Felt something, hence it works: Merely adding a sensory signal to a product improves objective measures of product efficacy and product evaluations

IF 9.5 1区 管理学 Q1 BUSINESS
Dan King, Sumitra Auschaitrakul, Yanfen (Cindy) You
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Abstract

Product efficacy is an important driver of product evaluation and product usage. This research examines how marketers can improve perceived and actual product efficacy. Given the managerial ease of adjusting product design, we demonstrate that adding a sensory signal (e.g., tingling, cooling, fizzing) to a product that promises positive outcomes would improve product evaluations and actual product efficacy. In five studies (and two additional studies reported in the Web Appendix), we show that sensory signaling (vs. nonsignaling) products elicit actual product choice and improve product evaluations, repurchase likelihood, recommendation likelihood, as well as objective measures of product efficacy (such as consumer performance). This occurs because the sensory signals make consumers feel a greater transfer of benefits to the body during product usage. We further demonstrate that the effect holds even when persuasion knowledge is activated. Together, this research provides important insights on product designs that benefit not only marketers but also consumers.

Abstract Image

有感觉,所以有效:只需在产品中添加感官信号,就能提高产品功效和产品评价的客观衡量标准
产品功效是产品评价和产品使用的重要驱动力。本研究探讨了营销人员如何提高产品的感知功效和实际功效。鉴于调整产品设计在管理上的便利性,我们证明,在承诺积极效果的产品中添加感官信号(如刺痛感、冷却感、眩晕感)会提高产品评价和产品实际功效。在五项研究(以及网络附录中报告的另外两项研究)中,我们表明,感官信号产品(与无信号产品相比)会引起实际的产品选择,并提高产品评价、再次购买可能性、推荐可能性,以及产品功效的客观衡量标准(如消费者表现)。这是因为感官信号能让消费者在使用产品的过程中感受到更大的身体利益转移。我们进一步证明,即使在说服知识被激活的情况下,这种效果也能保持。总之,这项研究为产品设计提供了重要启示,不仅有利于营销人员,也有利于消费者。
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来源期刊
CiteScore
30.00
自引率
7.10%
发文量
82
期刊介绍: JAMS, also known as The Journal of the Academy of Marketing Science, plays a crucial role in bridging the gap between scholarly research and practical application in the realm of marketing. Its primary objective is to study and enhance marketing practices by publishing research-driven articles. When manuscripts are submitted to JAMS for publication, they are evaluated based on their potential to contribute to the advancement of marketing science and practice.
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