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

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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.

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  1. College of Business, University of Rhode Island, 237 Ballentine Hall, 7 Lippitt Road, Kingston, RI, 02881, USA

    Kevin L. Sample

  2. Carroll School of Management, Boston College, Fulton Hall 450D, 140 Commonwealth Avenue, Chestnut Hill, MA, 02467, USA

    Henrik Hagtvedt & S. Adam Brasel

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Sample, K.L., Hagtvedt, H. & Brasel, S.A. Components of visual perception in marketing contexts: a conceptual framework and review. J. of the Acad. Mark. Sci. 48, 405–421 (2020). https://doi.org/10.1007/s11747-019-00684-4

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