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Journal of the Academy of Marketing Science
Published in: Journal of the Academy of Marketing Science 3/2022

23-01-2022 | Editorial

A brand (new) experience: art, aesthetics, and sensory effects

Author: Henrik Hagtvedt

Published in: Journal of the Academy of Marketing Science | Issue 3/2022

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Excerpt

Whereas marketers have historically focused on product functionality, experiential factors have become a primary basis for differentiation. Tesla was not the first functioning electric vehicle, but the sleek machine makes transportation exciting. Plenty of smartphones predated iPhones, but Apple brings wonder and delight to every stage of the user experience. Much of this experience is rooted in ancient sensory effects from our evolutionary past, but marketers make it new. In an effective blend of the familiar and the novel, modern experiential branding evokes the allure of sensory perception. If that perception is sufficiently interesting, pleasant, meaningful, or emotionally stirring, then it has aesthetic impact. Products and brands suffused by that aesthetic impact transcend the realm of functionality and enter the realm of art. …
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Literature
Colbert, F., & St-James, Y. (2014). Research in arts marketing: Evolution and future directions. Psychology & Marketing, 31(8), 566–575.CrossRef
Hagtvedt, H., & Patrick, V. M. (2008). Art infusion: The influence of visual art on the perception and evaluation of consumer products. Journal of Marketing Research, 45(3), 379–389.CrossRef
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment, and behavior. Journal of Consumer Psychology, 22(3), 332–351.CrossRef
Sample, K. L., Hagtvedt, H., & Brasel, S. A. (2020). Components of visual perception in marketing contexts: A conceptual framework and review. Journal of the Academy of Marketing Science, 48(3), 405–421.CrossRef
Metadata
Title
A brand (new) experience: art, aesthetics, and sensory effects
Author
Henrik Hagtvedt
Publication date
23-01-2022
Publisher
Springer US
Published in
Journal of the Academy of Marketing Science / Issue 3/2022
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-021-00833-8

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