Sensory stimulation for sensible consumption: Multisensory marketing for e-tailing of ethical brands

Yoganathan, Vignesh; Osburg, Victoria-Sophie; Akhtar, Pervaiz

Abstract

© 2018 Elsevier Inc. Amidst strong competition and lack of resources and functional superiority, ethical brands may seek an experiential approach to marketing online. A between-subjects online experiment (N = 308) shows that ethically-congruent visual and auditory cues, and a tactile priming statement, positively influence consumers' willingness to pay (WTP) for an ethical brand online. Altruistic and Biospheric value-orientation (ALTBIO) and Need for Touch (NfT) were considered as moderators to account for specific segments. For consumers with high ALTBIO, the effects of visual and auditory cues are mediated by Consumer Perceived Brand Ethicality (CPBE). Tactile priming has a significant effect only for consumers with high NfT. However, the interaction between the three cues has a positive effect on WTP irrespective of CPBE, ALTBIO, and NfT. Findings illustrate multisensory marketing's efficacy in fostering sensible consumption (considerate of natural and societal environments and their inhabitants) online for the mass-market and specific segments by creating an experiential customer judgement-context.

Citation

Yoganathan, V., Osburg, V.-S., & Akhtar, P. (2019). Sensory stimulation for sensible consumption: Multisensory marketing for e-tailing of ethical brands. Journal of business research, 96, 386-396. https://doi.org/10.1016/j.jbusres.2018.06.005

• Journal Article Type: Article
• Acceptance Date: Jun 13, 2018
• Online Publication Date: Jul 7, 2018
• Publication Date: 2019-03
• Deposit Date: Jun 13, 2018
• Publicly Available Date: Jan 8, 2020
• Print ISSN: 0148-2963
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 96
• Pages: 386-396
• DOI: https://doi.org/10.1016/j.jbusres.2018.06.005
• Keywords: Marketing
• Public URL: https://hull-repository.worktribe.com/output/874796
• Publisher URL: https://www.sciencedirect.com/science/article/pii/S0148296318302923?via%3Dihub
• Contract Date: Jun 13, 2018