Skip to main content
Log in

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

  • REVIEW PAPER
  • Published:
Journal of the Academy of Marketing Science Aims and scope Submit manuscript

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.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Subscribe and save

Springer+ Basic
EUR 32.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or Ebook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Fig. 1
Fig. 2

Similar content being viewed by others

References

  • Ackerman, J. M., Nocera, C. C., & Bargh, J. A. (2010). Incidental haptic sensations influence social judgments and decisions. Science, 328(5986), 1712–1715.

    Article  Google Scholar 

  • Areni, C. S., & Kim, D. (1994). The influence of in-store lighting on consumers' examination of merchandise in a wine store. International Journal of Research in Marketing, 11(2), 117–125.

    Article  Google Scholar 

  • Babin, B. J., Hardesty, D. M., & Suter, T. A. (2003). Color and shopping intentions: The intervening effect of price fairness and perceived affect. Journal of Business Research, 56(7), 541–551.

  • Bagchi, R., & Cheema, A. (2013). The effect of red background color on willingness-to-pay: The moderating role of selling mechanism. Journal of Consumer Research, 39(5), 947–960.

    Article  Google Scholar 

  • Bajaj, A., & Bond, S. D. (2018). Beyond beauty: Design symmetry and brand personality. Journal of Consumer Psychology, 28(1), 77–98.

    Article  Google Scholar 

  • Beck, J. (1972). Surface color perception. NY: Cornell University Press.

    Google Scholar 

  • Bellizzi, J. A., Crowley, A. E., & Hasty, R. W. (1983). The effects of color in store design. Journal of Retailing, 59(1), 21–45.

    Google Scholar 

  • Biswas, D., Szocs, C., Chacko, R., & Wansink, B. (2017). Shining light on atmospherics: How ambient light influences food choices. Journal of Marketing Research, 54(1), 111–123.

    Article  Google Scholar 

  • Bloch, P. H. (1995). Seeking the ideal form: Product design and consumer response. Journal of Marketing, 59(3), 16–29.

    Article  Google Scholar 

  • Bottomley, P. A., & Doyle, J. R. (2006). The interactive effects of colors and products on perceptions of brand logo appropriateness. Marketing Theory, 6(1), 63–83.

    Article  Google Scholar 

  • Brasel, S. A., & Hagtvedt, H. (2016). Living brands: Consumer responses to animated brand logos. Journal of the Academy of Marketing Science, 44(5), 639–653.

    Article  Google Scholar 

  • Chae, B., & Hoegg, J. (2013). The future looks “right”: Effects of the horizontal location of advertising images on product attitude. Journal of Consumer Research, 40(2), 223–238.

    Article  Google Scholar 

  • Chae, B., Li, X., & Zhu, R. (2013). Judging product effectiveness from perceived spatial proximity. Journal of Consumer Research, 40(2), 317–335.

    Article  Google Scholar 

  • Chandon, P., & Ordabayeva, N. (2009). Supersize in one dimension, downsize in three dimensions: Effects of spatial dimensionality on size perceptions and preferences. Journal of Marketing Research, 46(6), 739–753.

    Article  Google Scholar 

  • Chattopadhyay, A., Gorn, G. J., & Darke, P. (2009). Differences and similarities in hue preferences between Chinese and Caucasians. In A. Krishna (Ed.), Sensory marketing: Research on the sensuality of products (pp. 219–239). Routledge.

  • Chellappa, S. L., Steiner, R., Oelhafen, P., Lang, D., Götz, T., Krebs, J., & Cajochen, C. (2013). Acute exposure to evening blue-enriched light impacts on human sleep. Journal of Sleep Research, 22(5), 573–580.

    Article  Google Scholar 

  • Ching, F. D. (2014). Architecture: Form, space, and order. John Wiley & Sons.

  • Cian, L., Krishna, A., & Elder, R. S. (2014). This logo moves me: Dynamic imagery from static images. Journal of Marketing Research, 51(2), 184–197.

    Article  Google Scholar 

  • Coren, S. (2003). Sensation and perception. Wiley Online Library.

    Google Scholar 

  • Coulter, K. S., & Norberg, P. A. (2009). The effects of physical distance between regular and sale prices on numerical difference perceptions. Journal of Consumer Psychology, 19(2), 144–157.

