Where does product attachment come from? The effects of sight, hearing, and smell in the automobile market
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Received June 26, 2023;Accepted October 20, 2023;Published November 13, 2023
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Author(s)Link to ORCID Index: https://orcid.org/0000-0002-1795-4754
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DOIhttp://dx.doi.org/10.21511/im.19(4).2023.10
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Article InfoVolume 19 2023, Issue #4, pp. 124-131
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Sensory marketing is advantageous because it can help reduce the amount invested to yield such a high effect. However, the existing literature in this area is limited to services (restaurants, hotels, retail, tourism, etc.) and foods for which it is easy to have sensitive sensory experiences. This study aimed to clarify the influence of sensory stimuli on attachment in the Japanese and American automobile markets. An online survey was distributed through a Japanese research company to 1,000 car owners in their 20s to 60s (500 people from each country). The results of applying structural modeling to the survey data confirm the significant effect of sight (β = 0.336, p-value < 0.000), which consists of styling and colors in the exterior and interior, and hearing (β = 0.379, p-value < 0.000), which consists of driving sound, door sound, and startup sound. In contrast, the results indicate no effect of smell (β = –0.031, p-value = 0.663). In addition, comparing the two countries, sight (β = 0.721, p-value < 0.000) was effective in Japan, and hearing (β = 0.741, p-value < 0.000) was effective in the United States. Practitioners should comprehensively evaluate sensory stimuli, understand their priorities, and deliver sensory experiences in multiple functions. This consistent embodiment can strengthen the consumer’s attachment to the product.
Acknowledgment
This work was supported by Japan Society for the Promotion of Science KAKENHI Grant Number JP23K12567.
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JEL Classification (Paper profile tab)M31, L62
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References30
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Tables5
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Figures1
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- Figure 1. Hypothetical model
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- Table 1. Distribution of respondent attributes in each country
- Table 2. Question list
- Table 3. Exploratory factor analysis
- Table 4. Structural equation modeling results
- Table 5. Multiple group structural equation modeling results
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Conceptualization
Takumi Kato
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Data curation
Takumi Kato
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Formal Analysis
Takumi Kato
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Funding acquisition
Takumi Kato
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Investigation
Takumi Kato
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Methodology
Takumi Kato
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Project administration
Takumi Kato
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Resources
Takumi Kato
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Software
Takumi Kato
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Supervision
Takumi Kato
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Validation
Takumi Kato
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Visualization
Takumi Kato
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Writing – original draft
Takumi Kato
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Writing – review & editing
Takumi Kato
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Conceptualization
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Brand activism and millennials: an empirical investigation into the perception of millennials towards brand activism
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Management of visual communications in insurance companies (on the example of using icons in logos)
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The purpose of this article is to discuss the concept of management of visual communications in insurance companies, an important component of which is the formation and development of brands in the insurance market, which include elements of sacred art.
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