3000字市场营销外文文献

篇一：品牌定位市场营销外文文献翻译2014年译文3000多字

文献出处：Walker L STRATEGIC BRAND ORIENTATION [J]. Academy of Marketing Studies Journal, 2014, 18(2).32-50

原文

STRATEGIC BRAND ORIENTATION

Walker

WHERE DOES A BRAND ORIENTATION FIT WITHIN CONTEMPORARY MARKETING STRATEGY?

Over the years, at least three competing philosophies have influenced marketing strategies. In the years leading up to the mid-1950s, marketing focused internally on production efficiency (e.g. a product orientation) and aggressive selling (e.g., a sales orientation). Somewhere around the mid 1950's, the focus shifted externally to customer needs (e.g. the marketing concept). The marketing concept, identified by (McCarthy &Perreault, 1984) as the philosophical foundation of a market orientation, consists of three components: customer focus, integration, and long term profitability. The marketing concept is said to serve as a cornerstone of marketing thought (see Borch, 1957; McKitterick, 1957).

The 1990s saw renewed interest in the concept of market orientation (the implementation of the marketing concept). Based on a thorough literature review, Harrison-Walker (2001) conceptualized a market orientation as a dual, four-stage process involving information acquisition (Kohli &Jaworski, 1990), information sharing (Kohli &Jaworski, 1990), shared interpretation of information (Day, 1993; Sinkula, 1994), and the utilization of information in developing and implementing marketing strategies (Kohli &Jaworski, 1990). The type of information which is gathered, shared, interpreted and utilized is information about customers and competitors (Narver &Slater, 1990). In other words, the information gathered about customers and competitors is ultimately utilized by the market oriented organization to develop and implement marketing strategies that will meet the needs of customers - and do so more effectively than competitors.

In an attempt to depict the market oriented approach to marketing strategy, customer needs may be thought of as the core around which the marketing mix is designed (see Figure 1). It is

through a thorough and organization-wide understanding of customer needs that a company can develop effective product, pricing, promotion and distribution strategies leading to improved long term performance. Harrison-Walker (2001) empirically demonstrated that customer orientation has a significant and positive impact on balanced scorecard measures of business performance.

In Figure 1, branding is included as one of the many product strategy decisions, along with decisions such as product design, packaging, product warranties, etc. In non-brand oriented firms, the brand is simply as one of many resources within the firm and there is no discussion about the importance of basing the firm's approach on the brand as a specific resource (c.f. Collins &Montgomery, 1995; Peteraf, 1993; Prahalad &Hamel, 1990). Even within product strategy, it is more likely the product and its functional advantages receive far greater attention than the brand (Urde, 1999, p.l 19). The problem is that functional advantages can generally be imitated (Urde, 1999, p.l 19).

The question then becomes whether a market oriented firm can also be brand oriented and, if so, where brand orientation comes into the picture. Certainly, an organization cannot focus on a brand without meeting customer needs. Customer needs must remain at the core. This does not mean that the customer is king; it means that it is imperative for the company to have a thorough understanding of customer needs in order to design an effective marketing strategy. So in our revised figure, customer needs remain at the core. For a proper adaptation of our model in Figure 1, we are provided direction by Wong and Merrilees (2007, p.388) who explain that "If each element of a marketing mix aligns to the brand, then consequently they will be aligned to each other and produce a more consistent and robust performance." In order for the brand to function as the basis of the organization's responses (Gromark &Melin, 2005), we need to add a second concentric circle around the core (see Figure 2). The second concentric circle is the brand strategy. This makes absolute sense from a marketing strategy perspective when one considers that critical branding decisions, such as positioning, are depended upon in designing the marketing mix. That is, strategic positioning involves designing the product and the marketing mix to fit a unique position in the consumer's mind. Therefore, once consumer information is collected and processed, the positioning strategy is formulated and the marketing mix is developed to communicate the brand's unique position.

In support of this conceptualization, indicating that not only are a market orientation and a brand orientation not mutually exclusive, but that a brand orientation positively impacts the effectiveness of the marketing strategy (Wong &Merrilees, 2008), Urde (1999, p.18) provides the following quote from Olle Tegstam, Senior Vice President at Nestle:

An organization can never only be brand-oriented. There have to be products that are demanded and that work together with your brand. To be brand-oriented is market orientation "plus".

FACTORS AFFECTING A BRAND ORIENTATION

Nowadays most companies understand that brand orientation is crucial to developing strong brands and are convinced that strong brands can provide sustainable competitive advantages (Gromark &Melin, 2011). In fact, "brands have become the focal point of many a company's marketing efforts and are seen as a source of market power, competitive leverage and higher returns" (Dawar, 2004, p.31). But what factors affect a company's brand orientation?

