COMMUNICATION MULTISENSORY: COMPOSITION OF STIMULUS TO TRANSMIT AESTHETIC PERCEPTIONS OF THE PRODUCT

George Luiz Bleyer Ferreira, Osmar Possamai

Abstract


The searches in neuroscience show that split-second human brain evaluates objects and makes judgments unconsciously through sensory information. This article offers a new approach to product communication, integrating conditioning of perceptions that influence the trial, with the multisensory stimuli strategically designed to transmit messages you want about the product. As methodology were elaborated two surveys in specific journals. The first survey in neuroscience journals in the articles focusing on consumer behavior to identify conditioning of the perception that somehow it limit the understanding of the message. The second survey in magazine articles focusing on sensory marketing to establish the sensory stimuli, dimensions and variables used to communicate multisensory messages. As a result we present a method for communicating characteristics that are desired product more effectively through the semantic association in the sensory stimuli.

 

 

Index Terms - Sensory communication, multisensory stimuli, semantic association.


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