Download or read book L incidence des stimuli olfactifs sur le comportement du consommateur written by Virginie Maille and published by . This book was released on 1999 with total page 674 pages. Available in PDF, EPUB and Kindle. Book excerpt: L’objet de cette thèse est d'étudier la formation d'attitude a l'égard d'un produit parfume. Dans ce cadre, deux questions se posent : celle de l'effet de l'agrément de l'odeur et de son adéquation au produit et celle du rôle du profil des consommateurs dans ce processus d'influence. Le modèle conceptuel propose considère essentiellement les apports du courant expérientiel et de la théorie du comportement décisionnel. Afin d'éprouver les hypothèses de recherche formulées, une étude empirique met en œuvre un plan expérimental ou les niveaux d'agrément et de congruence du parfum d'un shampooing sont manipules. L’étude montre que les shampooings parfumes avec une odeur fortement congruente (versus faiblement) sont mieux perçus d'un point de vue utilitaire et symbolique. Ils bénéficient également d'une évaluation globale et d'une intention d’achat plus fort. En termes d'agrément, seule l'influence sur la dimension hédonique de l'attitude et sur l'éveil perçu (réponse émotionnelle) est statistiquement significative. On enregistre cependant un effet d'interaction entre l'agrément et la congruence sur quelques items de la réponse utilitaire et symbolique et sur la mesure globale de la réponse emotionnelle : l'effet de l'agrément est positif lorsque la congruence est forte, négative sinon. En outre, les résultats montrent que le consommateur présente une sensibilité différente a l'influence de la congruence et de l'agrément de l'odeur du shampooing en fonction de son profil sociodémographique, de son niveau de recherche de sensations, de son comportement exploratoire, de l'orientation classique ou romantique de sa ; personnalité et de son implication a l'égard du shampooing.
Download or read book Effets des stimuli visuels et olfactifs sur le comportement du consommateur dans un centre commercial written by Emilie Sabouraud and published by . This book was released on 2008 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Neuro Consumer written by Anne-Sophie Bayle-Tourtoulou and published by Routledge. This book was released on 2020-04-24 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers’ brains; implications for innovation, packaging, price, retail environments and advertising; the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain’s subconscious expectations; the influence of social media and communities on consumers’ decisions – when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area.
Download or read book Contemporary Issues in Branding written by Pantea Foroudi and published by Routledge. This book was released on 2019-12-06 with total page 245 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era. Digital marketing and social media create opportunities for managers to communicate their brand’s identity to their consumers and stakeholders. Yet, limited empirical research exists to elucidate these issues, and less still that assists our understanding of branding issues at an international level. Recognising the complexity and plurality at the heart of the branding discipline, this text explores the relationship between brands, identity and stakeholders. Working through building, designing and maintaining a brand, the authors consider such aspects as strategic planning and campaign management, research and measurement, media relations, employee communication, leadership and change communication, and crisis branding. Critically, differing methods and approaches applied to branding and communication research design are assessed, including both qualitative and quantative methods. Proposing a mixture of theory and practice with international case studies, this book is an invaluable companion for advanced undergraduate and postgraduate students, academics of marketing and strategic brand management, as well as managers and decision makers globally.
Download or read book Aanwinsten van de Centrale Bibliotheek Queteletfonds written by Bibliothèque centrale (Fonds Quetelet) and published by . This book was released on 2004 with total page 650 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Research traditions in marketing written by Gilles Laurent and published by Springer Science & Business Media. This book was released on 1994-01-31 with total page 474 pages. Available in PDF, EPUB and Kindle. Book excerpt: Divergence: A Source of Creative Thinking The outstanding job accomplished by Bernard, Gary, and Gilles is really praiseworthy: not only did they succeed in completing within a remark ably short span of time the editing of the contributions to the conference that marked the 20th Anniversary of the European Institute for Ad vanced Studies in Management; they have also managed to elicit numerous insightful comments from a host of dashing young scholars as well as from the fortunate few established authorities whose findings have long be come leading articles in the best academic journals, who now chair those journals' editorial boards, and after whom great scientific awards have been named. In so doing, our dedicated triumvirate has blended together pieces of diverse research traditions-some of them quite puzzling-and mixed significantly differentiated styles of expression. The controversial display of self-confidence by some distinguished colleagues, the amazingly emo tional "good old" memories revived by their peers, the scapegoat-finding and moralizing confessions produced by some of their disciples together with the detached systematic rigidity of some others all combine to pro duce a multivarious patchwork that may well prove the existence of a marketing scholar lifecycle. This cartoon-like four-class typology might even make it worth the reader's while to indulge in some guesswork to discover the sequence of the four stages as an exercise and then partition the author population accordingly.
Download or read book Elusive Consumption written by Karin M. Ekström and published by Routledge. This book was released on 2020-05-27 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the context of rising consumerism and globalization, books on consumption are numerous. These tend to be firmly rooted in particular disciplines, however sociology, anthropology, business or cultural studies and as a result often present a blinkered view. Charged with the mission of unravelling what consumption means and how it operates, the worlds leading experts were flown to a secluded location in Sweden to 'battle it out'. This pioneering book represents the outcome. Ranging from the 'little black dress' to on-line communities, Elusive Consumption challenges our very understanding of consumerism. How successful is the advertising world in manipulating our buying patterns? Does the global marketplace promote cultural homogeneity or heterogeneity? Is the West really more of a 'consumerist civilization' than other countries? Does the advertising of certain products influence a voters choice of political party? How are products associated and marketed to different genders? These controversial topics and many more are discussed. Covering virtually every aspect of the word 'consumerism', Elusive Consumption provides a state-of-the-art view of the highly commercialized society we inhabit today. Some might have it that consumers are unwitting pawns, completely lacking in agency. Others might argue that consumer choices are empowering and subtly shape production. Richard Wilk, Colin Campbell, John F. Sherry, Richard Elliott, Russell Belk, and Daniel Miller who offers the most persuasive argument in this battle royal?
