Abstract
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.
Highlights
The act of consumption of goods and services occurs from a functional perspective, and through the personal and social meanings to which they are associated, characterizing a symbolic consumption
It was not possible to verify this relationship in the level of involvement and intention of purchase in the decision of buying a perfume over the Internet, and, still, a negative association was found in the case of sensory elements in the level of involvement
The theoretical contribution of this study was to verify whether marketing strategies that are typically used in physical store environments can be apply in online environments, with a view to the use of internet sales ads
Summary
The act of consumption of goods and services occurs from a functional perspective, and through the personal and social meanings to which they are associated, characterizing a symbolic consumption. In this case, a symbol would be appropriate and influence the consumer's decision-making by acting consistently with the image that the person makes of oneself or what would desire to be (Levy, 1959; McCracken, 1986; Arnould & Thompson, 2005, 2007). To explore the symbolic aspects of the products, the companies constantly use sensory marketing. Sensory strategies seek to clarify the identity and values of a brand by functional aspects, but through emotional and psychological elements, creating subconscious triggers for the consumer perception of the abstract aspects of the product, such as elegance, sensuality, and modernity, for example (Krishna, 2012)
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