In marketing literature, many studies focused on the effects of sensory stimulation on consumer perceptions and product evaluations. This paper investigates the role of sight and hearing, referring to art and, more precisely, to painting and music. The aim of the paper is to understand the influence of these stimuli on product perception when paint and music are combined. Moreover, the aim of the research is to understand how the visual and the auditive stimuli influence product perception and to test their interaction. The empirical analysis is based on an experiment using a consumer good and four sensory stimuli - two visual (a paint and a picture) and two musical (two tracks evocating different moods) - supporting the product.

L'impatto degli stimoli artistici e musicali sulle percezioni del consumatore

BERTOLI, Giuseppe;
2014-01-01

Abstract

In marketing literature, many studies focused on the effects of sensory stimulation on consumer perceptions and product evaluations. This paper investigates the role of sight and hearing, referring to art and, more precisely, to painting and music. The aim of the paper is to understand the influence of these stimuli on product perception when paint and music are combined. Moreover, the aim of the research is to understand how the visual and the auditive stimuli influence product perception and to test their interaction. The empirical analysis is based on an experiment using a consumer good and four sensory stimuli - two visual (a paint and a picture) and two musical (two tracks evocating different moods) - supporting the product.
File in questo prodotto:
File Dimensione Formato  
MMM Arte.pdf

gestori archivio

Descrizione: Articolo principale
Tipologia: Full Text
Licenza: NON PUBBLICO - Accesso privato/ristretto
Dimensione 279.46 kB
Formato Adobe PDF
279.46 kB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11379/452513
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo

Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact