Where does product attachment come from? The effects of sight, hearing, and smell in the automobile market
Sensory marketing is advantageous because it can help reduce the amount invested to yield such a high effect. However, the existing literature in this area is limited to services (restaurants, hotels, retail, tourism, etc.) and foods for which it is easy to have sensitive sensory experiences. This s...
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2023-11-01
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| Series: | Innovative Marketing |
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| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19114/IM_2023_04_Kato.pdf |
| _version_ | 1827366314755227648 |
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| author | Takumi Kato |
| author_facet | Takumi Kato |
| author_sort | Takumi Kato |
| collection | DOAJ |
| description | Sensory marketing is advantageous because it can help reduce the amount invested to yield such a high effect. However, the existing literature in this area is limited to services (restaurants, hotels, retail, tourism, etc.) and foods for which it is easy to have sensitive sensory experiences. This study aimed to clarify the influence of sensory stimuli on attachment in the Japanese and American automobile markets. An online survey was distributed through a Japanese research company to 1,000 car owners in their 20s to 60s (500 people from each country). The results of applying structural modeling to the survey data confirm the significant effect of sight (β = 0.336, p-value < 0.000), which consists of styling and colors in the exterior and interior, and hearing (β = 0.379, p-value < 0.000), which consists of driving sound, door sound, and startup sound. In contrast, the results indicate no effect of smell (β = –0.031, p-value = 0.663). In addition, comparing the two countries, sight (β = 0.721, p-value < 0.000) was effective in Japan, and hearing (β = 0.741, p-value < 0.000) was effective in the United States. Practitioners should comprehensively evaluate sensory stimuli, understand their priorities, and deliver sensory experiences in multiple functions. This consistent embodiment can strengthen the consumer’s attachment to the product.
AcknowledgmentThis work was supported by Japan Society for the Promotion of Science KAKENHI Grant Number JP23K12567. |
| first_indexed | 2024-03-08T08:48:09Z |
| format | Article |
| id | doaj.art-2b1e98f51c504efcb0432169895220c1 |
| institution | Directory Open Access Journal |
| issn | 1814-2427 1816-6326 |
| language | English |
| last_indexed | 2024-03-08T08:48:09Z |
| publishDate | 2023-11-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj.art-2b1e98f51c504efcb0432169895220c12024-02-01T13:42:35ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262023-11-0119412413110.21511/im.19(4).2023.1019114Where does product attachment come from? The effects of sight, hearing, and smell in the automobile marketTakumi Kato0https://orcid.org/0000-0002-1795-4754Senior Assistant Professor, School of Commerce, Meiji UniversitySensory marketing is advantageous because it can help reduce the amount invested to yield such a high effect. However, the existing literature in this area is limited to services (restaurants, hotels, retail, tourism, etc.) and foods for which it is easy to have sensitive sensory experiences. This study aimed to clarify the influence of sensory stimuli on attachment in the Japanese and American automobile markets. An online survey was distributed through a Japanese research company to 1,000 car owners in their 20s to 60s (500 people from each country). The results of applying structural modeling to the survey data confirm the significant effect of sight (β = 0.336, p-value < 0.000), which consists of styling and colors in the exterior and interior, and hearing (β = 0.379, p-value < 0.000), which consists of driving sound, door sound, and startup sound. In contrast, the results indicate no effect of smell (β = –0.031, p-value = 0.663). In addition, comparing the two countries, sight (β = 0.721, p-value < 0.000) was effective in Japan, and hearing (β = 0.741, p-value < 0.000) was effective in the United States. Practitioners should comprehensively evaluate sensory stimuli, understand their priorities, and deliver sensory experiences in multiple functions. This consistent embodiment can strengthen the consumer’s attachment to the product. AcknowledgmentThis work was supported by Japan Society for the Promotion of Science KAKENHI Grant Number JP23K12567.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19114/IM_2023_04_Kato.pdfbrand managementfive sensesproduct conceptsensory marketinguser experience |
| spellingShingle | Takumi Kato Where does product attachment come from? The effects of sight, hearing, and smell in the automobile market Innovative Marketing brand management five senses product concept sensory marketing user experience |
| title | Where does product attachment come from? The effects of sight, hearing, and smell in the automobile market |
| title_full | Where does product attachment come from? The effects of sight, hearing, and smell in the automobile market |
| title_fullStr | Where does product attachment come from? The effects of sight, hearing, and smell in the automobile market |
| title_full_unstemmed | Where does product attachment come from? The effects of sight, hearing, and smell in the automobile market |
| title_short | Where does product attachment come from? The effects of sight, hearing, and smell in the automobile market |
| title_sort | where does product attachment come from the effects of sight hearing and smell in the automobile market |
| topic | brand management five senses product concept sensory marketing user experience |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19114/IM_2023_04_Kato.pdf |
| work_keys_str_mv | AT takumikato wheredoesproductattachmentcomefromtheeffectsofsighthearingandsmellintheautomobilemarket |