Download or read book The Forbidden Image written by Alain Besançon and published by University of Chicago Press. This book was released on 2000 with total page 431 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book discusses the privileging and prohibition of religious images over two and a half millennia in the West.
Download or read book Symbolic Interactionism and Cultural Studies written by Norman K. Denzin and published by John Wiley & Sons. This book was released on 2008-04-30 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt: Symbolic interactionism is one of the most enduring - and certainly the most sociological - of all social psychologies. In this landmark work, Norman K. Denzin traces its tortured history from its roots in American pragmatism to its present-day encounter with poststructuralism and postmodernism. Arguing that if interactionism is to continue to thrive and grow it must incorporate elements of post structural and post-modern theory into its underlying views of history, culture and politics, the author develops a research agenda which merges the interactionist sociological imagination with the critical insights on contemporary feminism and cultural studies. Norman Denzin's programmatic analysis of symbolic interactionism, which develops a politics of interpretation merging theory and practice, will be welcomed by students and scholars in a wide range of disciplines, from sociology to cultural studies.
Download or read book Brand Sense written by Martin Lindstrom and published by Simon and Schuster. This book was released on 2010-02-02 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.
Download or read book Perfumery written by Steve Van Toller and published by Springer Science & Business Media. This book was released on 2013-04-17 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: THE SENSE OF SMELL The nose is normally mistakenly assumed to be the organ of smell reception. It is not. The primary function of the nose is to regulate the temperature and humidity of inspired air, thereby protecting the delicate linings of the lungs. This is achieved by the breathed air passing through narrow passageways formed by three nasal turbinates in each nostril. The turbinates are covered by spongy vascular cells which can expand or contract to open or close the nasal pathways. The olfactory receptors, innervated by the 1st cranial nerve, are located at the top of the nose. There are about 50 million smell receptors in the human olfactory epithelia, the total size of which, in humans, is about that of a small postage stamp, with half being at the top of the left and half at the top of the right nostril. The receptive surfaces of olfactory cells are ciliated and extend into a covering layer of mucus. There is a constant turnover of olfactory cells. Their average active life has been estimated to be about 28 days.
Download or read book Intersensory Perception and Sensory Integration written by Richard D. Walk and published by Springer Science & Business Media. This book was released on 2013-03-08 with total page 428 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume on intersensory perception and sensory integration is the second volume of the series, Perception and Perceptual Development: A Critical Review Series. The topic of the volume is timely, for in recent years, many investigators have noted that information about any natural event is obtained by a perceiver from a variety of sources. Such an observation immediately leads to the question of how this information is synthesized and organized. Of course, the implication that there are several discrete input channels that must be processed has come under immediate attack by researchers such as the Gibsons. They find it extremely artificial to regard natural information as being cut up and requiring cementing. Nevertheless, the possibility that during ontogene sis, perception involves the integration of separate information has attracted the attention of scholars concerned with both normal and abnormal development. In the case of normal development, a lively controversy has arisen between those who believe perceptual develop ment goes from integration toward differentiation and those who hold the opposite view. In the case of abnormal psychological development such as learning disabilities, many workers have suggested that percep tual integration is at fault. In thinking about the issues raised in this volume, we are particularly indebted to our former teachers and colleagues: Eleanor and James Gibson, T. A. Ryan, Robert B. MacLeod, and Jerome Bruner. We are pleased to acknowledge the secretarial help of Karen Weeks in the preparation of this volume.
Download or read book Sensory Marketing written by Aradhna Krishna and published by Routledge. This book was released on 2011-02-25 with total page 410 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is sensory marketing and why is it interesting and also important? Krishna defines it as marketing that engages the consumers’ senses and affects their behaviors. In this edited book, the authors discuss how sensory aspects of products, i.e., the touch , taste, smell, sound, and look of the products, affect our emotions, memories, perceptions, preferences, choices, and consumption of these products. We see how creating new sensations or merely emphasizing or bringing attention to existing sensations can increase a product’s or service’s appeal. The book provides an overview of sensory marketing research that has taken place thus far. It should facilitate sensory marketing by practitioners and also can be used for research or in academic classrooms.
Download or read book Aspects of Form written by Lancelot Law Whyte and published by . This book was released on 1966 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Fragrance written by Charles S. Van Toller and published by Springer Science & Business Media. This book was released on 1993-01-31 with total page 376 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book builds on and extends the previous book: Perfumery: the psychology and biology of fragrance. Thus, a large part of the book reviews the latest evidence on olfaction research which is relevant to the study of perfumery psychology.
Download or read book Cognitive Psychology written by Colin Martindale and published by Thomson Brooks/Cole. This book was released on 1991 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Handbook of Consumer Motivations written by Ernest Dichter and published by . This book was released on 1964 with total page 486 pages. Available in PDF, EPUB and Kindle. Book excerpt:
