I want to remember: Preference for visual intensity in sentimental purchases

نویسندگان

چکیده

What determines an individual's preference for high- or low-intensity visual stimuli? This research designed four studies, including one incentive-compatible study, to explore a novel situation—imbuing product with sentimental value drive consumer consumption of intense stimulation. We manipulated imbuing from both the consumers' (via hypothetical scenarios) and marketers' brand positioning) perspectives. The results reveal that when is imbued value, consumers exhibit greater high-intensity stimuli (highly saturated colors; Studies 1 2), this effect driven by heightened desire memorability (Study 3). Moreover, investigated diminishes expected usage time frame products short (vs. long; Study 4). Our work contributes memory, sensory marketing literature. findings also provide strong managerial implications practitioners properly use design stimuli. Specifically, we offer viable way incorporate sentiment into retailing (i.e., via identify factors marketers should consider (e.g., manufacturing materials) promote rich elements in situations involving value.

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ژورنال

عنوان ژورنال: Psychology & Marketing

سال: 2023

ISSN: ['0742-6046', '1520-6793']

DOI: https://doi.org/10.1002/mar.21819