Sensory Marketing, Embodiment, and Grounded Cognition: Implications for Consumer Behavior

Journal of Consumer Psychology, 2014

10 Pages Posted: 16 Jan 2015

See all articles by Aradhna Krishna

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business

Norbert Schwarz

University of Southern California - Department of Psychology

Date Written: December 22, 2013

Abstract

There has been a recent swell of interest in marketing as well as psychology pertaining to the role of sensory experiences in judgment and decision making. Within marketing, the field of sensory marketing has developed which explores the role of the senses in consumer behavior. In psychology, the dominant computer metaphor of information processing has been challenged by researchers demonstrating various manners in which mental activity is grounded in sensory experience. These findings are arduous to explain using the amodal model of the human mind. In this introduction, we first delineate key assumptions of the information processing paradigm and then discuss some of the key conceptual challenges posed by the research generally appearing under the titles of embodiment, grounded cognition, or sensory marketing. We then address the use of bodily feelings as a source of information; next, we turn to the role of context sensitive perception, imagery, and simulation in consumer behavior, and finally discuss the role of metaphors. Through this discourse, we note the contributions to the present special issue as applicable.

Suggested Citation

Krishna, Aradhna and Schwarz, Norbert, Sensory Marketing, Embodiment, and Grounded Cognition: Implications for Consumer Behavior (December 22, 2013). Journal of Consumer Psychology, 2014, Available at SSRN: https://ssrn.com/abstract=2549963

Aradhna Krishna (Contact Author)

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

Norbert Schwarz

University of Southern California - Department of Psychology ( email )

3620 S. McClintock Ave
Los Angeles, CA 90089-1061
United States

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