Philipp Wörfel, Florentine Frentz and Caroline Tautu
Sensory experience profoundly impacts consumer cognition and behavior. This paper aims to illuminate the structure and development of sensory and experiential marketing research…
Abstract
Purpose
Sensory experience profoundly impacts consumer cognition and behavior. This paper aims to illuminate the structure and development of sensory and experiential marketing research, to condense knowledge and to stimulate future research.
Design/methodology/approach
In all, 156 articles with 9,670 references serve as this paper’s database. The factor analysis on co-citation patterns of the top-cited 148 articles reveals the main research streams. The social network analysis unveils the degree of intellectual exchange between and within these schools of thought. The authors also map the temporal emergence of research streams and condense insights into an overarching framework that guides future research.
Findings
Early research in experiential marketing and store atmospherics emphasized the importance of affective reactions. Grounded and embodied cognition revised the understanding of the role perception plays in cognition. These developments culminated in the now most central research stream of sensory marketing, which bridges other research streams.
Research limitations/implications
Although the research field is strongly interconnected, integration with other marketing disciplines potentially enriches the discourse.
Practical implications
This paper is useful for any reader who wants to gain a synthesized overview of the research field of sensory marketing. The framework presented in this paper can serve as a starting point for new sensory marketing research.
Originality/value
This paper offers a structured and unbiased account of sensory marketing and merges findings from diverse research backgrounds.
Details
Keywords
Thorsten Teichert, Philipp Wörfel and Claire-Lise Ackermann
Snacking typically occurs as an automatic, consciously uncontrolled process which can lead to unintended health consequences. Grounded cognition informs about the multifaceted…
Abstract
Purpose
Snacking typically occurs as an automatic, consciously uncontrolled process which can lead to unintended health consequences. Grounded cognition informs about the multifaceted drivers of such automatic consumption processes. By integrating situation-, stimulus-, and person-specific factors, this study provides a holistic account of snacking.
Design/methodology/approach
A combined psychophysiological and behavioral experiment is conducted wherein participants can casually snack chocolate while participating in a survey setting. Implicit cognitions are assessed with the Implicit Association Test. The percentage of consumed chocolate serves as dependent variable in a Tobit regression with predictors at situation, stimulus and person level.
Findings
Chocolate snacking is positively influenced by personal craving tendencies, implicit food associations and situational contingency. We condense the results into an overarching framework in line with grounded cognition literature.
Practical implications
The multidimensional framework can guide consumer protection efforts to reduce excessive snacking habits based on situation, stimulus and person.
Originality/value
This study integrates theory from social cognition, consumer research, and behavioral food research and, thereby, extends the existing body of knowledge on grounded cognitions underlying snacking consumption.
Details
Keywords
Pragya Jayaswal and Biswajita Parida
Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic…
Abstract
Purpose
Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic research on AR has proliferated. This study aims to offer a holistic view of the past, present and future of augmented reality marketing (ARM) scholarship by analyzing its current and evolving research profile as well as its social and conceptual structures to inspire further research.
Design/methodology/approach
This study enriches the ARM scholarship by integrating a quantitative bibliometric analysis with a chronological-thematic review and a qualitative content analysis to develop a more comprehensive understanding of this novel area and suggest future research courses.
Findings
The bibliometric analysis reveals the key performance indicators as well as the social and conceptual structure of the ARM research field. The chronological-thematic review exhibits the advancement of ARM research over time and forecasts the emerging trends for the domain. Finally, the content analysis of recent articles reveals the current research hotspots and provides future research directions.
Research limitations/implications
The database limits the selection of literature, as the information in databases such as Scopus is updated regularly, resulting in alterations in the number of articles and citations.
Practical implications
AR developers and brand managers may use this study’s findings to understand the current ARM landscape better and make strategic decisions based on AR adoption and consumption patterns.
Originality/value
This study is singular in using a mixed methods approach by integrating the findings from bibliometric and content analyses for more reliable results and to offer a holistic perspective of the ARM sector, thereby significantly advancing the field of technology-led marketing.