When does brand matter more than our senses : the influence of touching or smelling experience on product evaluation

Detalhes bibliográficos
Autor(a) principal: Garcia-Marques, Teresa
Data de Publicação: 2020
Outros Autores: Prada, Marília
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.12/7904
Resumo: Abstract: In this work we examine the interaction between brand and direct experience on product evaluation. Specifically, we selected two products (perfume and paper) whose intrinsic quality can be inferred directly through sensory experience (i.e., scent and writing experience, respectively). Results from one field and one laboratorial experiment showed that brand impacts the perception of a product, overriding the information offered by direct sensory experience with the product. Importantly, this was more likely to occur in processing conditions that induce low elaboration (e.g., low motivation). We further discuss how these results contribute to understand the effect as supported by having brand as a heuristic or promoting a belief that is able to bias our perceptions.
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spelling When does brand matter more than our senses : the influence of touching or smelling experience on product evaluationQuando a marca é mais determinante do que os nossos sentidos? : a influência da experiência táctil e olfactiva na avaliação de produtosDirect experienceFamiliarityProduct evaluationBrandQualityTouchSmellExperiência directaFamiliaridadeAvaliação de produtoMarcaQualidadeToqueOlfactoAbstract: In this work we examine the interaction between brand and direct experience on product evaluation. Specifically, we selected two products (perfume and paper) whose intrinsic quality can be inferred directly through sensory experience (i.e., scent and writing experience, respectively). Results from one field and one laboratorial experiment showed that brand impacts the perception of a product, overriding the information offered by direct sensory experience with the product. Importantly, this was more likely to occur in processing conditions that induce low elaboration (e.g., low motivation). We further discuss how these results contribute to understand the effect as supported by having brand as a heuristic or promoting a belief that is able to bias our perceptions.Resumo: Neste artigo examinamos de que forma a marca e a experiência direta influenciam a avaliação de produtos. Especificamente, selecionámos dois produtos (perfume e papel) cuja qualidade intrínseca pode ser inferida diretamente através da experiência sensorial (fragrância e experiência de escrita, respectivamente). Os resultados de um estudo de campo e de um experimento laboratorial demonstram que a marca influencia a percepção dos produtos, enviesando a informação diretamente acessível através dos sentidos. Os dados mostram ainda que este efeito ocorre principalmente em condições de processamento de baixa elaboração (e.g., baixa motivação). No artigo discutimos como estes resultados contribuem para entender o processo subjacente ao efeito da marca na avaliação de produtos, podendo a marca atuar por via heurística ou através da promoção de uma crença capaz de enviesar as nossas perceções.Edições ISPARepositório do ISPAGarcia-Marques, TeresaPrada, Marília2021-01-18T17:03:40Z2020-122020-12-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.12/7904engGarcia-Marques, T., & Prada, M. (2020). When does brand matter more than our senses: The influence of touching or smelling experience on product evaluation. Análise Psicológica, 38(2), 141-151. https://doi.org/10.14417/ap.17250870-823110.14417/ap.1725info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-04-16T02:16:50Zoai:repositorio.ispa.pt:10400.12/7904Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:25:45.443858Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv When does brand matter more than our senses : the influence of touching or smelling experience on product evaluation
Quando a marca é mais determinante do que os nossos sentidos? : a influência da experiência táctil e olfactiva na avaliação de produtos
title When does brand matter more than our senses : the influence of touching or smelling experience on product evaluation
spellingShingle When does brand matter more than our senses : the influence of touching or smelling experience on product evaluation
Garcia-Marques, Teresa
Direct experience
Familiarity
Product evaluation
Brand
Quality
Touch
Smell
Experiência directa
Familiaridade
Avaliação de produto
Marca
Qualidade
Toque
Olfacto
title_short When does brand matter more than our senses : the influence of touching or smelling experience on product evaluation
title_full When does brand matter more than our senses : the influence of touching or smelling experience on product evaluation
title_fullStr When does brand matter more than our senses : the influence of touching or smelling experience on product evaluation
title_full_unstemmed When does brand matter more than our senses : the influence of touching or smelling experience on product evaluation
title_sort When does brand matter more than our senses : the influence of touching or smelling experience on product evaluation
author Garcia-Marques, Teresa
author_facet Garcia-Marques, Teresa
Prada, Marília
author_role author
author2 Prada, Marília
author2_role author
dc.contributor.none.fl_str_mv Repositório do ISPA
dc.contributor.author.fl_str_mv Garcia-Marques, Teresa
Prada, Marília
dc.subject.por.fl_str_mv Direct experience
Familiarity
Product evaluation
Brand
Quality
Touch
Smell
Experiência directa
Familiaridade
Avaliação de produto
Marca
Qualidade
Toque
Olfacto
topic Direct experience
Familiarity
Product evaluation
Brand
Quality
Touch
Smell
Experiência directa
Familiaridade
Avaliação de produto
Marca
Qualidade
Toque
Olfacto
description Abstract: In this work we examine the interaction between brand and direct experience on product evaluation. Specifically, we selected two products (perfume and paper) whose intrinsic quality can be inferred directly through sensory experience (i.e., scent and writing experience, respectively). Results from one field and one laboratorial experiment showed that brand impacts the perception of a product, overriding the information offered by direct sensory experience with the product. Importantly, this was more likely to occur in processing conditions that induce low elaboration (e.g., low motivation). We further discuss how these results contribute to understand the effect as supported by having brand as a heuristic or promoting a belief that is able to bias our perceptions.
publishDate 2020
dc.date.none.fl_str_mv 2020-12
2020-12-01T00:00:00Z
2021-01-18T17:03:40Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.12/7904
url http://hdl.handle.net/10400.12/7904
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Garcia-Marques, T., & Prada, M. (2020). When does brand matter more than our senses: The influence of touching or smelling experience on product evaluation. Análise Psicológica, 38(2), 141-151. https://doi.org/10.14417/ap.1725
0870-8231
10.14417/ap.1725
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Edições ISPA
publisher.none.fl_str_mv Edições ISPA
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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