By reviewing the existing marketing and business literature it is possible to identify a number of potential antecedents to a brand orientation. In this study, eight factors are identified as factors potentially influencing a brand orientation. The conceptual model showing the potential antecedents of a brand orientation is presented in Figure 3. Potential antecedents include: the size of the company, brand barriers, services component, exploration of brand identity, brand research, years of planning and investment, expansion growth intention, and brand management assessment. In the following sections, we introduce each of the potential antecedents and set forth a research proposition with regard to its expected effect on a brand orientation.

Size of Company

The first factor identified as a potential antecedent of a brand orientation is the size of the company. Several researchers (Baumgarth, 2010, Krake, 2005, Wong &Merrilees, 2005) report that smaller companies are less likely to be brand oriented than larger companies. For example, in a study of business-to-business companies, Baumgarth (2010) divided sample companies into "successful" and "unsuccessful" groups on the basis of a market performance index, and found that while all companies in the sample reported low levels of brand orientation, smaller companies

exhibited lower levels of brand orientation than larger ones. In this study, the size of the company was measured both in terms of turnover and number of employees (Baumgarth, 2010).

Wong and Merrilees (2005) provide an explanation as to why smaller companies tend to be less brand oriented than larger ones; that is, smaller companies have a lower level of brand orientation than larger ones because they perceive that they have neither the time nor the resources to conduct branding activities. The authors (Wong &Merrilees, 2005, p.156) note that numerous studies "have identified many SMEs failing to fully invest in most business assets, including advertising, information technology and training, and to perceive such investments as costs instead."

In another study by Krake (2005), qualitative research was conducted with 10 mostly medium sized companies. Just over half of the companies studied admitted that they "do something about brand management" and, following clarification of the research question, three maintained that brand management had no part in their daily or weekly operations (Krake, 2005, p.230). Krake (2005) further found that other than the directors/owners, no one within these organizations was specifically concerned with brand management, nor was it widely discussed or communicated. Krake (2005) concludes that in many SME companies, brand management receives little or no attention in the daily run of affairs. Although the owners or directors of SMEs are the ones to take the lead in this area, they either seldom have the time for it or are not even aware of "brand management" as a concept (Krake, 2005).

Based on the research findings of Baumgarth (2010), Krake (2005), and Wong and Merrilees (2005), it seems that smaller companies are less brand-oriented than larger ones. This leads to the following research proposition.

PI: The size of the company has a positive effect on the company's level of brand orientation. Brand Barriers

Perhaps related to the size of the company is the construct of brand barriers identified by Wong and Merrilees (2005). 'Brand barriers' refer to obstacles that hinder smaller firms in particular in carrying out business activities based on the brand. The obstacles primarily involve limitations on financial and human resources, as well as time (Krake, 2005, Wong &Merrilees,

2005). The brand barriers construct is identified separately from the size of the company since larger firms may also be affected by resource limitations for a number of reasons including the negative effects of uncontrollable factors in various sectors of the external environment. These may include a weak economy, increasing costs of doing business, the imposition of new legal restrictions or requirements, and so forth. The unavailability of financial and human resources often forces firms to adopt a short term focus rather than a long term branding strategy and to underinvest in building the distinctiveness of their brand (Wong &Merrilees, 2005). Although Wong and Merrilees (2005) propose that brand barriers have a negative effect on a brand orientation, this relationship has not been empirically examined. We concur with Wong and Merrilees (2005) and set forth the following research proposition.

P2: Brand barriers have a negative effect on the company 's level of brand orientation. Services Component

The third potential antecedent relates to whether the company's product is a service or a physical good. Marketers generally perceive a continuum with pure services at one end (such as a carton of cereal) and pure services (such as financial services) at the other. Many products fall somewhere in between. For example, a restaurant provides the physical good of the food services as well as the service product that involves seating guests, serving food, and clearing the table. In order to provide more complete information to marketing managers, it is common for marketing studies to examine whether differences between physical goods and services are significant.

P3: The extent to which a company provides services over physical goods has a negative effect on the company's level of brand orientation.

MANAGERIAL AND RESEARCH IMPLICATIONS

The purpose of this paper is to identify potential antecedents of a brand orientation based on the existing marketing and business literature and to set forth a conceptual model depicting research propositions. Studies conducted on the consequences of a brand orientation demonstrate that a brand orientation has a positive effect on business performance. Accordingly, managers should strive to develop and nurture the brand orientation of their businesses in their efforts to attain higher business performance and competitive advantage.

