Abstract

What determines an individual's preference for high$$ or low$$intensity visual stimuli?

This research designed four studies, including one incentive$$compatible study, to

explore a novel situation$$imbuing a product with sentimental value to drive

consumer consumption of intense visual stimulation. We manipulated imbuing a

product with sentimental value from both the consumers' $($via hypothetical

scenarios$)$ and the marketers' $($via brand positioning$)$ perspectives. The results reveal

that when a product is imbued with sentimental value, consumers exhibit a greater

preference for high$$intensity visual stimuli $($highly saturated colors; Studies $1$ and $2),$

and this effect is driven by consumers' heightened desire for memorability $($Study $3).$

Moreover, the investigated effect diminishes when the expected usage time frame

of products is short $($vs$.$ long; Study $4).$ Our work contributes to sentimental value,

memory, and visual sensory marketing literature. The findings also provide strong

managerial implications for marketing practitioners to properly use and design visual

sensory stimuli. Specifically, we offer a viable way to incorporate sentiment into

retailing $($i$.$e$.,$ via brand positioning$)$ and identify factors that marketers should

consider $($e$.$g$.,$ manufacturing materials$)$ to promote rich visual elements in situations

involving imbuing products with sentimental value. Choose a brand and explain how the results of the paper can be used by the brand to improves sales. Provide a clear marketing strategy with examples.