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

  • Kevin L. SampleEmail author
  • Henrik Hagtvedt
  • S. Adam Brasel


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.


Vision Perception Systematic literature review Sensory marketing Conceptual framework 


Supplementary material

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© Academy of Marketing Science 2019

Authors and Affiliations

  1. 1.College of BusinessUniversity of Rhode IslandKingstonUSA
  2. 2.Carroll School of ManagementBoston CollegeChestnut HillUSA

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