory Information Essay

1626 words - 7 pages

Sensory information is dominantly linked to consumer’s perception of products and services (Krishna, 2010). Since individuals react instinctively and subconsciously to sensory stimuli as opposed to learnt stimuli such as a brand name or logo, marketers have attempted to use sensory perception of consumers to build in sensory ‘signatures’ creating unique identities for brands such as the Aroma of Singapore airlines. Understanding the role of sensory perception in evaluation of products and services and its application in marketing is thus becoming increasingly relevant.
Academic research in sensory marketing has proliferated significantly over the last few years. Sensory marketing is broadly referred to as the process of engaging consumers’ senses to influence their emotions, perceptions, choices, preferences and consumption (Krishna, 2010). Extant research in sensory marketing suggests that sensory aspects of a product such as looks, smell, touch, sound and taste influence consumers’ evaluation of the product (Alpert, Alpert and Maltz, 2005; Bone and Jantrania, 1992; Bloch, Brunel and Arnold, 2003; Hagtvedt and Patrick, 2008; Morrin and Ratneshwar, 2000; Peck and Childers, 2003; Nowlis and Shiv, 2005), and affect consumers’ behavior (e.g. impulse buying, more time spent at the store, longer stimulus viewing time, more dollars spent and greater in-store traffic).
Much of sensory marketing research has focused on studying the effect of individual sensory stimuli on a product’s evaluation. For example, Peck and Childers (2003, 2006) contend that elements of touch affect consumer judgment, attitude and impulse buying behavior. In another study by Morrin and Ratneshwar (2000), ambient scent was found to increase the consumers’ stimulus viewing time and increase their recall and recognition of unfamiliar brands. However, often consumers are exposed to more than one sensory stimuli and evaluation is likely to be through multisensory modalities. Consider when purchasing a pen, an individual may process information from both haptic (grip) and visual (design) stimuli to arrive at a preference. As Calvert, Spence and Stein (2004, p. xi) note “there can be no doubt that our senses are designed to function in concert and that our brains are organized to use the information they derive from their various sensory channels cooperatively in order to enhance the probability that objects and events will be detected rapidly, identified correctly, and responded to appropriately”.
Vision and touch are dominant sensory experiences through which consumers often perceive products. Schifferstein and Cleiren (2005) in their study find that these sensory experiences are more detailed and enable individuals to be more certain about their judgment towards the product. Further, they indicate that visual along with tactile information dominate product experiences over other sensory stimuli such as smell and sound. Since product experiences rarely involve just one sensory...

Find Another Essay On Sensory Information

Autism Spectrum Disorder and its Comorbidities

1185 words - 5 pages disorder (OCD). (2013, August 9). Symptoms. Retrieved from http://www.mayoclinic.org/diseases-conditions/ocd/basics/symptoms/con-20027827 Sensory Processing Disorder Explained | SPD Foundation. (2014, February 19). Sensory Processing Disorder Explained | SPD Foundation. Retrieved from http://www.spdfoundation.net/about-sensory-processing-disorder.html Steensel, F. J., Bögels, S. M., & Perrin, S. (2011, July 07). Anxiety Disorders in Children and Adolescents with Autistic Spectrum Disorders. National Center for Biotechnology Information. Retrieved February 20, 2014, from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3162631/

Autistic Disorder: Sensory Patterns vs. Behavior Responses

755 words - 4 pages study, we must first understand what sensory processing pattern means and how it can be related to the behaviors of autistic disorder. Sensory processing is the way that our sensory information is administered in our brains. It is how our brain takes the information given to it via visual, auditory, or spatial and responses accordingly. However, it has been hypothesized that those who have been diagnosed with autism do not respond the typical way

The Problem Of Classic And Romantic Understanding

518 words - 2 pages our reality. A priori data help us comprehend the sensory data that surround us by shaping concepts in our mind, tailored by the information we perceive through our senses. Therefore Kant reasoned that knowledge is composed of a combination of sensory data and intuition. By applying a priori intuitions such as time and space, the impressions we receive become logical and give our reality a sense of continuity. Even though a priori concepts are

Overall discussion on what it does and how the memory stores info

1250 words - 5 pages THE HUMAN MEMORYMemory is an information processing system. Webster's dictionary explains, "Memory as the faculty by which sense impressions and information are retained consciously or unconsciously in the mind and subsequently recalled." A great professor by the name of Michael Gibbons stated that, "Memory is any indication that learning has persisted over time." There are generally three types of memory: sensory memory, short-term memory and

