Sensory marketing,embodiment, and grounded cognition: A review and introduction |
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| Affiliation: | 1. Ross School of Business, University of Michigan, Ann Arbor, USA;2. Department of Psychology, University of Southern California, Los Angeles, USA;3. Marshall School of Business, University of Southern California, Los Angeles, USA;1. University of Oxford, UK;2. Baruch College, CUNY, USA;3. Universitat Pompeu Fabra, Spain;1. University of Wisconsin–Milwaukee, Lubar School of Business, 3202N. Maryland Ave., Milwaukee, WI 53211, USA;2. Zicklin School of Business, Baruch College, CUNY, One Bernard Baruch Way, New York, NY 10010, USA;3. Copenhagen Business School, Solbjerg Plads 3, C3.28, 2000 Frederiksberg, Denmark;1. Department of Strategic Management, Marketing & Tourism, University of Innsbruck, Innsbruck, Tyrol 6020, Austria;2. Department of Marketing, Bocconi University, Milan 20100, Italy;1. Lingnan College, Sun Yat-sen University, China;2. CUHK Business School, The Chinese University of Hong Kong, Hong Kong |
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| Abstract: | There has been a recent swell of interest in marketing as well as psychology pertaining to the role of sensory experiences in judgment and decision making. Within marketing, the field of sensory marketing has developed which explores the role of the senses in consumer behavior. In psychology, the dominant computer metaphor of information processing has been challenged by researchers demonstrating various manners in which mental activity is grounded in sensory experience. These findings are arduous to explain using the amodal model of the human mind. In this introduction, we first delineate key assumptions of the information processing paradigm and then discuss some of the key conceptual challenges posed by the research generally appearing under the titles of embodiment, grounded cognition, or sensory marketing. We then address the use of bodily feelings as a source of information; next, we turn to the role of context sensitive perception, imagery, and simulation in consumer behavior, and finally discuss the role of metaphors. Through this discourse, we note the contributions to the present special issue as applicable. |
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