Impacting the Sensory Experience of Products: Experimental Studies on Perceived Quality PDF
Preview Impacting the Sensory Experience of Products: Experimental Studies on Perceived Quality
Forschungs-/ Entwicklungs- / Innovations-Management Hans Dietmar Bürgel (em.) · Diana Grosse Cornelius Herstatt · Hans Koller · Christian Lüthje Martin G. Möhrle Hrsg. Christine Cowen-Elstner Impacting the Sensory Experience of Products Experimental Studies on Perceived Quality Forschungs-/ Entwicklungs-/ Innovations-Management Edited by H. D. Bürgel (em.), Stuttgart, Germany D. Grosse, Freiberg, Germany C. Herstatt, Hamburg, Germany H. Koller, Hamburg, Germany C. Lüthje, Hamburg, Germany M. G. Möhrle, Bremen, Germany Die Reihe stellt aus integrierter Sicht von Betriebswirtschaft und Technik Arbeits ergebnisse auf den Gebieten Forschung, Entwicklung und Innovation vor. Die einzelnen Beiträge sollen dem wissenschaftlichen Fortschritt dienen und die For derungen der Praxis auf Umsetzbarkeit erfüllen. Edited by Professor Dr. Hans Dietmar Bürgel Professor Dr. Hans Koller (em.), Universität der Bundeswehr Hamburg Universität Stuttgart Professor Dr. Christian Lüthje Professorin Dr. Diana Grosse vorm. de Technische Universität Hamburg Pay, Harburg Technische Universität Bergakademie Professor Dr. Martin G. Möhrle Freiberg Universität Bremen Professor Dr. Cornelius Herstatt Technische Universität HamburgHarburg Weitere Bände in der Reihe http://www.springer.com/series/12195 Christine Cowen-Elstner Impacting the Sensory Experience of Products Experimental Studies on Perceived Quality With a foreword by Prof. Dr. Christian Lüthje Christine CowenElstner Hamburg, Germany Dissertation Technischen Universität HamburgHarburg, 2017 Forschungs/Entwicklungs/InnovationsManagement ISBN 9783658212056 ISBN 9783658212063 (eBook) https://doi.org/10.1007/9783658212063 Library of Congress Control Number: 2018934625 Springer Gabler © Springer Fachmedien Wiesbaden GmbH 2018 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Printed on acidfree paper This Springer Gabler imprint is published by Springer Nature The registered company is Springer Fachmedien Wiesbaden GmbH The registered company address is: AbrahamLincolnStr. 46, 65189 Wiesbaden, Germany Foreword The quality of new products and services is considered a pivotal determinant of long-term market success. However, it is widely accepted that it is not the objective quality per se but the customers’ perception of quality that drives preferences, purchasing decisions and satisfaction. While objective and subjective quality are certainly related to each other, quality perceptions may significantly deviate from the tangible performance of products and services. This is so because perceived quality is the outcome of a complex process that is driven by subjective quality expectations and the sensual perceptions of intangible attributes. Notably, quality perceptions can be influenced by external cues that are not necessarily representing core functional attributes of a good, such as brand reputation, price or country of origin. One important source of external cues is the environment of products and services. For instance, the interior design of a restaurant impacts the perceived quality of the restaurant service and may even manifest itself in the taste experience of guests when eating the food. While the fundamental process by which individuals form quality perceptions has been conceptualized in several models, research on the influence on external cues on perceived quality are surprisingly scarce. There are hardly any studies disentangling how the perception of a product and service environment influences the subsequent evaluation of the intrinsic attributes of products and services and, by this, drive the customers’ perception of quality. Shedding more light on these widely unconscious processes is the aim of Christine Cowen-Elstner’s research. The present work is based on experimental studies in several service and product environments. In her first carefully designed study, Christine Cowen- Elstner uses VR technology to vary the visual appearance of an aircraft cabin. The results reveal that visual cues of the environment are clearly associated with the sensual perception of the tangible components placed within the cabin (e.g. convenience of the passenger seat). This highlights the importance of the first visual impression of a service environment. It will not only directly impact perceived quality but also have indirect effects via the sensual perception of the VI Foreword tangible elements integrated in the service process. The second experiment explores the role of sensual cues transmitted through the packaging of products. Again, Christine Cowen-Elstner reveals the specific mechanisms by which the visual dimensions of the package translate into perceptions of the core product and, finally, manifest in perceived quality. By revealing the unconscious process following the perception of product and service environments, Christine Cowen-Elstner makes important contributions to marketing theory in the field of perceived quality. Most importantly, the empirical investigations show that the effect of external cues on perceived quality is mediated through complex, partly antipodal mechanisms. Imprudent use