Aktivitet: Tale eller præsentation › Foredrag og mundtlige bidrag
We presents ongoing research into the use of sensory language for underpinning the marketing and labelling of pre-packed foods and drinks, including locally branded products, and its interplay with non-verbal sensory stimuli (pictures, colours, shapes). Preliminary results will be presented on the generation of innovative sensory language through user-driven innovation in e-store environments (Coop.dk) as well as on consumers’ perceptual and behavioural responses to such innovations in simulated e-shopping situations monitored by eye-tracking. The results indicate that the presence of verbal sensory expressions – if appropriately chosen and visually noticed by the consumer – contribute significantly to product expectations in terms of taste and eating experience, and that ordinary consumers may contribute valuable cues to the formulation of comprehensible and appealing sensory descriptions.
19 okt. 2018
Branding Nations, Products, and Sensory Experiences: How is it all Perceived by Customers and Tourists?