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Journal of the Academy of Marketing Science
Published in: Journal of the Academy of Marketing Science 3/2020

22-08-2019 | REVIEW PAPER

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

Authors: Kevin L. Sample, Henrik Hagtvedt, S. Adam Brasel

Published in: Journal of the Academy of Marketing Science | Issue 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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Appendix
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Metadata
Title
Components of visual perception in marketing contexts: a conceptual framework and review
Authors
Kevin L. Sample
Henrik Hagtvedt
S. Adam Brasel
Publication date
22-08-2019
Publisher
Springer US
Published in
Journal of the Academy of Marketing Science / Issue 3/2020
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-019-00684-4

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