    Article  Google Scholar 

  • D'amelio, J. (2004). Perspective drawing handbook. Courier Corporation.

  • De Bock, T., Pandelaere, M., & Van Kenhove, P. (2013). When colors backfire: The impact of color cues on moral judgment. Journal of Consumer Psychology, 23(3), 341–348.

    Article  Google Scholar 

  • DelVecchio, D. S., H. Jae, & J. L. Ferguson. (2018). Johnny can read your ad, but he won’t: Effects of consumer aliteracy on information processing. In Goldenberg, J., Laran, J., & Stephen, A. (Eds.), Integrating Paradigms in a World Where Marketing is Everywhere 2018 Winter AMA Conference Proceedings Vol. 29 (pp. A-80). Chicago: American marketing association.

  • Deng, X., Hui, S. K., & Hutchinson, J. W. (2010). Consumer preferences for color combinations: An empirical analysis of similarity-based color relationships. Journal of Consumer Psychology, 20(4), 476–484.

    Article  Google Scholar 

  • Deng, X., & Kahn, B. E. (2009). Is your product on the right side? The “location effect” on perceived product heaviness and package evaluation. Journal of Marketing Research, 46(6), 725–738.

    Article  Google Scholar 

  • Deng, X., Kahn, B. E., Unnava, H. R., & Lee, H. (2016). A “wide” variety: Effects of horizontal versus vertical display on assortment processing, perceived variety, and choice. Journal of Marketing Research, 53(5), 682–698.

    Article  Google Scholar 

  • Deng, X., & Srinivasan, R. (2013). When do transparent packages increase (or decrease) food consumption? Journal of Marketing, 77(4), 104–117.

    Article  Google Scholar 

  • Di Muro, F., & Noseworthy, T. J. (2012). Money isn’t everything, but it helps if it doesn’t look used: How the physical appearance of money influences spending. Journal of Consumer Research, 39(6), 1330–1342.

    Article  Google Scholar 

  • Ellis, W. D. (2013). A source book of gestalt psychology. Routledge.

  • Epstein, W. (1977). Stability and constancy in visual perception: Mechanisms and processes. Wiley.

  • Fernandez, K. V., & Rosen, D. L. (2000). The effectiveness of information and color in yellow pages advertising. Journal of Advertising, 29(2), 61–73.

    Article  Google Scholar 

  • Fiser, J., & Aslin, R. N. (2002). Statistical learning of higher-order temporal structure from visual shape sequences. Journal of Experimental Psychology: Learning, Memory, and Cognition, 28(3), 458.

    Google Scholar 

  • Folkes, V., & Matta, S. (2004). The effect of package shape on consumers' judgments of product volume: Attention as a mental contaminant. Journal of Consumer Research, 31(2), 390–401.

    Article  Google Scholar 

  • Gibson, J. J. (1950). The perception of the visual world. Oxford, England: Houghton Mifflin.

    Google Scholar 

  • Gilchrist, A. L. (1988). Lightness contrast and failures of constancy: A common explanation. Perception & Psychophysics, 43(5), 415–424.

    Article  Google Scholar 

  • Gooley, J. J., Lu, J., Fischer, D., & Saper, C. B. (2003). A broad role for melanopsin in nonvisual photoreception. The Journal of Neuroscience: The Official Journal of the Society for Neuroscience, 23(18), 7093–7106.

    Article  Google Scholar 

  • Gorn, G. J., Chattopadhyay, A., Sengupta, J., & Tripathi, S. (2004). Waiting for the web: How screen color affects time perception. Journal of Marketing Research, 41(2), 215–225.

    Article  Google Scholar 

  • Grondzik, W. T., & Kwok, A. G. (2014). Mechanical and electrical equipment for buildings. John Wiley & Sons.

  • Guido, G., Pichierri, M., Nataraajan, R., & Pino, G. (2016). Animated logos in mobile marketing communications: The roles of logo movement directions and trajectories. Journal of Business Research, 69(12), 6048–6057.

    Article  Google Scholar 

  • Hagtvedt, H. (2011). The impact of incomplete typeface logos on perceptions of the firm. Journal of Marketing, 75(4), 86–93.

    Article  Google Scholar 

  • Hagtvedt, H., & Brasel, S. A. (2016). Cross-modal communication: Sound frequency influences consumer responses to color lightness. Journal of Marketing Research, 53(4), 551–562.

