Words are not simply the flat, black-and-white letters as depicted in the dictionary. They are three-dimensional objects that contain feelings, sounds, and pictures when they are said or read. We use words to represent the sensory experiences of sight, sound, touch, taste and smell. The map we use to describe and interpret an experience is based upon one of three channels of information — visual, auditory, and kinesthetic. “Visual” refers to pictures and imagery, “auditory” to sounds, and “kinesthetic” refers to touch and tactile feelings.
Research: How Sensory Information Influences Price Decisions
Words, sights, and sounds can lead consumers to put different values on products.
July 26, 2013
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Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.