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The Effect of Light on Sensory Perceptions. In a Consumer Behavior Context
В наличии
Местонахождение: Астана | Состояние экземпляра: новый |
Бумажная
версия
версия
Автор: Emanuel Crepaz
ISBN: 9786138958642
Год издания: 1905
Формат книги: 60×90/16 (145×215 мм)
Количество страниц: 52
Издательство: Scholars' Press
Цена: 25828 тг
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Сферы деятельности:Код товара: 768374
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Аннотация: Light is always present, on a continuum from dim to bright. However, what kind of role does it play in consumption settings, and how can it influence sensory processing, and consequently trigger specific behavioural responses? There is still only little known about the nature of its effects on the processing of (multi)sensory inputs, both on the environmental and product level. This book investigates the underlying mechanism of sensory processing in consumption settings through an in-lab study using a one-factor-between-design with an independent variable comprising two levels, namely illumination. The level of illumination is manipulated between participants and subjectively experienced (dis-)similarity ratings are recorded as indicators for processing of direct physical input. Moreover, sensory processing sensitivity is studied as a personal moderator. Results show support for both developed hypotheses, namely ambient illumination (brightness) is shown to positively affect subjectively perceived dissimilarity. Next, (high) sensory processing sensitivity strengthens this relationship. Based on these findings, theoretical and managerial implications are derived.
Ключевые слова: ambient illumination, abstraction, sensory processing sensitivity, dissimilarity ratings, sensory marketing