By Aradhna Krishna
An insightful examine how contact, style, odor, sound, and visual appeal impact how buyers relate to items on a sensory point, and the way small sensory alterations could make a big impact. consumer experience describes how managers can use this information to enhance packaging, branding, and ads to captivate the consumer's senses.
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Additional resources for Customer Sense: How the 5 Senses Influence Buying Behavior
The shape of the iPod itself is visually distinctive; if I were to place the shape of an apple on a Walkman, it would appear out of place, and if I showed most people the shape of an iPod, they would be able to recognize it not just as a device for listening to music but as Apple’s music listening device. Thus, Apple has appealed to the sense of vision to make its products stand out in an increasingly large and diverse market of technological gadgets. Literature offers a different look at the power of sight, or the lack thereof.
5 Studies have applied this principle to test-taking scenarios, in which subjects who were primed by looking at a blue page performed better on creativity-based questions whereas subjects who were primed by looking at a red page performed better on more analytical or detail-oriented questions. This could have interesting applications in the corporate world, where meetings might be held in red or blue rooms depending on whether creative or analytical skills are more desired. Another interesting experiment using color is the Stroop test.
2 Optical Illusions (Ponzo and Hermann Grids). Try out these optical illusions. Which horizontal line looks longer? What color squares do you see? Another illusion you may be familiar with is known as the Hermann grid. It consists of sixteen large black squares separated by white space. Note that there are no gray squares at the intersections between the black squares—at least none are printed on the actual page. Try focusing on any one of the gray squares and notice how fast it disappears. Then move your eyes to any other part of the illusion, and the gray square will come back.
Customer Sense: How the 5 Senses Influence Buying Behavior by Aradhna Krishna