Multisensory Analysis of Consumer–Product Interaction During Ceramic Tile Shopping Experiences
| Autor: | Miguel Ángel Artacho, Enrique Alcántara, Natividad Martínez |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Ceramics
Cognitive Neuroscience Experimental and Cognitive Psychology Intention Shopping experience 050105 experimental psychology 03 medical and health sciences 0302 clinical medicine Hearing Sensorial and utilitarian experience dimensions Humans 0501 psychology and cognitive sciences Ceramic Product (category theory) Marketing PROYECTOS DE INGENIERIA Consumer behaviour 05 social sciences Multisensory consumer-product interactions Consumer Behavior Healthy Volunteers Sensory Systems Ophthalmology Touch visual_art visual_art.visual_art_medium Christian ministry Computer Vision and Pattern Recognition Tile Psychology 030217 neurology & neurosurgery |
| Zdroj: | RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia instname |
| ISSN: | 2213-4808 2213-4794 |
| Popis: | [EN] The need to design products that engage several senses has being increasingly recognised by design and marketing professionals. Many works analyse the impact of sensory stimuli on the hedonic, cognitive, and emotional responses of consumers, as well as on their satisfaction and intention to purchase. However, there is much less information about the utilitarian dimension related to a sensory non-reflective analysis of the tangible elements of the experience, the sequential role played by different senses, and their relative importance. This work analyses the sensorial dimension of consumer interactions in shops. Consumers were filmed in two ceramic tile shops and their behaviour was analysed according to a previously validated checklist. Sequence of actions, their frequency of occurrence, and the duration of inspections were recorded, and consumers were classified according to their sensory exploration strategies. Results show that inspection patterns are intentional but shifting throughout the interaction. Considering the whole sequence, vision is the dominant sense followed by touch. However, sensory dominance varies throughout the sequence. The dominance differences appear between all senses and within the senses of vision, touch and audition. Cluster analysis classified consumers into two groups, those who were more interactive and those who were visual and passive evaluators. These results are very important for understanding consumer interaction patterns, which senses are involved (including their importance and hierarchy), and which sensory properties of tiles are evaluated during the shopping experience. Moreover, this information is crucial for setting design guidelines to improve sensory interactions and bridge sensory demands with product features. The Spanish Ministry of Culture and Education funded this research with Grant No. PSE-020400-2007-1. |
| Databáze: | OpenAIRE |
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