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Journal of the Academy of Marketing Science

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22.08.2019 | REVIEW PAPER

Components of visual perception in marketing contexts: a conceptual framework and review

verfasst von: Kevin L. Sample, Henrik Hagtvedt, S. Adam Brasel

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 3/2020

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Abstract

Visual perception is essential to marketing practice and theory. Based on literature in marketing and related fields, this article develops a conceptual framework comprising five main components of visual perception: illuminance, shape, surface color, materiality, and location. Additionally, a systematic review of related visual perception research within marketing over the past five decades engenders takeaways of theoretical and practical importance, and an analysis of gaps in the literature reveals promising avenues for future research. The material presented includes coherent definitions, illustrative infographics, and accessible tables.

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Titel: Components of visual perception in marketing contexts: a conceptual framework and review
verfasst von: Kevin L. Sample
Henrik Hagtvedt
S. Adam Brasel
Publikationsdatum: 22.08.2019
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 3/2020
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-019-00684-4

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