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Most marketing people are aware that it’s important for all the aspects of product marketing to be consistent. If your ad is saying that your product is used by kings and queens it’s not going to feel right if it arrives in a tatty cardboard box.
Similarly, if you make luxury claims and make the price cheap consumers will be put off by the incongruence.
But what about sensory consistency?
Do products need to be consistent in how they are perceived by each sense; is the smell and feel as important as the look?
Considerable research has been conducted on how smell can change perceptions. In one study, researchers put one new pair of running shoes in a room with a light floral smell and another identical pair in an unscented room. Afterwards 84% said they were more likely to buy the pair in the room that smelled of flowers. Yet another study found that pumping a scent into one part of casino led to people putting 45% more in slot machines.
A recent study investigated how the way a product feels can affect perceptions of it. Researchers gave identical mineral water to 1000 men and women, but varied the firmness of the (otherwise identical) cups containing the water.
.JPG "The Secret of Selling")
Turn over to read why the results surprised the researchers but not me (or anyone who has read my eBook The Secret of Selling)….>>>
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© 2009 Philip Graves Consumer Behaviour Research Resource. All rights reserved.
