Multisensory Premiumness

Carlos Velasco () and Charles Spence
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Carlos Velasco: Department of Marketing, BI Norwegian Business School
Charles Spence: University of Oxford

Chapter 10 in Multisensory Packaging, 2019, pp 257-286 from Springer

Abstract: Abstract Traditionally, the design of brand elements and marketing communications has focused on visual and/or audiovisual attributes in order to convey a specific brand positioning or concept to the consumer. However, the majority of consumers’ everyday experiences go beyond simply just audiovisual inputs. With this in mind, in this chapter, we take an inclusive multisensory approach to the concept of premiumness, one that also incorporates tactile elements and briefly considers the chemical senses. In particular, we present an overview of the concept and review key research findings highlighting specific associations between different sensory attributes and premiumness, luxury, or their specific component dimensions, in the context of product packaging. Generally speaking, there is not yet a great deal of research detailing how to express premiumness via specifically multisensory packaging cues beyond its visual aspects. However, what evidence there is does appear to suggest that the concept can be conveyed through multiple sensory channels, thus positioning this theme as providing a clear opportunity for brand innovation and differentiation.

Keywords: Premium; Branding; Multisensory; Marketing; Packaging (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-94977-2_10

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DOI: 10.1007/978-3-319-94977-2_10

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