Understanding Consumer Sensory Preferences: An Ethnographic Investigation of Sensory Flamboyance and Subtlety in India

摘要

Limited research has inquired about basic preferences for high versus low sensory intensity in consumption, including the use of bright colors, loud music, and strong tastes and fragrances.Marketers use a variety of sensory appeals to communicate about their brands to consumers(Krishna 2012), but these may not be equally efficacious across consumers.While there are individual differences in propensity for different sensory elements such as need for touch, visual versus auditory processing or power of taste discrimination(Peck and Childers 2008), we investigate whether basic preferences for sensory flamboyance versus subtlety are structured sociologically and by early childhood experiences, rather than by individual dispositions.