篇二：市场营销外文文献

Available online at

JCPS-00396; No. of pages: 10; 4C:

ScienceDirect

Journal of Consumer Psychology xx, x (2014) xxx– xxx

Research Article

Sensory marketing, embodiment, and grounded cognition: A review

and introduction

Ross School of Business, University of Michigan, Ann Arbor, USA

Department of Psychology, University of Southern California, Los Angeles, USA c

Marshall School of Business, University of Southern California, Los Angeles, USA

b

Aradhna Krishna a, Norbert Schwarz b , c ,? a

Received 22 December 2013; accepted 23 December 2013

Abstract

There has been a recent swell of interest in marketing as well as psychology pertaining to the role of sensory experiences in judgment and decision making. Within marketing, the ?eld of sensory marketing has developed which explores the role of the senses in consumer behavior. In

psychology, the dominant computer metaphor of information processing has been challenged by researchers demonstrating various manners in

which mental activity is grounded in sensory experience. These ?ndings are arduous to explain using the amodal model of the human mind. In

this

introduction, we ?rst delineate key assumptions of the information processing paradigm and then discuss some of the key conceptual challenges posed by the research generally appearing under the titles of embodiment, grounded cognition, or sensory marketing. We then address the use of bodily feelings as a source of information; next, we turn to the role of context sensitive perception, imagery, and simulation in consumer behavior,

and ?nally discuss the role of metaphors. Through this discourse, we note the contributions to the present special issue as applicable. ? 2013 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.

often surprising and difficult to account for within the amodal model of the human mind that has dominated psychology and consumer research since the cognitive revolution of the 1970s. In recent years, the role of sensory experiences in judgment

and decision making has seen a surge of interest in marketing as The findings also amplify earlier challenges to models of rational well as psychology. In marketing, scattered research on the role choice — anybody who was dismayed by the observation that of the senses in consumer behavior has been brought together different ways of presenting a choice alternative can affect choice under the rubric of sensory marketing, that is, “marketing that (for reviews, see the contributions in Lichtenstein & Slovic, 2006) engages the consumers' senses and affects their perception, will be even more dismayed by the extent to which incidental

exposure to sensory experiences in one domain can affect choice judgment, and behavior” (Krishna, 2012, p. 332; for reviews, see

in another, substantively uelated domain (for a review, see Lee Krishna, 2012, 2013, and the contributions in Krishna, 2010). In

psychology, researchers challenged the dominant computer & Schwarz, 2014). metaphor of information processing by highlighting ways in As the history of science illustrates, at early stages of a which mental activity is grounded in sensory experience research program the focus is often on identifying challenges to (for reviews, see Barsalou, 2008; Meier, Schnall, Schwarz, & dominant paradigms in the hope that they will capture a field's Bargh, 2012; Niedenthal, Barsalou, Winkielman, Krauth-Gruber, attention (Root-Bernstein, 1989). At that stage, documenting & Ric, 2005). The rapidly accumulating empirical findings are novel phenomena that are difficult to account for by the dominant

paradigm takes precedence over understanding the details of how the new phenomena operate. Consistent with this regularity, early ? Corresponding author at: Dept of Psychology, University of Southern

“embodiment” experiments focused on highlighting findings California, 3620 S. McClintock Ave, Los Angeles, CA 90089–1061, USA.

Introduction

2

A. Krishna, N. Schwarz / Journal of Consumer Psychology xx, x (2014) xxx–xxx

judgment and decision making, whereas distinctions between different theoretical approaches to embodiment received less attention (for an early discussion, see Anderson, 2008). More recently, researchers began testing competing theories of the underlying processes; history suggests that this will be the focus of future research in this area. At present, however, there is wide consensus that we cannot understand human cognition without taking into account that humans interact with the world through their senses and do their thinking within a body; but there is much less consensus about what this implies and how it is best conceptualized. Moreover, the different emerging theoretical perspectives are not necessarily mutually exclusive and different processes may contribute to observed effects under different conditions.

Our introduction to this special issue of the Journal of Consumer Psychology summarizes these developments, notes different theoretical perspectives, and places the contributions to the special issue in their context. We begin by revisiting key assumptions of the information processing paradigm that has dominated consumer psychology for the last four decades and note some of the conceptual challenges posed by recent research commonly presented under the headings of embodi- ment, grounded cognition, or sensory marketing. As this research moves beyond initial attention-grabbing illustrations, researchers are increasingly identifying limiting conditions and competing pathways, a step that is central to understand- ing the phenomena and the conditions under which they can

(or cannot) be reliably replicated. While the often counterin- tuitive and amusing nature of some of the iconic findings adds to their popular interest value, it also distracts casual observers (and reviewers) from the fact that the findings pose serious challenges to how we think about the human mind. Next, we note these conceptual challenges.

