Innovations by 'exciting' brands are more acceptable

Researchers at the University of Oregon (UO) explored brand-consumer relationships involving sight and touch. They found that participants were fine with sensory mismatches involving an exciting brand, but they did not like such tactics when introduced by sincere brands.
"When you are looking at the marketing of products, a big part is the sensory aspects of the product's packaging," Sundar said. "Even though we might think of it as trivial, it is actually influential in the way we inform our consumption decisions. It's not just visual, it consists of other sensory cues such as touch." An article about the research is published in the Journal of Consumer Research (News Item UO, 25 April 2016).
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