    Article  Google Scholar 

  • Hagtvedt, H., & Brasel, S. A. (2017). Color saturation increases perceived product size. Journal of Consumer Research, 44(2), 396–413.

    Google Scholar 

  • Hamblin, D. L., & Wood, A. W. (2002). Effects of mobile phone emissions on human brain activity and sleep variables. International Journal of Radiation Biology, 78(8), 659–669.

    Article  Google Scholar 

  • Hamburger, K., Hansen, T., & Gegenfurtner, K. R. (2007). Geometric-optical illusions at isoluminance. Vision Research, 47(26), 3276–3285.

    Article  Google Scholar 

  • Henderson, P. W., & Cote, J. A. (1998). Guidelines for selecting or modifying logos. Journal of Marketing, 62(2), 14–30.

    Article  Google Scholar 

  • Henderson, P. W., Giese, J. L., & Cote, J. A. (2004). Impression management using typeface design. Journal of Marketing, 68(4), 60–72.

    Article  Google Scholar 

  • Higgins, E., Leinenger, M., & Rayner, K. (2014). Eye movements when viewing advertisements. Frontiers in Psychology, 5, 210.

    Article  Google Scholar 

  • Hoffman, J. (1996). Visual object recognition. In W. Prinz & B. Bridgeman (Eds.), Handbook of perception and action (Perception) (Vol. 1, pp. 297–344). NY: Academic Press.

    Google Scholar 

  • Huang, X. I., Dong, P., & Labroo, A. A. (2018). Feeling disconnected from others: The effects of ambient darkness on hedonic choice. International Journal of Research in Marketing, 35(1), 144–153.

    Article  Google Scholar 

  • Huang, X., Li, X., & Zhang, M. (2013). “Seeing” the social roles of brands: How physical positioning influences brand evaluation. Journal of Consumer Psychology, 23(4), 509–514.

    Article  Google Scholar 

  • Huang, Z. T., & Kwong, J. Y. (2016). Illusion of variety: Lower readability enhances perceived variety. International Journal of Research in Marketing, 33(3), 674–687.

    Article  Google Scholar 

  • Hummel, J. E., & Stankiewicz, B. J. (1998). Two roles for attention in shape perception: A structural description model of visual scrutiny. Visual Cognition, 5(1–2), 49–79.

    Article  Google Scholar 

  • Jiang, Y., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2016). Does your company have the right logo? How and why circular-and angular-logo shapes influence brand attribute judgments. Journal of Consumer Research, 42(5), 709–726.

    Article  Google Scholar 

  • Kahn, B. E. (2017). Using visual design to improve customer perceptions of online assortments. Journal of Retailing, 93(1), 29–42.

    Article  Google Scholar 

  • Kane, G. C. and A. Pear. (2016, January 4). The rise of visual content online. Retrieved from http://sloanreview.mit.edu/arti-cle/the-rise-of-visual-content-online. Accessed 10 April 2018

  • Kareklas, I., Brunel, F. F., & Coulter, R. A. (2014). Judgment is not color blind: The impact of automatic color preference on product and advertising preferences. Journal of Consumer Psychology, 24(1), 87–95.

    Article  Google Scholar 

  • Kellman, P. J., & Shipley, T. F. (1991). A theory of visual interpolation in object perception. Cognitive Psychology, 23(2), 141–221.

    Article  Google Scholar 

  • Kim, J., & Lakshmanan, A. (2015). How kinetic property shapes novelty perceptions. Journal of Marketing, 79(6), 94–111.

    Article  Google Scholar 

  • Koffka, K. (2013). Principles of gestalt psychology. Routledge.

  • Koo, J., & Suk, K. (2016). The effect of package shape on calorie estimation. International Journal of Research in Marketing, 33(4), 856–867.

    Article  Google Scholar 

  • Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332–351.

    Article  Google Scholar 

  • Krishna, A., Cian, L., & Aydınoğlu, N. Z. (2017). Sensory aspects of package design. Journal of Retailing, 93(1), 43–54.

    Article  Google Scholar 

  • Kubovy, M., & Pomerantz, J. R. (2017). Perceptual organization. Routledge.

  • Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: The importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711–727.

    Article  Google Scholar 

  • Labrecque, L. I., Patrick, V. M., & Milne, G. R. (2013). The marketers’ prismatic palette: A review of color research and future directions. Psychology & Marketing, 30(2), 187–202.