Information processing, with and without a body: a historical perspective

In the 1970s, the development of general models of

information processing provided an integrative framework for the conceptualization of human memory, judgment, and decision making (for authoritative contemporary treatments, see Lachman, Lachman, & Butterfield, 1979; Wyer, 1974). In a nutshell, the approach assumed that people acquire information through their senses and that this information is translated into a common code that is independent of the modality in which the

information was initially acquired. These amodal representa- tions were assumed to be the building blocks of knowledge (semantic memory), on which the mind operates with general procedures that are also independent of the initial modality. Once stored, knowledge representations were assumed to be context independent, although context could influence how easily a stored representation could be accessed. These

assumptions were consistent with a computer metaphor that emphasized encoding, storage, and retrieval operations and took it for granted that all operations require a common format, paralleling the operational requirements of a computer. Their emphasis on amodal knowledge representation was a sharp

break with centuries of earlier theorizing that took it for granted that visual, olfactory or haptic inputs were stored in a form that reflected the modality of their acquisition. In fact, having a controversial discussion about whether imagery involves anything like an image (e.g., Paivio, 1971; Pylyshyn, 1973) would have been unimagineable prior to the information

processing paradigm (and the controversy has been settled in favor of modal representations; see Kosslyn, Thompson, & Ganis, 2006).

While the information processing paradigm facilitated enormous progress in psychological research, it also came with its own blind spots (for a discussion, see Schwarz, 2000). Most notably, it neglected phenomena that were not easily conceptualized within a computer metaphor, including the role of moods, emotions, and other subjective experiences as well as the role of motivation, which was reduced to processing goals. Given their subject matter, these limitations were particularly apparent to social psychologists, who integrated the role of

feelings and “hot” motivational processes in the social cognition variants of information processing models, paying tribute to

social psychology's long tradition of attending to visceral aspects of social perception and behavior (for reviews, see Schwarz & Clore, 2007; Strack & Deutsch, 2007). For the most part, however, social cognition theories did not fundamentally

challenge the assumption of amodal representations. Instead, feelings and bodily states were themselves assumed to be stored in memory in an amodal form, for example, as nodes in a

semantic network (e.g., Bower, 1981), although they provided

“online” information that competed with the amodally represent- ed “offline” information stored in memory (e.g., Schwarz, 1990). Some current embodiment research is compatible with this

tradition and addresses how concurrent bodily experiences serve as a source of information in judgment and choice; these

processes can be conceptualized within feelings-as-information theory (Schwarz, 2012) and we address this work in the section on bodily feelings as information.

Going beyond these extensions of the information process- ing paradigm, the assumption of a largely decontextualized and amodal mind has been questioned more radically by several streams of research that converge in support of an emerging

metatheoretical narrative that emphasizes the situated, experien- tial, and embodied nature of human cognition. Following early insights of William James (1890), situated cognition research assumes that thinking is for doing and that any mind worth

having needs to be geared towards facilitating action in ways that are sensitive to the requirement of one's current situation (for a review, see Smith & Semin, 2004). This perspective turns

contextual influences on judgment and choice from deplorable “context dependency” into laudable “context sensitivity”, with far reaching consequences for the conceptualization of preferences, attitudes, and related concepts (for a discussion, see Schwarz, 2007). Because people experience the world through their senses, sensory information and the accompanying subjective experi- ences play a key role in human action and cognition, even in domains that seem abstract and far removed from immediate sensory inputs. Some suggest that this reflects that humans “evolved from creatures whose neural resources were devoted

A. Krishna, N. Schwarz / Journal of Consumer Psychology xx, x (2014) xxx–xxx

3

primarily to perceptual and motoric processing” (Wilson, 2002, Bodily experience as a source of information p. 625). The later development of higher mental processes presumably took advantage of these evolutionarily older The assumption that people attend to their own bodily states programs and reused them for new purposes (Anderson, 2010). and extract information from them has a long tradition in art, From this perspective, what psychologists traditionally referred philosophy, and psychology. From the heart that beats faster to as “higher mental processes” is grounded in bodily experience when seeing the loved one to the cold sweat of fear, perceptions because it reuses phylogenetically older neural circuitry (for a of bodily states figure prominently in poems, songs, and

review of supporting evidence, see Anderson, 2010). Others popular images. Experimental studies confirm that bodily states emphasize ontogenetic rather than phylogenetic learning and inform human judgment and that people use this information as suggest that early sensory experience with the physical and social they use any other information (for reviews, see Herbert &

Pollatos, 2012; Schwarz & Clore, 2007). Consistent with the world (e.g., feeling warm and safe in the presence of a caregiver)

structures later thinking about abstract concepts (e.g., security), logic of feelings-as-information theory (for a recent review, see

