Yamen Koubaa and Amira Eleuch, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 78-94
In food advertisements, consumers often get inputs from only a few senses and rely on crossmodal interactions to represent those advertisement features from which they are not getting sensory stimulation.
Food marketers can maximise the impact of their ads by including pictures and words that help consumers mentally link a product with a relevant scent, according to a study published in the Journal of Advertising Research (JAR).
The recent growth in online grocery sales presents a challenge in areas such as new product development or new brand launches as consumers are denied the usual in-store experiences that can prompt purchase, but the use of sensory-charged video and so
Bacardi, the drinks giant probably best known for its eponymous white rum brand, has been experimenting with voice marketing for several years and the experience of using platforms like Amazon Alexa and Google Home has prompted the company to concent
The ninth iteration of Brainy Bar, hosted by Walnut Unlimited and WARC, featured an all-female cast of speakers providing advice and expertise on the ways in which neuro is leading changes in branding, communications and research. Lona Meza was there to hear.
Marketers of products like chocolate, beer, honey and even marijuana could benefit from adopting a “synesthetic” approach that causes multiple senses to interact, according to an article published in the Journal of Advertising Research (JAR).
Diageo’s belief that voice is “a great way to enhance the whisky-tasting experience” has been demonstrated sufficiently with its Talisker single malt for the drinks giant to consider rolling out the approach to other products in its
Quick-service restaurant chains may be able to fuel purchase intent by tapping “physiological appeals” based on sensory or behavioural imagery in their TV ads, a study published by the Journal of Advertising Research (JAR) has found.