    Article  Google Scholar 

  • Landwehr, J. R., Labroo, A. A., & Herrmann, A. (2011). Gut liking for the ordinary: Incorporating design fluency improves automobile sales forecasts. Marketing Science, 30(3), 416–429.

    Article  Google Scholar 

  • Lechner, N. (2014). Heating, cooling, lighting: Sustainable design methods for architects. John Wiley & Sons.

  • Lee, H., Deng, X., Unnava, H. R., & Fujita, K. (2014). Monochrome forests and colorful trees: The effect of black-and-white versus color imagery on construal level. Journal of Consumer Research, 41(4), 1015–1032.

    Article  Google Scholar 

  • Lee, H., Fujita, K., Deng, X., & Unnava, H. R. (2016). The role of temporal distance on the color of future-directed imagery: A construal-level perspective. Journal of Consumer Research, 43(5), 707–725.

    Google Scholar 

  • Lee, N. Y., Noble, S. M., & Biswas, D. (2018). Hey big spender! A golden (color) atmospheric effect on tipping behavior. Journal of the Academy of Marketing Science, 46(2), 317–337.

    Article  Google Scholar 

  • Legge, G. E., Parish, D. H., Luebker, A., & Wurm, L. H. (1990). Psychophysics of reading. XI. Comparing color contrast and luminance contrast. JOSA A, 7(10), 2002–2010.

    Google Scholar 

  • Leonhardt, J. M., Catlin, J. R., & Pirouz, D. M. (2015). Is your product facing the ad's center? Facing direction affects processing fluency and ad evaluation. Journal of Advertising, 44(4), 315–325.

    Article  Google Scholar 

  • Levav, J., & Zhu, R. (2009). Seeking freedom through variety. Journal of Consumer Research, 36(4), 600–610.

    Article  Google Scholar 

  • Liu, Y., Li, K. J., Chen, H., & Balachander, S. (2017). The effects of products’ aesthetic design on demand and marketing-mix effectiveness: The role of segment prototypicality and brand consistency. Journal of Marketing, 81(1), 83–102.

    Article  Google Scholar 

  • Luo, X., Andrews, M., Fang, Z., & Phang, C. W. (2013). Mobile targeting. Management Science, 60(7), 1738–1756.

    Article  Google Scholar 

  • Mace, W. M. (1977). James J. Gibson’s strategy for perceiving: Ask not what's inside your head, but what's your head inside of. In R. Shaw & J. Bransford (Eds.), Perceiving, Acting, and Knowing: Towards an Ecological Psychology (pp. 43–65). Lawrence Erlbaum.

  • Madzharov, A. V., Ramanathan, S., & Block, L. G. (2016). The halo effect of product color lightness on hedonic food consumption. Journal of the Association for Consumer Research, 1(4), 579–591.

    Article  Google Scholar 

  • Mai, R., Symmank, C., & Seeberg-Elverfeldt, B. (2016). Light and pale colors in food packaging: When does this package cue signal superior healthiness or inferior tastiness? Journal of Retailing, 92(4), 426–444.

    Article  Google Scholar 

  • Maljkovic, V., & Nakayama, K. (1994). Priming of pop-out: I. role of features. Memory & Cognition, 22(6), 657–672.

    Article  Google Scholar 

  • Maloney, L. T., & Brainard, D. H. (2010). Color and material perception: Achievements and challenges. Journal of Vision, 10(9), 19.

    Article  Google Scholar 

  • Mead, J. A., & Richerson, R. (2018). Package color saturation and food healthfulness perceptions. Journal of Business Research, 82, 10–18.

    Article  Google Scholar 

  • Meert, K., Pandelaere, M., & Patrick, V. M. (2014). Taking a shine to it: How the preference for glossy stems from an innate need for water. Journal of Consumer Psychology, 24(2), 195–206.

    Article  Google Scholar 

  • Meyers-Levy, J., & Peracchio, L. A. (1992). Getting an angle in advertising: The effect of camera angle on product evaluations. Journal of Marketing Research, 29(4), 454–461.

    Article  Google Scholar 

  • Meyers-Levy, J., & Zhu, R. (2007). The influence of ceiling height: The effect of priming on the type of processing that people use. Journal of Consumer Research, 34(2), 174–186.

