An integrative review of sensory marketing: Engaging the senses to affect perception,judgment and behavior

I define “sensory marketing” as “marketing that engages the consumers' senses and affects their perception, judgment and behavior.” From a managerial perspective, sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality). Given the gamut of explicit marketing appeals made to consumers every day, subconscious triggers which appeal to the basic senses may be a more efficient way to engage consumers. Also, these sensory triggers may result in consumers' self-generation of (desirable) brand attributes, rather than those verbally provided by the advertiser. The understanding of these sensory triggers implies an understanding of sensation and perception as it applies to consumer behavior—this is the research perspective of sensory marketing. This review article presents an overview of research on sensory perception. The review also points out areas where little research has been done, so that each additional paper has a greater chance of making a bigger difference and sparking further research. It is quite apparent from the review that there still remains tremendous need for research within the domain of sensory marketing—research that can be very impactful.     

Neuromarketing as a scale validation tool: Understanding individual differences based on the style of processing scale in affective judgements

This paper revisits a well-cited and widely applied consumer scale, Style of Processing (SOP) (Childers et al., Journal of Consumer Research, 1985, 12 , 125), that has been used to investigate individual differences in processing visual versus verbal information in marketing. The scale has advanced knowledge in fields related to marketing communications, product development, psychology, advertising, education and learning theories, shedding light on our understanding of consumer psychology related to persuasion, comprehension, memory, and other consumer cognitive processes involving information. In a research dialog that took place in 2008, a need for further SOP validation was suggested using a neuromarketing approach. We took this call forward and conducted an event-related-potential (ERP) experimental research study using electroencephalogram (EEG) to validate the SOP scale, focusing on differential affective processing between verbalizers and visualizers. We not only demonstrate how neuromarketing tools can be utilized to provide evidence for scale validity, providing advantages over self-reported measures; but more importantly, address issues related to understanding differential fluency effects that exist between visualizers and verbalizers. Behavioral data revealed varying reaction times to emotional stimuli of a pictorial nature. We further identify two ERP components in our data, early left anterior negativity (ELAN) and late negative slow wave (LNSW), that differentiate individual processing fluency in affective versus evaluative-based judgements. Findings confirmed the construct validity of the SOP scale and enhance our understanding of individual differences in emotional processing of pictorial information.     

Branding the brain: A critical review and outlook

The application of neuroscience to marketing, and in particular to the consumer psychology of brands, has gained popularity over the past decade in the academic and the corporate world. In this paper, we provide an overview of the current and previous research in this area and explain why researchers and practitioners alike are excited about applying neuroscience to the consumer psychology of brands. We identify critical issues of past research and discuss how to address these issues in future research. We conclude with our vision of the future potential of research at the intersection of neuroscience and consumer psychology.     

品牌依恋:理论、测量及与相关变量的关系

品牌依恋是消费心理学和营销领域的重要概念。在理论层面,它描述了品牌与消费者之间的关系,可以有效预测消费者的行为。在应用层面,品牌依恋可以反映营销方案对产品销售的促进作用,因此也受到营销管理者的密切关注。在广泛考察已有文献,特别是近10年国内外文献的基础上,本文对品牌依恋的概念、测量方法、理论模型、影响因素和结果变量、以及与相关变量的辨析等进行了梳理,也对国内品牌依恋的相关研究进行了介绍。最后,未来的品牌依恋的研究应从三个方面开展,包括整合理论观点、提高外部效度和考察文化差异。     

Structural comparison and consumer choice

Psychological research has demonstrated important parallels between the structural alignment process involved in judgments of similarity and the processes that are involved in analogical reasoning. Gradually, this work on comparisons was applied to consumer choice. In this paper, we review the influence of structural alignment on choices among a set of options. Then, we discuss extensions of this work to comparative advertising and to the role of analogy in marketing communication. Finally, we discuss important extensions to structural alignment suggested by this work such as the key role that affect plays in comparisons made during the choice process.     