Schwarz, 2012), the impact of bodily states depends on their resulting in associations between sensory experience and abstract

thought across content domains (e.g., Williams, Huang, & Bargh, perceived informational value; it is attenuated or eliminated 2009). when the experience is attributed to an uelated source, and

enhanced when it is experienced despite contrary influences. A Independent of specific assumptions about their origin, links

between sensory experience and abstract concepts are often fast beating heart indeed increases the attractiveness of pin-up reflected in widely shared metaphors (for a review, see Landau, photos, unless one realizes that the elevated heart beat may be

the result of having climbed several flights of stairs (Zillman, Meier, & Keefer, 2010). For example, a relationship may be

1978). Similarly, physiological symptoms of fear increase the described as “cold” or “warm”— and, indeed, experiencing

impact of a fear-arousing movie, in particular when they are physical warmth through touching a warm object increases the

perception of social warmth in others (e.g., Williams & Bargh, experienced despite having taken an allegedly tranquilizing

2008), much as the social experience of a “cold shoulder” pill; yet their influence is eliminated when the symptoms can be

attributed to an allegedly arousing pill (Schwarz, Servay, & influences perceptions of the physical temperature of the room

(e.g., Zhong & Leonardelli, 2008). A large part of current Kumpf, 1985).

Facilitating or impairing a person's bodily response to a embodiment research in consumer psychology addresses such

metaphorical influences; we discuss key findings and concep- stimulus also facilitates or impairs the person's subjective

experience of the stimulus. As Strack, Martin, and Stepper tual controversies in the section on metaphors.

Finally, the most radical approach to grounded cognition (1988) showed by varying the way in which participants held a

pen in their mouths, a cartoon is perceived as funnier when the conceptualizes all mental acts as acts of modality specific sensory

simulation (e.g., Barsalou, 1999; Barsalou, Niedenthal, Barbey, viewer's face can respond with a smile than when pursed lips & Ruppert, 2003). From this perspective, “as an experience impair a smile, highlighting that facial muscle feedback plays a

crucial role in subjective experience and judgment. In recent occurs (e.g., easing into a chair), the brain captures states across

years, many consumers voluntarily exposed themselves to a the modalities and integrates them with a multimodal represen-

tation stored in memory (e.g., how a chair looks and feels, the treatment that impairs facial muscle response, namely botox action of sitting, introspections of comfort and relaxation)” injections. The unanticipated side-effects range from impaired

affective experience (Davis, Senghas, Brandt, & Ochsner, 2010) (Barsalou, 2008, p. 618). Such multimodal representations

can be activated through any of the participating modalities. to an impaired understanding of others' emotional expressions

(Neil & Chartrand, 2011) and impaired processing of emotion More important, thinking about a chair is assumed to involve a

simulation of previous sensory experience, making simula- words (Havas, Glenberg, Gutowski, Lucarelli, & Davidson,

2010). The latter findings show that understanding others' tions of earlier experience an essential part of any mental

activity. Supporting this rationale, a large body of neuroim- emotional expression, or merely comprehending emotionally aging findings shows that supposedly amodal “high level” charged words, involves activity of the facial muscles that are part processes — such as language comprehension, categoriza- of one's own emotional expression. This is consistent with the

assumption that all mental processes involve sensory simulation tion, or retrieval — entail activation of the brain areas

(Barsalou, 1999) and draws attention to the role of the body in involved in “low level” sensory processing (for a review, see

many basic psychological functions that are usually conceptual- Barsalou, 2008). This approach is increasingly informing

research in sensory marketing that explores the role of mental ized in amodal ways. simulation in advertising and related issues (e.g., Elder & As the body's role in basic psychological processes receives Krishna, 2012), as reviewed below. more attention, we will increasingly encounter evidence that The next three sections elaborate on these core themes. familiar psychological phenomena have previously unknown We first address the use of bodily feelings as a source of bodily underpinnings. As an example, consider the mere information, which is most compatible with traditional social exposure effect (Zajonc, 1968), that is, the observation that

we like things more, the more often we are exposed to them. cognition models; next, we turn to the role of context sensitive

perception, imagery, and simulation in consumer behavior, and This is the case because repeated exposure facilitates easy

processing, which is experienced as pleasant; accordingly, any finally discuss the role of metaphors. Throughout, we note the

contributions to the present special issue as applicable. other variable that increases processing fluency also increases