    Article  Google Scholar 

  • Moore, R. S., Stammerjohan, C. A., & Coulter, R. A. (2005). Banner advertiser-web site context congruity and color effects on attention and attitudes. Journal of Advertising, 34(2), 71–84.

    Article  Google Scholar 

  • Nothdurft, H. (1993). Faces and facial expressions do not pop out. Perception, 22(11), 1287–1298.

    Article  Google Scholar 

  • O'Connor, Z. (2015). Colour, contrast and gestalt theories of perception: The impact in contemporary visual communications design. Color Research & Application, 40(1), 85–92.

    Article  Google Scholar 

  • Ordabayeva, N., & Chandon, P. (2013). Predicting and managing consumers' package size impressions. Journal of Marketing, 77(5), 123–137.

    Article  Google Scholar 

  • Park, J., Lennon, S. J., & Stoel, L. (2005). On-line product presentation: Effects on mood, perceived risk, and purchase intention. Psychology & Marketing, 22(9), 695–719.

    Article  Google Scholar 

  • Patrick, V. M., & Hagtvedt, H. (2011). Aesthetic incongruity resolution. Journal of Marketing Research, 48(2), 393–402.

    Article  Google Scholar 

  • Peterson, M. A. (2001). Object perception. In E. B. Goldstein (Ed.), Blackwell handbook of perception (pp. 168–203). MA: Blackwell Publishers.

    Google Scholar 

  • Pillai, K. G., Katsikeas, C. S., & Presi, C. (2012). Print advertising: Type size effects. Journal of Business Research, 65(6), 865–868.

    Article  Google Scholar 

  • Pracejus, J. W., O'Guinn, T. C., & Olsen, G. D. (2013). When white space is more than “burning money:” economic signaling meets visual commercial rhetoric. International Journal of Research in Marketing, 30(3), 211–218.

    Article  Google Scholar 

  • Puccinelli, N. M., Chandrashekaran, R., Grewal, D., & Suri, R. (2013). Are men seduced by red? The effect of red versus black prices on price perceptions. Journal of Retailing, 89(2), 115–125.

    Article  Google Scholar 

  • Raghubir, P. (2009). Visual perception an overview. In A. Krishna (Ed.), Sensory marketing: Research on the sensuality of products (pp. 201–215). Routledge.

  • Raghubir, P., & Krishna, A. (1999). Vital dimensions in volume perception: Can the eye fool the stomach? Journal of Marketing Research, 36(3), 313–326.

    Article  Google Scholar 

  • Ramachandran, V. S. (1988). Perception of shape from shading. Nature, 331(6152), 163–166.

    Article  Google Scholar 

  • Regan, D., & Beverley, K. (1984). Figure–ground segregation by motion contrast and by luminance contrast. JOSA A, 1(5), 433–442.

    Article  Google Scholar 

  • Rock, I. (1983). The logic of perception. Cambridge, Mass: Bradford Books.

    Google Scholar 

  • Roggeveen, A. L., Grewal, D., Townsend, C., & Krishnan, R. (2015). The impact of dynamic presentation format on consumer preferences for hedonic products and services. Journal of Marketing, 79(6), 34–49.

    Article  Google Scholar 

  • Romero, M., & Biswas, D. (2016). Healthy-left, unhealthy-right: Can displaying healthy items to the left (versus right) of unhealthy items nudge healthier choices? Journal of Consumer Research, 43(1), 103–112.

    Article  Google Scholar 

  • Salgado-Montejo, A., Tapia Leon, I., Elliot, A. J., Salgado, C. J., & Spence, C. (2015). Smiles over frowns: When curved lines influence product preference. Psychology & Marketing, 32(7), 771–781.

    Article  Google Scholar 

  • Sekuler, R., & Blake, R. (2002). Perception. Boston: McGraw-Hill.

    Google Scholar 

  • Semin, G. R., & Palma, T. A. (2014). Why the bride wears white: Grounding gender with brightness. Journal of Consumer Psychology, 24(2), 217–225.

    Article  Google Scholar 

  • Sevilla, J., & Kahn, B. E. (2014). The completeness heuristic: Product shape completeness influences size perceptions, preference, and consumption. Journal of Marketing Research, 51(1), 57–68.

