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Multisensory Premiumness

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Multisensory Packaging

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.

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Notes

  1. 1.

    Whilst the term sensory marketing is typically used to refer to “marketing that engages the consumers’ senses and affects their perception, judgment and behaviour” (Krishna, 2012, p. 332), multisensory marketing not only considers how information in each individual sensory modality influences consumer behaviour but also how different sensory modalities interact with, and influence, each other when it comes to consumers’ behaviour (see more on this in Velasco & Spence, this volume).

  2. 2.

    One of the only studies was conducted by Lageat, Czellar, and Laurent (2003). These researchers assessed which of the sounds that are associated with the operation of cigarette lighters led to the perception of luxury. Intriguingly, two groups of consumers were identified, the first associated the luxury of the sounds of the lighters with the sound descriptors “matte, even, and low in pitch” and the other with the sound descriptors “clear, resonant, and clicking” instead.

  3. 3.

    Something which is reminiscent of the literature on psychoacoustic properties of cars’ features (e.g., engines), which in many cases focus on quality perception (e.g., Miśkiewicz & Letowski, 1999; Parizet, Guyader, & Nosulenko, 2008; The Economist, 2015, see also http://radium-audio.com/bentley-continental-gt/).

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Acknowledgements

Carlos Velasco would like to thank Asahi Breweries Ltd. for supporting this research.

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Authors and Affiliations

  1. Department of Marketing, BI Norwegian Business School, Oslo, Norway

    Carlos Velasco

  2. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, Oxford, UK

    Charles Spence

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  1. Carlos Velasco
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  2. Charles Spence
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Correspondence to Carlos Velasco .

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Editors and Affiliations

  1. Department of Marketing BI Norwegian Business School, Oslo, Norway

    Carlos Velasco

  2. Crossmodal Research Laboratory Department of Experimental Psychology, University of Oxford, Oxford, UK

    Charles Spence

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Velasco, C., Spence, C. (2019). Multisensory Premiumness. In: Velasco, C., Spence, C. (eds) Multisensory Packaging. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-94977-2_10

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