4

A. Krishna, N. Schwarz / Journal of Consumer Psychology xx, x (2014) xxx–xxx

liking (for reviews, see Reber, Schwarz, & Winkielman, 2004; Schwarz, 2004). In an important series of studies, Topolinski and his colleagues identified the ease of motor processes as a crucial component of many fluency experiences. During reading, spontaneous subvocalization becomes easier with repetition — and impairing subvocalization by having perceivers chew gum eliminates the otherwise observed mere exposure effect, which is not the case for (equally distracting) motor tasks that do not impair subvocalization (Topolinski & Strack, 2009). Similarly, exercises that facilitate the eye movements involved in a visual perception task enhance later liking of matching visual stimuli (Topolinski, 2010). Taking these observations to consumer behavior, Topolinski et al. (in this issue)show that chewing popcorn in the cinema undermines the effectiveness of advertisements by interfering with subvocalization, thus reducing the fluency of motor processes that underlie language-based mere exposure effects.

Topolinski and colleagues' finding illustrates how a better understanding of the bodily underpinnings of familiar phenom- ena can identify novel limiting conditions, with important theoretical and applied implications (Topolinski, 2012). Looking ahead, we assume that future embodiment research will identify bodily contributions to many other well-established psycholog- ical phenomena. In some cases, this will require a thorough reconceptualization of the phenomenon itself; in other cases, it will deepen our understanding of its component processes by adding a bodily level of analysis.

Finally, just as cognition is impacted by the senses, sensory perception too may be affected by externally provided informa- tion. Elder and Krishna (2010) showed participants text advertisements for foods that either encompassed a single sense or multiple senses; then, they had the subjects taste the food. They found that taste perception was affected by the externally provided information so that the food tasted better when the information encompassed several senses. They explain their results as the advertisement impacting the sensory thoughts that subjects generate which subsequently affects taste perception. While the recent research focus has been on showing the effect of the senses on cognition, little research attention has been devoted to the effect of information on sensory perception. There is much scope for additional research exploring the effect of information on sensory perception.

Zhang, 2008) or ameliorated by the addition of another sensory input (Krishna, 2006).

Extending the work on sensory illusions, recent research

has revisited the veridicality of perception from the perspective of goal directed action: If the purpose of cognition is to enable adaptive action, are action relevant aspects of sensory perception less likely to be distorted in maladaptive ways?

Conversely, do our goals influence how we “see” the external world? If so, are the distortions adaptive? The answer is

almost certainly a resounding, “It depends!” Nevertheless, the accumulating evidence supports a more favorable perspective on the role of distortions than most researchers would have assumed a decade ago.

For example, some findings suggest that visual illusions (e.g., illusions of size) exert more influence on choice and

verbal reports (Which figure is larger?) than on bodily actions,

such as the grip strength with which people try to grasp the figure (e.g., Aglioti, DeSouza, & Goodale, 1995). However, the

conditions under which this is the case, and how it is properly assessed, are subject of some controversy (Milner & Dyde, 2003; Smeets & Brenner, 2006). Other findings show that perception is highly sensitive to the perceiver's goals and bodily states and “informs people about opportunities for action and their associated costs” (Proffitt, 2006, p. 110). For example, hills seem steeper when we wear a heavy backpack (e.g., Proffitt, Bhalla, Gossweiler, & Midgett, 1995), but their slope flattens when we bring some friends along for social support (e.g., Schnall, Harber, Stefanucci, & Proffitt, 2008). Such

findings reflect that perception stands in the service of action and takes the perceiver's resources into account. This

“economy-of-action” approach to perception (Proffitt, 2006) sheds new light on classic issues of motivated biases that have preoccupied psychologists since the “New Look” of the 1950's (Bruner, 1957). Cornil, Ordabayeva, Kaiser, Weber, and

Chandon (in this issue) contribute to current analyses of goal sensitive perception by exploring the role of attitude ambiva- lence. On theoretical grounds one might expect that the

ambivalence that results from mixed preferences fosters more detailed, and potentially more accurate, assessments. Compatible with this notion, Cornil and colleagues find that ambivalence in the form of desiring a food that one finds unhealthy can increase perceivers' visual sensitivity to portion size. From an applied perspective, this suggests that framing foods as vices may improve portion size perception among health conscious consumers. Sensory experience, mental simulation, and

stimulus attributes Further highlighting the close link between perception and

situated action, numerous studies show that merely perceiving an object elicits simulations of the actions it affords. For example, People perceive the world through their senses. But the

representations they construct from sensory inputs are not Tucker and Ellis (1998) showed that seeing the handle of a cup necessarily valid reflections of stimulus properties, a fact that elicits a grasping simulation that is sufficient to interfere with gave rise to an enduring interest in illusions of sensory perception motor performance on a concurrent task. Such spontaneous from early philosophy to current neuroscience. Much research in simulations can even be observed when people merely read a consumer behavior and psychology contributed to documenting word (e.g., Tucker & Ellis, 2001) — and exposure to “hammer” such (visual) illusions (e.g., Krishna & Raghubir, 1997; Raghubir elicits a different type of grasp (“power” versus “precision”) than & Krishna, 1996, 1999; Wansink & Van Ittersum, 2003; for a exposure to “grape”, reflecting the differential motor activity that review see Krishna, 2007), showing how they may be impacted would be appropriate in handling these objects. Elder and by individual traits such as self-construal (Krishna, Zhou, & Krishna (2012) explored the implications of such embodied

