All or Nothing in Sensory Marketing: Must All or Only Some Sensory Attributes Be Congruent With a Product’s Primary Function?
Abstract
Given the challenges and costs of implementing high sensory congruence, this article examines whether all sensory attributes, such as product color and ambient music, must match a product's primary function to ensure favorable product evaluation or whether a match of only some sensory attributes is sufficient. For this purpose, we consider multiple sensory attributes and their fit with a product's primary function in terms of key semantic...
Paper Details
Title
All or Nothing in Sensory Marketing: Must All or Only Some Sensory Attributes Be Congruent With a Product’s Primary Function?
Published Date
Sep 1, 2021
Journal
Volume
97
Issue
3
Pages
439 - 458
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Notes
History