In the Purchase’s Essence: Sensory and symbolic elements in the descriptions of perfume sales over the Internet

Brenda Allana Santos de Paula, Miriam Leite Farias, Salomão Alencar de Farias, Ilda Maria Moraes e Silva

Resumo


This study aimed to analyse whether sensory and symbolic elements used in perfume descriptions in internet sales can positively influence the level of involvement and consumer buying intention. To do so, a quasi-experimental design was adopted with the creation of three scenarios: one control group and two experimental groups.  Each participant was presented to only one of the scenarios created, characterizing the model between subjects. Regarding the results, it was found that it is not possible to perceive differences between the means of the groups in relation to the dependent variables, except for a negative association between sensory aspects and the level of involvement. Therefore, it was concluded that it may not be advantageous to invest in sensory and symbolic aspects present in the product description in internet sales, it is necessary to rethink this strategy due the fact that this environment has a certain limitation with hedonics products.


Palavras-chave


sensorial marketing; symbolic consumption; perfumes; online sales.

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