篇三：体验营销外文文献翻译2014年译文3000多字

文献出处：Adeosun L P K, Ganiyu R A. Experiential Marketing: An Insight into the Mind of the Consumer[J]. Asian Journal of Business and Management Sciences, 2014, 2(7): 21-26.

（声明：本译文归百度文库所有，完整译文请到百度文库。）

原文

Experiential Marketing: An Insight into the Mind of the Consumer

Ladipo Patrick Kunle Adeosun，Rahim Ajao Ganiyu

1 INTRODUCTION

In recent years, there has been increased interest in building and enhancing customer experience among researchers and practitioners. Companies are shifting their attention and efforts from premium prices or superior quality to memorable experiences. Also, the value created by memorable or unique customer experiences and emotions exert significant impact on organizational performance in terms of customer satisfaction, retention and loyalty. Experiential marketing is the new approach which views marketing as an experience and treats consumption like a total experiment, by taking cognizance of the rational and emotional aspects of consumption using eclectic methods.

We are in the era of ?experience economy? and the main concern and preoccupation of proactive organization is how to create total experience and unique value system for customers, which necessitate the need to understand the life of customer from perspective of their shopping experience. Experiences is inherent in the mind of everyone, and may result into physical, emotional, and cognitive activities which invariably may generate strong feelings that the customer might take away. Experience tends to come from the interaction of personal minds and events, and thus no two experiences may be the same in any occasion (Schmitt, 1999).

Schmitt (2003) distinguishes between five types of experience that marketers can create for customers to include; sensory experience (sense), affective experience (feel),

creative cognitive experience (think), physical experience, behaviors and lifestyles (act), and social-identity experience, all relating to a reference group or culture (relate). The author posits that the ultimate goal of experiential marketing is to create holistic experience that seek to integrate all these individual types of experiences into total customer experience.

According to Pine and Gilmore (1999), economic development is generating a new and dynamic era of experiences, which challenge the traditional sales approach focusing on product sales and service offering. And in order to enhance consumers' emotional connections to the brand and provide a point of differentiation in a competitive oligopoly, retailers have turned their attention to creating memorable retail experiences, which try to appeal to consumers at both physical as well as psychological levels.

The emergence and spread of shopping malls, supermarkets and hypermarkets in both developed and developing countries, heightened competition for consumers? spendable or discretionary incomes. There are therefore more choices available for consumers than ever before. In such a situation retailers seeks to develop business strategies that focus on creating and maintaining customers, by offering customers a differentiated shopping experience.

The term "Experiential Marketing" refers to actual customer experience with the product/service that drive sales and increase brand image and awareness. When done right, it's the most powerful technique to win brand loyalty. Olorunniwo et al., (2006) concluded that customer experience is related to behavioral intentions and connecting the audience with the authentic nature of the brand is one of the prime goal of experiential marketing. This is achieved through participation in personally relevant, credible and memorable encounters.

Shopping has been considered a search process where shoppers would like to ensure that they make the right decisions. In addition, they also intend to derive emotional satisfaction (Tauber, 1972). It has been found that a high level of brand awareness may not translate into sales. Proactive organization should consider every visit of the shopper as a distinct encounter and a moment of truth. Unless the

interaction is satisfactory, the next visit may not guaranteed. Therefore, if the store does not provide a compelling reason for a repeat patronage, the amount of purchase per visit may likely decline (Zeithaml, 1998).

The growing significance of experiential marketing has resulted into diverse and fascinating study on the concept (e.g. Csikzentmihalyi, 1997; Schmitt 1999; Pine and Gilmore 1999; Holbrook, 2000; Arnould et al., 2002; Caru and Cova, 2003 to mention a few). However, the dynamics of consumer behavior have necessitated the need for more papers. With few exceptions, the existing experiential retail literature has focused mainly on the isolated testing of static design elements (i.e. atmospherics, ambient conditions, and services cape architecture) of retail stores (Turley and Milliman, 2000). McCole (2004) in particular recognizes this dearth of academic research in the areas of experiential and event marketing as an indication of the division between academia and business and calls for marketing theory in these areas to be more closely aligned with practice.

