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1 – 10 of over 4000
Article
Publication date: 6 May 2014

David A. Booth and Richard P.J. Freeman

This research study aims to illustrate the mapping of each consumer’s mental processes in a market-relevant context. This paper shows how such maps deliver operational insights…

4043

Abstract

Purpose

This research study aims to illustrate the mapping of each consumer’s mental processes in a market-relevant context. This paper shows how such maps deliver operational insights that cannot be gained by physical methods such as brain imaging.

Design/methodology/approach

A marketed conceptual attribute and a sensed material characteristic of a popular product were varied across presentations in a common use. The relative acceptability of each proposition was rated together with analytical descriptors. The mental interaction that determined each consumer’s preferences was calculated from the individual’s performance at discriminating each viewed sample from a personal norm. These personal cognitive characteristics were aggregated into maps of demand in the market for subpanels who bought these for the senses or for the attribute.

Findings

Each of 18 hypothesized mental processes dominated acceptance in at least a few individuals among both sensory and conceptual purchasers. Consumers using their own descriptive vocabulary processed the factors in appeal of the product more centrally. The sensory and conceptual factors tested were most often processed separately, but a minority of consumers treated them as identical. The personal ideal points used in the integration of information showed that consumers wished for extremes of the marketed concept that are technologically challenging or even impossible. None of this evidence could be obtained from brain imaging, casting in question its usefulness in marketing.

Research limitations/implications

Panel mapping of multiple discriminations from a personal norm fills three major gaps in consumer marketing research. First, preference scores are related to major influences on choices and their cognitive interactions in the mind. Second, the calculations are completed on the individual’s data and the cognitive parameters of each consumer’s behavior are aggregated – never the raw scores. Third, discrimination scaling puts marketed symbolic attributes and sensed material characteristics on the same footing, hence measuring their causal interactions for the first time.

Practical implications

Neuromarketing is an unworkable proposition because brain imaging does not distinguish qualitative differences in behavior. Preference tests are operationally effective when designed and analyzed to relate behavioral scores to major influences from market concepts and sensory qualities in interaction. The particular interactions measured in the reported study relate to the major market for healthy eating.

Originality/value

This is the first study to measure mental interactions among determinants of preference, as well as including both a marketed concept and a sensed characteristic. Such an approach could be of great value to consumer marketing, both defensively and creatively.

Details

Journal of Consumer Marketing, vol. 31 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 September 1993

R.P.J. Freeman, N.J. Richardson, M.S. Kendal‐Reed and D.A. Booth

Cognitive technology provides a response‐sensitivity metric forinteractions between major influences on a response by an individualconsumer. There is no restriction on the types…

Abstract

Cognitive technology provides a response‐sensitivity metric for interactions between major influences on a response by an individual consumer. There is no restriction on the types of influence or response which can be measured, so long as at least two normal levels (or the presence and absence) of the influence can be tested independently of variations in other influences. Illustrates this novel methodology for open‐ended concept tests, free‐choice profiling of physical products, interactions among tastes, aromas and textures, and the integration of a sensory characteristic with a conceptual attribute.

Details

British Food Journal, vol. 95 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

Content available

Abstract

Details

Journal of Consumer Marketing, vol. 31 no. 3
Type: Research Article
ISSN: 0736-3761

Article
Publication date: 8 April 2019

Dominik Mahr, Susan Stead and Gaby Odekerken-Schröder

The purpose of this paper is to systematically review the concepts and theories underlying customer service experience (CSE) and its underlying five dimensions (physical, social…

3913

Abstract

Purpose

The purpose of this paper is to systematically review the concepts and theories underlying customer service experience (CSE) and its underlying five dimensions (physical, social, cognitive, affective and sensorial). In this research, the contribution of the sensorial dimension to CSE research is emphasized. Senses are especially important in forming perceptions within servicescapes that are typically rich in sensory stimuli.

Design/methodology/approach

This study systematically identifies 258 articles published between 1994 and 2018 in services and marketing journals. The analysis uses a text mining approach with the Leximancer software to extract research concepts and their relationships.

Findings

The results demonstrate a shift from CSE research focused on brands and products toward value and interaction, around three focal areas: service system architecture, with its value creation processes; servicescape, with an increasingly digital interaction interface and outcome measures, with a stronger focus on emotional and relational metrics. In CSE research, the physical, social and cognitive dimensions are mostly researched in the focal areas of servicescape and outcome measures. Although important in practice, the sensorial dimension is the least investigated CSE dimension in service marketing research. Text mining insights demonstrate rich opportunities for sensorial research, particularly in studies on servicescape.

Practical implications

The synthesis will inform managers and service providers which elements of CSE are most relevant to customers when forming perceptions. These insights help service providers to control, manage and design (multi)-sensory stimuli that influence how customers will make sense of the servicescape.

Originality/value

This research is one of the first studies to examine the conceptual structure of CSE with a text mining approach that systematically analyzes a large set of articles, therein reducing the potential for researchers’ interpretative bias. The paper provides an assessment of the role of the largely neglected but crucial sensorial dimension, and offers future research suggestions into this emerging topic.

Details

Journal of Services Marketing, vol. 33 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

Book part
Publication date: 22 June 2021

John N. Moye

Chapter 6 synthesizes the psychophysics of sensation into a plausible model for the design and configuration of the learning engagement dimension of a learning system. In…

Abstract

Chapter 6 synthesizes the psychophysics of sensation into a plausible model for the design and configuration of the learning engagement dimension of a learning system. In sensation, the task is to collect and review stochastic information collected from an external stimulus. In learning systems design, the task is the opposite: to design learning objects and activities that communicate the intended learning to the learner effectively and efficiently. The sensation systems focus their attention on the structure of the stimulus. Likewise, a psychophysical learning system emphasizes the interconnections within categories of content to configure the learning experiences. The curriculum embeds this information into a learning plan.

Details

The Psychophysics of Learning
Type: Book
ISBN: 978-1-80117-113-7

Article
Publication date: 9 August 2022

Sheau Fen (Crystal) Yap, Megan Phillips, Euejung Hwang and Yingzi Xu

Healthcare service is a process that comprises a series of touchpoints underlying the key facets of service delivery, collectively shaping the users' (i.e. patients, hospital…

637

Abstract

Purpose

Healthcare service is a process that comprises a series of touchpoints underlying the key facets of service delivery, collectively shaping the users' (i.e. patients, hospital staff, and visitors) experiences. Departing from most sensory studies dedicated to understanding the retail environment and hedonic service, this study focuses on how sensory knowledge can contribute to understanding the sensory-based experiences of hospital users and their interactions with healthcare services at multiple touchpoints.

Design/methodology/approach

This study employs a multi-method approach comprising two studies involving semi-structured interviews and a qualitative online survey of past patients.

Findings

Drawing upon the user-centered theory, the authors (1) consulted healthcare experts on hospital service touchpoints and standards around medical protocol; (2) explored users' needs, experiences, expectations, and evaluations of healthcare services; and (3) identified the issues and challenges faced by healthcare service users at various service touchpoints. Based on these insights, the authors proposed sensory tactics across healthcare service touchpoints that promote the well-being of major hospital users.

Research limitations/implications

The proposed sensory tactics require follow-up empirical evidence. Future research could adopt robust methodological designs on healthcare environmental interventions and progress with a transdisciplinary approach to advance this research area.

Practical implications

The authors' experience-based framework forms the basis of a valuable toolkit for healthcare service management.

Originality/value

This study advances services literature by integrating sense-based marketing knowledge with healthcare service research to understand the dynamic and interactive relationship between hospital users and the environment.

Details

Journal of Service Theory and Practice, vol. 32 no. 5
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 12 November 2018

Andreas Aldogan Eklund and Miralem Helmefalk

The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts.

1591

Abstract

Purpose

The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts.

Design/methodology/approach

This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology.

Findings

The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers’ cognition, emotions and behaviors.

Research limitations/implications

A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses.

Practical implications

This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers’ cognitive, emotional and behavioral responses.

Originality/value

This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.

Details

Journal of Product & Brand Management, vol. 27 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Abstract

Details

Designing XR: A Rhetorical Design Perspective for the Ecology of Human+Computer Systems
Type: Book
ISBN: 978-1-80262-366-6

Book part
Publication date: 22 February 2010

Robert F. Mulligan

Purpose – Recent findings in neurobiology, cognitive psychology, and brain evolution are interpreted in light of Hayek's construction of the sensory order as a spontaneously…

Abstract

Purpose – Recent findings in neurobiology, cognitive psychology, and brain evolution are interpreted in light of Hayek's construction of the sensory order as a spontaneously emergent evolutionary adaptation. The sensory order is an experimental view of reality ordered by experience.

Approach – Natural selection of behavioral and cognitive adaptations is shown to result in structural change within the brain. Individual brains grow, and species brains evolve, through the construction and evaluation of hypothetical classification schemata. This process both results in the construction of the sensory order, as well as results from the particular models of objective reality that individuals have constructed, their evaluation of these models, and the comparison of our own models with those of others.

Findings – Cognitive adaptations, such as belief in agency, causal reasoning, and theory of mind, are inherited because they enhance survival and reproductive opportunities. In addition, behavioral adaptations including empathy, reciprocity, social hierarchy, and peacemaking are also inherited. Socialization in larger groups required the evolution of enhanced brain connectivity permitting a greater degree and sophistication of social intercourse.

Research Implications – Recent findings in neurobiology can be better related to one another in terms of how they contribute to the sensory order. Literary Darwinism, a school of literary theory, can also be understood more fully.

Originality/Value of Paper – Varied developments in modern neurobiology and cognitive psychology are shown to lead to spontaneously emergent institutional structures, such as behavioral regularities and rules of morality, which further enhance the survival benefits of inherited brain structure and the sensory order.

Details

The Social Science of Hayek's ‘The Sensory Order’
Type: Book
ISBN: 978-1-84950-975-6

Article
Publication date: 3 July 2023

Yupeng Mou, Jiao Fan, Zhihua Ding and Inayat Khan

In order to encourage customers to try experience virtual tourism, researchers and practitioners pay more attention on how to improve customers' perception of authenticity.

Abstract

Purpose

In order to encourage customers to try experience virtual tourism, researchers and practitioners pay more attention on how to improve customers' perception of authenticity.

Design/methodology/approach

Using the theory of cross-sensory compensation, through 4 experiments, this study examines the impact of social interaction and cross-sensory strategies on the relationship between virtual reality (VR) and improving customers' perception of authenticity and customer experience.

Findings

Through experimental research, this paper finds that (1) VR immersion has a significant positive impact on perception of authenticity, which in turn acts on customers' virtual tourism experience. (2) In addition, social interaction strengthens the relationship between VR immersion and customers' perception of authenticity. (3) The cross-sensory compensation has a positive effect on VR immersion to enhance customers' perception of authenticity.

Originality/value

The research conclusion provides a direction for further discussion on how to improve customers' perception of authenticity and provides theoretical guidance and reference for the virtual tourism industry.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

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