Lecture notes SPCP
Lecture 1 Introduction
Aims of the course
- Understand the basics of information processing from the physical stimulant to market behavior
- Understand and reflect on dominant theories regarding why and when sensory perception is a relatively
more or relatively less important driver of consumer preference and choice
- Demonstrate understanding of how sensory stimulation affects consumer behaviour in the market place
- Apply the theory of the course in an interdisciplinary team aimed at new product development
What is sensory perception and consumer preference
- Senses are the window to the outside world
- Bring outside information inside the human system
- Guide perception, preference and behaviour
Eatertainment
- All things around eating what makes it more interesting/ entertaining then just feeding a body
Cross modal correspondences (Betina)
- Degree of fit → certain colours fit with certain odours
o Lime scent makes you think of the colour
yellow
- Based on biological mechanism, learned association or
emotions
o The colour yellow makes your heart rate go
harder
The linear process is studies from different angles
- First part = sensory perceptions
- Middle part = psychology
- Last part = marketing/ attention-action-gap
Model
1. Envirionmental stimulus = all external stimuli
2. Attended stimulus = the focus (the ice cream)
Sensory marketing: Understanding how this works and how this
translates back into product and service offerings, allows for
better marketing strategy
- Marketing that engages the consumers’ senses and
affects their perception, judgment, and behaviour
(Krishna 2012)
- Five senses: haptics (touch), olfaction (smell), audition
(sound), gustation (taste), and vision (sight)
- Effects on attitude, learning, memory, behaviour
- Often subconscious but predictable effects
Grounded cognition: Grounded cognition: cognition that is affected by an unmoving physical condition that one is in
or by movement in parts of the body
- Bodily state results in behaviours and thought processes
1
, - Mental imagery may be enough to drive cognition
→ Sensory perception can also affect perceived emotions (grounded
emotion)
Two examples in the slides!
Why do consumers value (sensory) experience?
Enjoying the outcome vs. enjoying the process
Basic needs are satisfied (“disqualifiers”)
→ Kano model:
- Musts = safety
- Linear = computer
- Exciters = RECORDING
Process through which sensory affects responses IMPORTANT
1. Direct affective response: liking
2. Affective response to the match between the physical / sensory aspects of the stimulus and the internal
representation or schema associated with the stimulus: (in)appropriateness (schema-based affect)
3. Response to the meaning beyond the physical / sensory aspects: Associations to concepts in knowledge
structures
4. Affecting the decision environment
Influential factors (moderators)
- Context/ situations
- Individual traits
o Optimal stimulation level (OSL)
→ Drive reduction vs. active search for sensory experience
= how do people react to a lot of stimulation or nothing
→ This sensory deprivation results in a dislike mood
and sensory input from their own body (heartbeat)
→ There should be some sensory input, but not to
much (individually different)
o Highly sensitive persons
→ Differences in sensory-processing sensitivity
→ Can be sense-specific
o Need-for-touch (NFT)
→ Touch is both vital for humans (“touch hunger”) and can lead to feelings of disgust (contamination)
→ For people high in NFT, the ability to touch products provides confidence and lowers frustration
2
,Lecture 2 Food quality design principles
Food design: the chain approach
→ No set process, leaves room for creativity
→ Interaction between voice of product + voice of consumer
From product development to design thinking
- Put some technology in it
System dynamics applied to new food product development
- She designed three areas → Marketing
- If I change packaging, we sell more products but profit lowers because more expensive
→ Everything is connected
3
, From technology-driven to consumer-driven innovation in food design
- Past: consumers bought what was offered for sale → you go to supermarket and could only buy what is
available
o Availability decides
- Now: Food Market saturation → Everything is available so consumer free to buy whatever they want and
start basing their choices on quality
- Consequence: Consumers decide according to their perceived quality
o Price → Compare prices
o Pleasure → You have to like it in order to buy
o Convenience → Easy to use, when no time available
o Healthiness → A lot of the purchase is driven by healthiness
o Sustainability → Important, but different importance in different
sectors/ locations
Food product design in a nutshell
- Food categories exist, you can’t invent food in another category or new
categories
- Who is target, specific person who would like to buy it (my mum etc.)
- Trends → product needs to be connected to trends
Reasons for new product development
Food product development is a never-ending process
- Changing consumer needs
- Ask competitive tool for companies
- To take new scientific/ technological developments into
account
- To address societal issues
- To comply with new legislation
→ Coco cola is now end of maturity over the past 40 years
- They are doing other things, brands, and product because
the market has changed
Consumers’ quality concept
Extrinsic factor:
Intrinsic factor: belong to product
- Nutritional value, etc.
