Objectives: Perception research

 

One of the key objectives of advertising is to influence the perceptions customers hold about a brand in their memory. Therefore, when assessing the effectiveness of an advertising campaign, researche ...

This paper analyses consumer perceptions with regard to the suitability of products to anticipated usage contexts, as well as their influence on purchase behaviour. Both elements are linked to manager ...

Shigeo Okazaki and Sean Corcoran, consultants to Dentsu Inc, discuss some key components of their brand audit and brand analysis system. They introduce four key brand-perception measures (relevance, c ...

Nowadays it is becoming more and more difficult to develop new fragrances outdoing existing ones in terms of consumer acceptance. Developing testing methods able to identify opportunities for successf ...

This paper focuses on how a cross-cultural research program is used to better understand issues of fragrance and consumer insight. At Takasago, the voice of the consumer is integrated into the Creativ ...

This paper outlines a theory of implicit fragrance perception based on major findings of current and ongoing psychological research) and built on earlier theories of perception, learning, and olfactio ...

Our senses interact with each other and borrow from each other's expertise in satisfying needs, or emotional language, meanings, vocabulary. Each sense has its own dynamics and uses a ‘language’ and a ...

This paper focuses on emotional states of short duration, on the order of several minutes, and in particular in the subjective, or mood, component of those states. It is felt these states would be sen ...

Fragrance experience is the product of the sensory properties of fragrance materials and the psychological processes involved in perception, memory and emotion. This paper provides an overview of expe ...

This conceptual paper concerns information processing, and focuses on the methods and mechanisms used by marketers and academics in attempting to explore mental processes, particularly regarding perce ...

Early studies of response to print advertising showed a pattern of simple-power functions to describe inquiry and memorial response. Contemporary psychology has established a world of perception-based ...

This paper describes and illustrates the role of perceptual measurement in the development and implementation of healthcare reform by the Ministry of Health of Turkey. A multi-stage program that colle ...

The method, described at some detail in the paper, can be briefly summarised as having people act as their own editor. After being shown selected audio visual stimulus respondents are provided with tr ...

Conventional research methods tend to lack efficiency as they do not take into consideration the specific quality of moving images: their sequentiality, and the resulting sequence of perception. There ...

This paper is concerned with finding appropriate ways in which qualitative research can examine how advertising is perceived so that we can extrapolate accurately from the research situation to reacti ...

In today's markets design can be regarded as a force for achieving market success. Strategically-oriented management in design and communication is required and an intelligent, improved product desig ...

This paper used data from two studies in which (firstly) judgements of brand similarity were obtained for soft drinks and magazines from 240 subjects, and (secondly) 36 informants judged, while thinki ...

A series of studies on exploratory consumer search routines rather than goal-directed search processes. Three studies using page placement competition on sample leaflets were used and the eye movement ...

The author points out that to understand consumer perceptions of product/market structures, marketers must choose from a wide variety of spatial and tree models. Because spatial and tree representati ...