Evolutionary sport and exercise psychology: Integrating proximate and ultimate explanations

ObjectivesThis review aims to demonstrate the utility of integrating the insights of evolutionary psychology with sport and exercise psychology. Specifically, we offer a primer on evolutionary psychology that we then discuss in the context of several research avenues in sport and exercise. Next, we discuss how evolutionary psychology can inform our understanding of sporting culture.DesignReview paper.MethodsTheory and research are selectively reviewed in efforts to demonstrate the utility and limits of evolutionary psychology as an approach to sport and exercise psychology.Results and conclusionsEvolutionary psychology offers researchers in sport and exercise psychology an improved capacity to produce proximate explanations (i.e., how psychological mechanisms interact with the environment to produce behavior) by generating productive and novel hypotheses from ultimate explanations (i.e., why a psychological mechanism evolved a particular design; Tooby & Cosmides, 1992, 2005). The worth of integrating proximate and ultimate explanations is demonstrated by the ensuing novel insights of popular avenues of sport and exercise psychology including (a) the interrelation between motivation and reasoning and their relative influence on exercise behavior, (b) sex differences in sport participation, (c) performance in sport, and (d) group dynamics in sport. Unlike specific fields of psychology, evolutionary psychology is a metatheoretical approach that can foster mutually productive linkages between currently disparate areas within sport and exercise psychology, and with neighboring disciplines.     

Attitudinal Approaches to Health Behavior: Integrating Expectancy‐Value and Automaticity Accounts

Attitudes are a key construct in health psychology due to their central role in motivating and changing behavior. An expectancy‐value framework has been the dominant conceptual approach for exploring the impact of attitudes on health behavior, applications of which emphasize volition and rational decision making. More recently, attention has focused on automatic attitudes, which are believed to capture reflexive aspects of motivation. Dual‐process models such as the MODE generally treat expectancy‐value and automaticity accounts as representing separate processing pathways. However, both accounts depend on associative learning. Learning history pairs beliefs or features with evaluations; subsequent activation of beliefs or features activates associated evaluations and drives overall attitude. Therefore, a single information processing architecture may accommodate expectancy‐value and automaticity approaches within a unifying framework, and this is provided by neural network (connectionist) accounts. In this paper, we highlight how a greater emphasis on the information processing mechanics of associative learning can provide a more parsimonious model of attitudes, which may also extend to a wider array of memory‐related phenomena of relevance to health psychology.     

Enhancing social diffusion theory as a basis for prevention intervention: A conceptual and strategic framework

Social diffusion theory has recently been recognized as a promising approach for large-scale disease prevention and health promotion efforts. This paper describes how principles and tactics from social cognitive theory, operant psychology, social psychology, social marketing, and the overarching stages of change model can be used to further develop the conceptual and strategic (technological) bases of social diffusion theory. Within an integrative framework, we discuss in detail more effective ways to train peer mediators of behavior change as one example of how social diffusion theory can benefit from this conceptual and strategic reformulation. We then further illustrate the use of peer mediators of change in human immunodeficiency virus (HIV) and cancer prevention intervention studies with both interventions training peer mediators to diffuse information, norms, and risk reduction strategies. Although the results of these studies showed reductions in high-risk behaviors across population segments, more closely following the framework discussed in this article should further increase the behavior change potential of future interventions based on social diffusion theory.     

The Role of Thin‐Slice Judgments in Consumer Psychology

This article examines the potential theoretical and practical contributions that thin‐slice judgments may offer to consumer psychology. We begin by exploring thin‐slice judgments in the context of existing consumer information processing research. Then, we discuss the antecedents of thin‐slice judgments, the type of processing that may underlie and impact thin‐slice judgment formation. Finally, we review the potential consequences of thin‐slice judgments and investigate applications within the consumer domain.     

Understanding the evolution of consumer psychology research: A bibliometric and network analysis

Consumer psychology is an interdisciplinary subject that ties together theories and methods from psychology, marketing, advertising, economics, sociology, and anthropology. Since the 1960s, the field of consumer psychology has been the focus of hundreds of research contributions and has emerged as a major research field. However, no study has yet provided a unified perspective on the evolution of the field. This research provides a holistic, quantitative overview of 728 papers in consumer psychology from 1960 to 2016. Utilizing a bibliometric approach and networking methods, it maps out the evolution of the research, provides a comprehensive view of the dynamics of the field, and identifies the key authors and their collaboration networks. Results show that this field has grown dramatically, especially since 2006, with research focusing on psychology, business, and social science, with themes extending to cross culture and gender difference. The findings also indicate that the field of consumer psychology is still developing and many themes remain undeveloped.     

气象因素如何影响消费行为?基于情境营销理论的气象营销机制

从个体情绪波动到社会经济兴衰, 越来越多的研究开始关注气象因素对人类行为的重要影响。本研究提出大数据时代下, 基于情境营销理论的气象营销新概念。通过识别动态气象环境中对消费者心理和行为有影响的气象因素, 提出和验证“气象因素-消费心理-消费行为”这一逻辑链条的影响机制。研究主要围绕情境营销的气象因素影响、气象因素对消费心理和行为的影响机制、气象因素影响消费者行为机制下的营销策略三个主要问题展开讨论。预期研究成果将进一步延伸和丰富现有情境营销理论, 同时对环境消费心理学也是有益的补充。     

Hooked on a feeling: The effect of music tempo on attitudes and the mediating role of consumers' affective responses

With today's high degree of advertising clutter, marketers might greatly focus on evoking emotion or creating hedonic (e.g., feeling) experiences for consumers in order to improve practice. These strategies minimize the effort needed to process a message and can influence consumers' decisions. In 4 studies, we examine the effects of music tempo on consumers' attitudes toward the brand while further considering the mediating role of evoked feelings. Study 1 and 2 supports that music tempo in commercials influences consumers' affective response to the music in advertising. Study 3 replicated this effect using a controlled experiment and extended the research by demonstrating that tempo also affects general mood states, in addition to feelings evoked by the music. Last, Study 4 demonstrates that need for emotion moderates the role of affect as information. This research contributes to theory in sensory marketing and consumer behavior and offers practical implications to improve marketing practice.     

Brands as intentional agents: Our response to commentaries

We are grateful for the stimulating and hospitable welcome to us as guests in consumer psychology. As sojourners, we share a keen interest, but know that we come to visit without knowing the territory intimately. Granted, Chris Malone is an experienced, senior marketing practitioner who now owns a research-based consulting firm with a particular interest and specialization in this area. In addition, Nicolas Kervyn, trained as an experimental social psychologist, has worked and consulted in marketing. Susan Fiske, trained as an experimental social psychologist, had kibitzed in consumer psychology since she first served on the JCP board as an assistant professor. However, none of us has imperialist ambitions in consumer psychology. We are happy nonetheless to offer our framework as what seems to us a potentially useful complement to prior and ongoing related work. These exceptionally thoughtful commentaries broaden and inform our framework (Kervyn, Fiske, & Malone, 2012--this issue). In return, we offer some responses regarding our own view of the Brands as Intentional Agents Framework (BIAF), its parent, the Stereotype Content Model (SCM), and relationships with the commentators’ own contributions.     

Culture and dialogue: Positioning,mediation or style?

Dialogicality has become a key notion in current cultural psychology. Strikingly, whereas mediational and semiotic thinkers have developed the dialogical view by emphasizing the role of psychological distancing in semiotic and dialogical processes, dialogical self-theorists following the work of Hermans remain caught up in a perspective that naively privileges non-mediated interaction. In this article I argue that both accounts lack an adequate ontological understanding of dialogicality. In looking for an alternative, I will first discuss how Bakhtin offers a spatial account of dialogicality that is quite different from the positional account proposed by DST. For an ontological explication of the deep dialogicality underlying all signification, I will then turn to Merleau-Ponty's ontology of flesh and show how it allows us to see our embodied presence as always already part of a field of divergences, a carnal intersubjectivity, by which we participate in a particular style of being. I argue that the work of Bakhtin and Merleau-Ponty allows us to recognize a primordial dialogicality in the stylized, poetic and deeply equivocal nature of human expression. This primordial dialogicality defies the logic of positioning and distancing and reveals a deeper entwinement of self and other, with different psychological and developmental implications than those of DST.     

Driving demands,stress reactivity and driving behavior: An interactional approach

The aim of the present study was to investigate the role of driving demands, neuroticism, and their interaction when predicting driving behavior. More precisely, we strived to examine how driving behaviors (i.e., speeding, winding, tailgating and jerky driving) unfold across low and high driving demands and whether they are contingent on a personality factor that has previously been linked to stress reactivity. In a driving simulator, 50 participants with a valid driver’s license (56.6% female, age: M = 30.13, SD = 10.16) were exposed to driving scenarios of different levels of information processing and vehicle handling demands. Additionally, they filled-out a self-report questionnaire that measured their neuroticism. We found that driving behavior became safer in scenarios that were highly demanding in terms of information processing, while this pattern did not emerge with vehicle handling demands. Moreover, tentative support was found for the notion that individuals high in neuroticism are less able to adapt their behavior to higher information processing demands. The present study offers new insights on driving demands in a simulated driving context and points to the potential importance of exploring interactions between personality and situational factors when understanding driving behavior. Additionally, the results of the present study may be used to adapt driver’s education programs.     

The need for public policies to promote healthier food consumption: A comment on Wansink and Chandon (2014)

Current approaches to addressing obesity have fallen short. This is largely due to the many environmental forces that undermine people's self-regulatory capacity to be personally responsible for their food choices. Novel insights from the social sciences are needed to inform voluntary, health-promoting actions by companies, institutions, and citizens as well as the design of public health policies. Voluntary interventions that rely on nudges should complement traditional public health strategies such as taxation and restriction of child-targeted marketing in schools. In this commentary, we discuss four food policy issues that would benefit from consumer psychology research: (a) the restriction of food marketing to children, (b) provision of nutrition information through food labels, (c) improving school food environments, and (d) placing limits on portion sizes. Identifying effective solutions for obesity will require approaches that integrate psychological, public health, and legal perspectives and methods.     

Subjective Wellbeing and its Influence on Consumer Sentiment Towards Marketing: A New Zealand Example

Consumption is a central component of many peoples’ lives. Providing satisfaction and happiness with the products and services we buy and with the institutions that supply them is a fundamental part of marketing (Wilkie and Moore in J Macromark 26(2):224–232, 2006). Many studies investigate the influence of various microaspects of products/services—or of specific situational customer characteristics—on satisfaction evaluations. This study examines how a macro-variable, Subjective Wellbeing (SWB), relates to consumer satisfaction and illustrates the importance of SWB in studies examining determinants of the concept. Using the idea of spill-over effects, a well established concept in psychology and marketing that has received little attention in the area of consumer satisfaction research, it investigates whether attitudes towards marketing activities, measured by the Index of Consumer Sentiment Towards Marketing, are influenced by SWB. The research finds that Subjective Wellbeing, as determined by the International Wellbeing Index, contributes significantly to the explanation of consumer sentiment and makes a case for its inclusion in more consumer satisfaction studies.     

Empathy,social skills,and other relevant cognitive processes in rapists and child molesters

Considerable theoretical and research efforts have gone into formulations which suggest that sex offenders differ from nonoffenders in their processing of sexual material. This article reviews the literature concerning patterns of empathy, social skills, and other cognitive processes (i.e., theories, attitudes, and distorted cognitions) of incarcerated sex offenders or those who have identified themselves as sex offenders. We choose these three general topic areas because many see these phenomena as central to the understanding of sex offending. First, we present general empirical findings relevant to the phenomena of empathy, social skills, and distorted cognitions. We then move to a discussion of specific cognitive models that have been offered to account for the data. We briefly discuss the available data relevant to these cognitive models. The next section of the article reviews the treatments that have been applied to sex offenders with the stated goal of modifying the processes we are examining. Our final section attempts to summarize and highlight some of the identified problems and weaknesses in the study of the aforementioned processes in sex offending. We argue that too little attention has been paid to basic cognitive psychology and the role that cognitions or conceptualizations can play in promoting our understanding of the sex offender. We suggest that following the information processing approach as a generalized model will help integrate and direct research efforts.     

Affective Influences on Judgments and Behavior in Organizations: An Information Processing Perspective

This article reviews and integrates recent research in experimental social psychology and organizational behavior demonstrating the pervasive influence that affective states or moods have on judgments, decision making, and behavior in organizations. An information processing theory, the Affect Infusion Model (AIM) is described that can account for many of the empirical findings and also provides a promising theoretical base for future research in this area. The article reviews a range of experimental and applied studies consistent with the predictions of this model, demonstrating the role of information processing strategies in moderating affective influences on organizational behavior. Specifically, we discuss the influence of affect on such work-related behaviors as worker motivation, creativity and performance, interpersonal judgments and communication, performance appraisal judgments and selection interviews, organizational spontaneity, employee flexibility and helpfulness, absenteeism, and bargaining and negotiation behaviors. The implications of the information processing approach for understanding the influence of affect on organizational behaviors are discussed, and we argue for the greater integration of affect into contemporary theorizing and research in organizational settings.     

Tell me where you come from and I know what makes you tick: Managing the consumer personality–satisfaction link in diverse cultures

Marketing programs that evoke high satisfaction and marketing success in one culture often fail in others, but the understanding of those cultural differences is insufficient. The question of how culture is linked to consumer satisfaction is still not answered satisfactorily. One promising paradigm for exploring such questions comes from progress in cross-cultural personality psychology. Thus, we examine the influence of individual-level cultural orientations on personality, and the role of personality and affect in satisfaction formation across cultures. Based on experimental data, we show that a high individualism orientation triggers higher levels of extraversion; a high uncertainty-avoidance orientation triggers higher levels of neuroticism. Based on field data from Japan, Spain, and the United States, we identify equivalent relationships amongst personality-related antecedent processes shaping satisfaction indicating universality across these cultures. The findings demonstrate the usefulness of cross-cultural personality psychology theory and methods for understanding and predicting consumer responses to marketing actions across cultures.