of external cues can therefore lead to undesired results. Thus, the present research is of high value for marketers aiming at influencing quality perceptions of customers in a targeted and foreseeable way. Univ. Prof. Dr. Christian Lüthje Preface Quality perception is a very important element of customer satisfaction and loyalty. Still the impact of the various influence factors has not been completely understood. This work investigates the process of how people evaluate both products and services and how their judgement and sensory perception may be influenced in the context of quality perception. Many people contributed to the successful completion of this dissertation. I want to especially thank Prof. Dr. Christian Lüthje who has been my doctoral advisor. He supported and motivated me throughout the whole process of creating this thesis. His experience, knowledge and innovative attitude led to inspiring discussions and creative results. I also want to thank Prof. Dr. Christoph Ihl for being my second doctoral advisor. I am very grateful for the support of my colleagues from the Institute of Innovation Marketing and also from the neighboring Institutes in our building. They were always open for discussion and the exchange of ideas and feedback. They also made my time at the University very special and joyful. I want to particularly thank Dr. Iris Lorscheid and Dr. Christoph Stockstrom for their input regarding my research and their encouraging words. My appreciation also goes to the colleagues and project partners from Airbus and Avienco; without whom the first experimental study would not have been possible. I thank too the DLR Project Management Agency for funding this research. I additionally want to thank my students for their help during the conduction of the experiments and I also want to thank all participants.I would like to thank my friends for their understanding and sympathy. It was very important to me. My greatest thanks are going to my family who has not only supported me during this project but through my life. I want to especially thank Sue Cowen and Dr. Friedrich Elstner for the time and work they invested in reviewing my manuscript. VIII Preface Lastly I want to thank Paul Cowen who has been with me throughout the writing of this thesis. Not only for his extensive help in proof-reading my work but for always managing to give me reassurance and confidence. I will be forever grateful! Christine Cowen-Elstner Table of Contents Table of Contents ........................................................................................... IX List of Figures ............................................................................................... XIII List of Tables ................................................................................................. XV List of Abbreviations ................................................................................... XVII List of Symbols ............................................................................................. XIX 1 Introduction............................................................................................ 1 1.1 Research Question and Scope .............................................................1 1.2 Methodology and Structure ................................................................4 2 Conceptual Background .......................................................................... 7 2.1 Quality .................................................................................................8 2.1.1 The Concepts of Quality and Perceived Quality ..............................8 2.1.2 Influences on Perceived Quality ...................................................11 2.1.3 Consequences of Perceived Quality ..............................................15 2.2 Sensory Marketing ............................................................................18 2.2.1 What is Sensory Marketing? .........................................................19 2.2.2 The Five Senses .............................................................................22 2.2.2.1 Vision ............................................................................................23 2.2.2.2 Haptics ..........................................................................................25 2.2.2.3 Taste ..............................................................................................27 2.2.2.4 Audition ........................................................................................28 2.2.2.5 Smell .............................................................................................30 2.2.3 Measuring Sensory Characteristics ...............................................31 2.3 Unconscious Consumer Influence .....................................................34 2.3.1 Priming ..........................................................................................36 2.3.2 Embodiment .................................................................................42 2.3.3 First Impression .............................................................................44 2.3.4 Assimilation and Contrast .............................................................45
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