Similarly, Gupta, (2003) identified a lack of systemic body of knowledge and conceptual framework on which to base scientific inquiry as a key tenet of experiential marketing. The current study seeks to address some of these gaps in the literature. In consequence this paper aims to gauge consumers' responses to experiential marketing in modern retail outlets and analyze the effect of experiential marketing on consumer behavior.

2. CONCEPTUAL BACKGROUND

Experience as defined within the realm of management is a personal occurrence with emotional significance created by an interaction with product or brand related stimuli (Holbrook and Hirschman, 1982). For this to become experiential marketing the result must be “something extremely significant and unforgettable for the consumer immersed in the experience” (Caru and Cova, 2003, p. 273). According to Schmitt (1999) experiential marketing is how to get customers to sense, feel, think, act, and relate with the company and brands. Customer satisfaction is a key outcome of experiential marketing and is defined as the “customer fulfillment response” which is an evaluation as well as an emotion-based response to a service. It is an indication

of the customer?s belief on the probability or possibility of a service leading to a positive feeling. And positive affect is positively and negatively related to satisfaction.

Experiential marketing involves the marketing of a product or service through experience and in the process the customer becomes emotionally involved and connected with the object of the experience (Marthurs, 1971). A well designed experience engages the attention and emotion of the consumer, and becomes memorable and allows for a free interpretation, as it is non-partisan (Hoch, 2002). In contrast to traditional marketing which focuses on gaining customer satisfaction, experiential marketing creates emotional attachment for the consumers (McCole, 2004). The sensory or emotional element of a total experience has a greater impact on shaping consumer preferences than the product or service attributes Zaltman (2003). The benefits of a positive experience include the value it provides the consumer (Babin et al., 1994; Holbrook, 1999) and the potential for building customer loyalty.

Experiential retail strategies facilitate the creation of emotional attachments, which help customers obtain a higher degree of possessive control over in-store activities (Schmitt, 2003). These strategies allow consumers to become immersed within the holistic experience design, which often creates a flow of experiences. Affective reaction based on an interaction with an object can be described as a person?s subjective perception or judgment about whether such interaction will change his or her core affect or his or her emotion toward the object. Cognitive reaction toward interacting with the object involves cognitive reasoning or appraisal, and is a consumer assessment of the purchase implications for his/her well being. Cognitive and affective reactions towards an object can be quite different, for example: one might appraise taking garlic as good and useful for one?s health, nevertheless, one can at the same time consider it unpleasant due to its smell and taste.

Experiential events can turn out to create both consumer and consumption experiences and can by far more effective in attaining communication goals. Caru and Cova (2003) conceptualization of experience, and Csikzentmihalyi (1997) experience typology and 7 ?I?s of Wood and Masterman (2007) may serve as a useful framework for evaluating the effectiveness of an event by developing measures that relates to the

level of challenges, newness, surprise, and matching it with the audience?s prior experience and skill level. However, the usefulness of measuring these attributes of the event depends upon the assumption and belief that an event that is strong in those attributes will effectively create a memorable and potentially behavior changing experience.

The strategic experiential marketing framework consists of five strategic experiential models which create different forms of experience for customers. The five bases of the strategic experiential modules are: (1) Sensory experience: the sensory experience of customers towards experiential media includes visual, auditory, olfactory and tactile response results. (2) Emotional experience: the inner emotion and sense of customers raised by experience media. (3) Thinking experience: customers' thoughts on the surprise and enlightenment provoked by experience media. (4) Action experience: is the avenue through which experience media, linked customers so that they can acquire social identity and sense of belonging. (5) Related experience for customers: is actualizes through the experience of media production links, and to social recognition.

3 METHODOLOGY AND METHODS

This study, being descriptive and explanatory, utilized secondary sources of information. Secondary information is a good source of data collection and documentation that cannot be under-estimated as it provides necessary background and much needed context which makes re-use a more worthwhile and systemic endeavour (Bishop, 2007).

4. DISCUSSION AND CONCLUSIONS

The retailing business is constantly changing and experiencing huge trends due to changing consumer tastes, consumption patterns and buying behaviors. As a result of the changing consumer shopping ecosystem, retailers? ability to sell its merchandise, depends largely on the strength of its marketing mix elements and ability to create a rewarding and fulfilling experiences for customers.

Traditional marketing strategies focusing on price or quality are no longer a source of differentiation and competitive advantage. Researchers advocate that one of

《3000字市场营销外文文献》由：免费论文网互联网用户整理提供；
链接地址：http://www.csmayi.cn/show/93053.html
转载请保留,谢谢!

• 上一篇：3000字散文
• 下一篇：3000字时事评论