Title

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

Document Type

Article

Date of Original Version

5-1-2020

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.

Publication Title

Journal of the Academy of Marketing Science

Volume

48

Issue

3

Share

COinS