When does brand matter more than our senses?: The influence of touching or smelling experience on product evaluation
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1 décembre 2020
- handle: 10670/1.r8j4x7
Ce document est lié à :
10.14417/ap.1725
info:eu-repo/semantics/openAccess
Sujets proches
Handwriting Chirography Work, Method of Industry (Psychology) Method of work Haptics Feeling Haptic sense Tactual perception Tactile perception Olfaction Supraliminal perception Papers Products, Manufactured Manufactured goods Products Manufactured products Bias Influence and resultsCiter ce document
Teresa Garcia-Marques et al., « When does brand matter more than our senses?: The influence of touching or smelling experience on product evaluation », Análise Psicológica, ID : 10670/1.r8j4x7
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Résumé
In this work we examine the interaction between brand and direct experience on product evaluation. Specifically, we selected two products (perfume and paper) whose intrinsic quality can be inferred directly through sensory experience (i.e., scent and writing experience, respectively). Results from one field and one laboratorial experiment showed that brand impacts the perception of a product, overriding the information offered by direct sensory experience with the product. Importantly, this was more likely to occur in processing conditions that induce low elaboration (e.g., low motivation). We further discuss how these results contribute to understand the effect as supported by having brand as a heuristic or promoting a belief that is able to bias our perceptions.