    Article  Google Scholar 

  • Sevilla, J., & Townsend, C. (2016). The space-to-product ratio effect: How interstitial space influences product aesthetic appeal, store perceptions, and product preference. Journal of Marketing Research, 53(5), 665–681.

    Article  Google Scholar 

  • Sharan, L., Rosenholtz, R., & Adelson, E. (2009). Material perception: What can you see in a brief glance? Journal of Vision, 9(8), 784–784.

    Article  Google Scholar 

  • Sparkman, R., Jr., & Austin, L. M. (1980). The effect on sales of color in newspaper advertisements. Journal of Advertising, 9(4), 39–42.

    Article  Google Scholar 

  • Summers, T. A., & Hebert, P. R. (2001). Shedding some light on store atmospherics: Influence of illumination on consumer behavior. Journal of Business Research, 54(2), 145–150.

    Article  Google Scholar 

  • Sundar, A., & Noseworthy, T. J. (2014). Place the logo high or low? Using conceptual metaphors of power in packaging design. Journal of Marketing, 78(5), 138–151.

    Article  Google Scholar 

  • Trudel, R., & Argo, J. J. (2013). The effect of product size and form distortion on consumer recycling behavior. Journal of Consumer Research, 40(4), 632–643.

    Article  Google Scholar 

  • Tural, M., & Yener, C. (2006). Lighting monuments: Reflections on outdoor lighting and environmental appraisal. Building and Environment, 41(6), 775–782.

    Article  Google Scholar 

  • Uttal, W. R. (1981). A taxonomy of visual processes. NY: Psychology Press.

    Google Scholar 

  • van Rompay, T. J., De Vries, P. W., Bontekoe, F., & Tanja-Dijkstra, K. (2012). Embodied product perception: Effects of verticality cues in advertising and packaging design on consumer impressions and price expectations. Psychology & Marketing, 29(12), 919–928.

    Article  Google Scholar 

  • Verhoef, P. C., Stephen, A. T., Kannan, P., Luo, X., Abhishek, V., Andrews, M., et al. (2017). Consumer connectivity in a complex, technology-enabled, and mobile-oriented world with smart products. Journal of Interactive Marketing, 40, 1–8.

    Article  Google Scholar 

  • Veryzer, R. W., Jr., & Hutchinson, J. W. (1998). The influence of unity and prototypicality on aesthetic responses to new product designs. Journal of Consumer Research, 24(4), 374–394.

    Article  Google Scholar 

  • Wagemans, J., Elder, J. H., Kubovy, M., Palmer, S. E., Peterson, M. A., Singh, M., & von der Heydt, R. (2012). A century of gestalt psychology in visual perception: I. perceptual grouping and figure–ground organization. Psychological Bulletin, 138(6), 1172.

    Article  Google Scholar 

  • Walker, P., Francis, B. J., & Walker, L. (2010). The brightness-weight illusion: Darker objects look heavier but feel lighter. Experimental Psychology, 57(6), 462–469.

    Article  Google Scholar 

  • Wang, Q., Cavanagh, P., & Green, M. (1994). Familiarity and pop-out in visual search. Perception & Psychophysics, 56(5), 495–500.

    Article  Google Scholar 

  • Wansink, B., & Van Ittersum, K. (2003). Bottoms up! The influence of elongation on pouring and consumption volume. Journal of Consumer Research, 30(3), 455–463.

    Article  Google Scholar 

  • Warren, R. M., & Poulton, E. (1966). Lightness of grays: Effects of background reflectance. Perception & Psychophysics, 1(3), 145–148.

    Article  Google Scholar 

  • Yang, S., & Raghubir, P. (2005). Can bottles speak volumes? The effect of package shape on how much to buy. Journal of Retailing, 81(4), 269–281.

    Article  Google Scholar 

  • Zhu, R., & Mehta, R. (2017). Sensory experiences and consumer creativity. Journal of the Association for Consumer Research, 2(4), 472–484.

    Article  Google Scholar 

  • Zhu, R., & Meyers-Levy, J. (2009). The influence of self-view on context effects: How display fixtures can affect product evaluations. Journal of Marketing Research, 46(1), 37–45.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Kevin L. Sample.

Additional information

Publisher’s note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Mark Houston served as Editor for this article.

Electronic supplementary material

ESM 1

(DOCX 67.8 kb)

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

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

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11747-019-00684-4

Keywords

Navigation