Stage Theory: Model Of Memory

1124 words - 4 pages information is stored in short term memory and long term memory, the sensory store stores the information initially. The incoming information was retaining by sensory memory half a second (Goldstein, 2005). In sensory memory, information enters the human information processing system through a variety of channels connected with the different senses. A variety of sources of information are available in the environment such as light, sound, image, hot, but

memory in Introduction to Psychology - Psychological - Psychological

401 words - 2 pages which behaviors are adapted to the experiences experienced by the person, and can be more clearly defined as a cognitive process of knowledge that works to store, and save information, experiences and different attitudes that a person goes through and learns. The process of remembering includes the processes and activities that you perform. memory. · Sensory Memory: Sensory memory is the first part that is based on the process of receiving

Sensation and Perception Summary and Analysis

622 words - 3 pages Sensation is the process of receiving stimuli from the outside world to create sensory experiences of taste, smell, vision, touch, hearing, and many others. Perception is the process by which the brain organizes, interprets, and integrates the information brought to it. Perception helps us understand better the sensation. Sensation and Perception helps us improve our chances for survival. In the case of animals, they must be able to sense

Physical-Based Intervention Therapies For Children with Autism Spectrum Disorder

1666 words - 7 pages individuals can have difficulties with posture (Autism Speaks). Motor impairments can impact individuals with autism in a number of different ways and can have huge impacts on the basic activities of day to day living. In addition to motor impairments, individuals with ASD often have difficulties with how they respond to sensory information, or specific types of stimuli. This can include a hyper- sensitivity to touch, sound, light, and even smell

Memory and the Brain

963 words - 4 pages How does memory work? Is it possible to improve your memory? In order to answer these questions, one must look at the different types of memory and how memory is stored in a person's brain.Memory is the mental process of retaining and recalling information or experiences. (1) It is the process of taking events, or facts and storing them in the brain for later use. There are three types of memory: sensory memory, short-term memory, and long-term

The human memory process

1047 words - 5 pages process in memory is encoding. Encoding is a biological development that is rooted in the senses which it is begins with perception (Mohs, 2007). Encoding is the first important step to creating a new memory. It allows the perceived worthwhile item to be converted into information that can be stored in the brain, and after that is recalled from short-term or long-term memory (Mastin, 2010). Information excerpted from sensory input into the memory

Musician's Dystonia

929 words - 4 pages a painless condition, but one that impedes regular movement, therefore hindering one’s ability to achieve essential tasks, such as playing a musical instrument. The Cortical Homunculus, or the primary sensory cortex, is a sensory map of your body. This map is responsible for the reception of perceptible sensory information, or the sense of touch, as well as the implementation of motor movements. In other words, this motor center of the brain

Similar Essays

Do Childrens Toys Reflect Their Information And Sensory Processing Abilities

690 words - 3 pages Report #2: Do Childrens Toys Reflect Their Information and Sensory Processing Abilities There were two choices that I've made that I felt were the best choices for toys that would aid in the psychological developments of infants. One of the choices that I choose were books. I didn't choose a specific book but books in general that are appropriate for the childs age. The reason that I made this first choice is because I feel that books can be

Investigation Of Sensory Research Of Taste, Sight, Hearing, Smell, And Touch

1315 words - 6 pages interested in as this type of evaluation has the ability to provide a range of sensory properties of the product (Ross, 2009). Sensory evaluation is a method of the scientific aspect that provides information and data about how the human perceives the product by interpreting the responses to the sample product with the five senses (Lawless et al. 1999). These sensory properties can include the length of shelf life, consumer acceptability and the

Sensory Perception Essay

1044 words - 5 pages Sensory Perception Student’s Name: Institution: Sensory Perception Accuracy or inaccuracy of sensory information The sensory information in my opinion, can provide an accurate view of the world. It is because people’s lives revolve around senses and thought. There are five senses in living things, they include; sight, touch, taste, smell and hear. People’s thoughts are primarily an interaction with the sensory system. The accuracy

Sensory Processing Disorder: Facts And Solutions

1808 words - 8 pages real disorder with real solutions that will affirm parents and put an end to some challenges. A Review of the Literature Sensory Processing Disorder: What is it? The Sensory Therapies and Research Center define Sensory Processing Disorder or SPD (originally called Sensory Integration Dysfunction) as a neurological disorder in which the sensory information that the individual perceives results in abnormal responses. A more formal definition is: SPD