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

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Listed:
  • Kevin L. Sample

    (University of Rhode Island)

  • Henrik Hagtvedt

    (Boston College)

  • S. Adam Brasel

    (Boston College)

Abstract

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.

Suggested Citation

  • Kevin L. Sample & Henrik Hagtvedt & S. Adam Brasel, 2020. "Components of visual perception in marketing contexts: a conceptual framework and review," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 405-421, May.
    • Handle: RePEc:spr:joamsc:v:48:y:2020:i:3:d:10.1007_s11747-019-00684-4
    DOI: 10.1007/s11747-019-00684-4
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    5. Courtney Szocs & Sara Williamson & Adam Mills, 2022. "Contained: why it’s better to display some products without a package," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 131-146, January.
    6. John Hulland, 2020. "Conceptual review papers: revisiting existing research to develop and refine theory," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 27-35, June.
    7. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    8. Aner Tal & Yaniv Gvili & Moty Amar, 2021. "Visual Size Matters: The Effect of Product Depiction Size on Calorie Estimates," IJERPH, MDPI, vol. 18(23), pages 1-19, November.
    9. He (Michael) Jia & Echo Wen Wan & Wanyi Zheng, 2023. "Stars versus Bars: How the Aesthetics of Product Ratings “Shape” Product Preference," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 50(1), pages 142-166.
    10. Aaron Staples & Bridget K. Behe & Patricia Huddleston & Trey Malone, 2022. "What you see is what you get, and what you don't goes unsold: Choice overload and purchasing heuristics in a horticulture lab experiment," Agribusiness, John Wiley & Sons, Ltd., vol. 38(3), pages 620-635, July.
    11. V. U. Vinitha & Deepak S. Kumar & Keyoor Purani, 2021. "Biomorphic visual identity of a brand and its effects: a holistic perspective," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 272-290, May.
    12. Henrik Hagtvedt, 2022. "A brand (new) experience: art, aesthetics, and sensory effects," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 425-428, May.

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