- Emotional part related to surrounding
Step by step food design: idea generation
4
Lecture 1 Introduction
Aims of the course
- Understand the basics of information processing from the physical stimulant to market behavior
- Understand and reflect on dominant theories regarding why and when sensory perception is a relatively
more or relatively less important driver of consumer preference and choice
- Demonstrate understanding of how sensory stimulation affects consumer behaviour in the market place
- Apply the theory of the course in an interdisciplinary team aimed at new product development
What is sensory perception and consumer preference
- Senses are the window to the outside world
- Bring outside information inside the human system
- Guide perception, preference and behaviour
Eatertainment
- All things around eating what makes it more interesting/ entertaining then just feeding a body
Cross modal correspondences (Betina)
- Degree of fit → certain colours fit with certain odours
o Lime scent makes you think of the colour
yellow
- Based on biological mechanism, learned association or
emotions
o The colour yellow makes your heart rate go
harder
The linear process is studies from different angles
- First part = sensory perceptions
- Middle part = psychology
- Last part = marketing/ attention-action-gap
Model
1. Envirionmental stimulus = all external stimuli
2. Attended stimulus = the focus (the ice cream)
Sensory marketing: Understanding how this works and how this
translates back into product and service offerings, allows for
better marketing strategy
- Marketing that engages the consumers’ senses and
affects their perception, judgment, and behaviour
(Krishna 2012)
- Five senses: haptics (touch), olfaction (smell), audition
(sound), gustation (taste), and vision (sight)
- Effects on attitude, learning, memory, behaviour
- Often subconscious but predictable effects
Grounded cognition: Grounded cognition: cognition that is affected by an unmoving physical condition that one is in
or by movement in parts of the body
- Bodily state results in behaviours and thought processes
1
, - Mental imagery may be enough to drive cognition
→ Sensory perception can also affect perceived emotions (grounded
emotion)
Two examples in the slides!
Why do consumers value (sensory) experience?
Enjoying the outcome vs. enjoying the process
Basic needs are satisfied (“disqualifiers”)
→ Kano model:
- Musts = safety
- Linear = computer
- Exciters = RECORDING
Process through which sensory affects responses IMPORTANT
1. Direct affective response: liking
2. Affective response to the match between the physical / sensory aspects of the stimulus and the internal
representation or schema associated with the stimulus: (in)appropriateness (schema-based affect)
3. Response to the meaning beyond the physical / sensory aspects: Associations to concepts in knowledge
structures
4. Affecting the decision environment
Influential factors (moderators)
- Context/ situations
- Individual traits
o Optimal stimulation level (OSL)
→ Drive reduction vs. active search for sensory experience
= how do people react to a lot of stimulation or nothing
→ This sensory deprivation results in a dislike mood
and sensory input from their own body (heartbeat)
→ There should be some sensory input, but not to
much (individually different)
o Highly sensitive persons
→ Differences in sensory-processing sensitivity
→ Can be sense-specific
o Need-for-touch (NFT)
→ Touch is both vital for humans (“touch hunger”) and can lead to feelings of disgust (contamination)
→ For people high in NFT, the ability to touch products provides confidence and lowers frustration
2
,Lecture 2 Food quality design principles
Food design: the chain approach
→ No set process, leaves room for creativity
→ Interaction between voice of product + voice of consumer
From product development to design thinking
- Put some technology in it
System dynamics applied to new food product development
- She designed three areas → Marketing
- If I change packaging, we sell more products but profit lowers because more expensive
→ Everything is connected
3
, From technology-driven to consumer-driven innovation in food design
- Past: consumers bought what was offered for sale → you go to supermarket and could only buy what is
available
o Availability decides
- Now: Food Market saturation → Everything is available so consumer free to buy whatever they want and
start basing their choices on quality
- Consequence: Consumers decide according to their perceived quality
o Price → Compare prices
o Pleasure → You have to like it in order to buy
o Convenience → Easy to use, when no time available
o Healthiness → A lot of the purchase is driven by healthiness
o Sustainability → Important, but different importance in different
sectors/ locations
Food product design in a nutshell
- Food categories exist, you can’t invent food in another category or new
categories
- Who is target, specific person who would like to buy it (my mum etc.)
- Trends → product needs to be connected to trends
Reasons for new product development
Food product development is a never-ending process
- Changing consumer needs
- Ask competitive tool for companies
- To take new scientific/ technological developments into
account
- To address societal issues
- To comply with new legislation
→ Coco cola is now end of maturity over the past 40 years
- They are doing other things, brands, and product because
the market has changed
Consumers’ quality concept
Extrinsic factor:
Intrinsic factor: belong to product
- Nutritional value, etc.
- Emotional part related to surrounding
Step by step food design: idea generation
4
