Publication: Influence of visual marketing Inputs on consumer perception and behavior
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Date
2022-04-14
Authors
Advisor
Court
Verlegh, P.W.J. (PRESIDENTE)
Gonçalves Albornoz, Dilney (SECRETARIO);
Jain, Kriti (VOCAL);
Estes, Zachary (VOCAL);
Valenzuela Martínez, Ana María (VOCAL)
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Volume Title
Publisher
IE University
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Citation
Abstract
Aristotle, in his treatise Metaphysics, described the visual sense as the one “yielding most knowledge and excelling in differentiation” (Jonas, 1954). Indeed, a substantial body of research in consumer psychology has studied visual information processing and perception. This dissertation studies the effect of visual stimuli location on downstream consumer outcomes with the focus of chapter 1 on spacing (i.e., proximal vs. distant food depictions), chapter 2 on movement (i.e., slow vs. fast hand interaction with products), and chapter 3 on positioning (i.e., presentation format of left‐digit pricing in food visuals). These three chapters demonstrate that visual stimuli can subconsciously influence sensory perceptions and consumer behavior. For example, Chapter 1 examines the role of mental simulation (i.e., the perceptual re‐enactment of prior eating experiences) and perceived tastiness in driving the effect of proximal food depictions on consumer responses. Chapter 2 delves into the influence of observed hand movement speed on product gender perceptions and purchase preferences. Finally, Chapter 3 explores how the presentation of left‐digit pricing increases food waste behaviors. To examine these effects, the thesis chapters combine prior research on visual information processing with other literature streams (e.g., food consumption, satiation, social identity theory, behavioral pricing, food waste, etc.). Noteworthily, each chapter has distinct prosocial and practical implications – aimed at engaging with different stakeholders including members of the academia, consumers, marketers, and public policymakers.
Unesco subjects
Procesos de Percepción
Comportamiento del Consumidor
Estudio de Mercado
Comportamiento del Consumidor
Estudio de Mercado
License
Attribution 4.0 International
School
IE Business School
Center
Keywords
Citation
Malik, S. (2022). Influencia de los Insumos de Marketing Visual en la Percepción y el Comportamiento del Consumidor (Doctoral dissertation, IE Universidad).