Optimization of Cooperative Banks' Websites by Application of Persuasive Methods

Table of Content

List of Figures

1 Introduction
1.1 Starting Position
1.2 Objective and Structure

2 Cognitions of Neuromarketing
2.1 Consciousness and Subconsciousness
2.1.1 Pilot and Autopilot
2.1.2 Framing Effect
2.1.3 Priming Effect
2.2 Emotions and Motives of Decisions and Buying Behavior
2.2.1 Interaction of Emotion and Motive Systems: The Limbic® Map
2.2.2 Neurobiological Target Group Segmentation: The Limbic® Types
2.3 Codes
2.3.1 Language
2.3.2 Storytelling
2.3.3 Symbols
2.3.4 Sensors

3 Instruments of Persuasive Webdesign
3.1 Persuasion and Mindset
3.2 Rhetoric
3.2.1 Ethos
3.2.2 Pathos
3.2.3 Logos
3.3 Elaboration Likelihood Model
3.4 Heuristic Systematic Model
3.5 Decision Making Process
3.5.1 Process Phases of the Buying Decision
3.5.2 Influencing Factors of the Buying Decision
3.6 Fogg’s Behavior Model
3.7 Extrinsic Motivation and Flow
3.8 Persuasion by Triggers
3.8.1 Similarity
3.8.2 Selection
3.8.3 Authority
3.8.4 Scarcity
3.8.5 Consistent Behavior
3.8.6 Reciprocity
3.8.7 Social Proof

4 Applicability Analysis for Cooperative Banks
4.1 Cooperative Principles and Values
4.2 Website Objectives
4.3 Online Design Guidelines for Volksbanken Raiffeisenbanken
4.4 Application of Persuasive Webdesign Instruments
4.5 Critical Assessment

5 Conclusion
5.1 Target Achievement
5.2 Prospects

Bibliography

List of Figures

Figure 1: The Limbic® Map

Figure 2: Fogg’s Behavior Model

Figure 3: Limbic Map Design Possibilities

1 Introduction

The increasing requirements for the effectivity of a website and the more and more complex knowledge about human behavioral patterns are challenging the online presen- ce of banks. Nowadays, a good usability by itself is no significant basis for a decision making and the choice of a house bank. The usability is expected. Rather, the user expe- rience is an essential factor for the success of a website. Due to the fact that the human behavior is determined by unconscious patterns it is necessary to take these into consideration when concepting a website in order to develop a user-centered, target- oriented website design. By means of persuasive design it is possible to directly address these behavioral patterns. Therefore it is reasonable to optimize the user experience by the application of persuasive design methods. This shall provide a motivating experi- ence in consideration of decision making tools and motives of the user. In this way it is possible to generate competitive advantage and to gain new customers as well as to boost customer loyalty. Here, the need for emotionalization plays a particularly im- portant role. But especially in view of banking products it is difficult to create an emoti- onal presentation due to the absence of haptics and because accounts are rather a functi- onal instrument and a means to an end than a product with a high pleasure value. Cooperative banks here benefit particularly from competitive advantage. Due to the cooperative idea and their values and principles they are enabled to address (potential) customers emotionally. If values are illustrated the users have the opportunity to identi- fy themselves with those and to bring them in line with their own ideals. Working with the example of Volksbanken Raiffeisenbanken, this thesis examines measures to com- municate cooperative values via a persuasive website design in consideration of the online guidelines of the Bundesverband der Deutschen Volksbanken und Raiffeisen- banken.

1.1 Starting Position

Persuasive design is a comprehensive approach that starts in the early conception phase of a website. Here, one should seriously question what users expect, how they can be motivated and how their processes can be simplified. The website pursues increasingly complex and multilayered goals. Usability is preconditioned by the user and no longer offers a comprehensive solution design to achieve these goals. Usability fundamentally determines to what extent the aims can be reached effectively, efficiently and satisfac- torily from the user’s point of view. In order to achieve the objectives of the particular website it is important to develop the classical models to more innovative models and ideas.

Also the understanding of human behavior and motivation becomes more and more complex. The concept of the homo oeconomicus who makes decisions totally based on cost-benefit optimization is considered disproved from a current standpoint¹. The hu- man behavior is mostly determined by unconscious behavioral patterns. A target group analysis provides important findings about the requirements and wants of the users but often unconscious bases of decision making remain unrecognized, although they in- fluence the buying behavior. It is therefore a need to take account of these behavioral patterns and decision making tools when concepting a website in order to create a user- centered design.

1.2 Objective and Structure

This thesis takes up the idea that human beings can be motivated and influenced in their decisions and establishes a direct link to the field of website design. It elaborates a prac- tical implementation concept for the optimization of the user experience on websites. The objective is to analyze the importance of neuroscientific findings for the website design of cooperative banks. For this purpose, strategies will be explained to motivate the users and to persuade them in their behavior. To influence the effectivity of a web- site it is necessary to describe the theoretical basics of the decision making process. In this process it will be examined to what extent emotions have an impact on the buying behavior and by which instruments and codes to make use of it. The theoretical contents will be transferred to the context of website design. This will connect psychological- scientific findings with economic-marketing-oriented strategies. Through the evaluation of persuasive design methods strategies for an optimized and effective online presence for cooperative banks will be developed.

2 Cognitions of Neuromarketing

Neuroscience is an emerging and interdisciplinary branch of science. It has established itself based on traditional brain research² and makes use of the findings of neurobiolo- gy, neuropsychology and neurophysiology. It analyzes the structure and functions of the nervous system and the anatomy of the human brain³. Neuroscience became popular especially due to the development of the so-called imaging methods, which made it pos- sible to localize brain areas that are activated through stimuli⁴. In recent years, there was a significantly enhanced integration of neuroscience in different fields of social scienc- es⁵. Consequently, new fields of research like neuroeconomics and neuromarketing arised. Neuroeconomics emerged to an independent research field in the late 90s⁶. Ac- cording to Kenning, the importance and popularity of neuroeconomics has arisen only in the last 10 years⁷.

Relating to its contents, neuroeconomics intend to use the findings of neuroscience for economic research purposes⁸. The aim is to analyze the decision making process of human beings and to find out which brain processes have an impact on it⁹. According to Kenning, neuroeconomics make a significant contribution to the further development of economic sciences¹⁰ because theories of eoconomics often are based on assumptions that could not be proved objectively so far¹¹.

Neuromarketing identifies the development of purchase decisions and how to influence them. It is a field of research which works with the findings of brain research and which integrates them in marketing practice¹². The Pepsi and Coca Cola study in 2003 can be considered as the birth of neuromarketing. The consumption of both products without the mention of the brands showed that the consumption of Pepsi leads to a stronger ac- tivation in the brain’s reward center than Coca Cola does¹³. The result was a different one when the probands got to know the brand’s name during the consumption: Pepsi lost brain activation whereas Coca Cola activated further brain areas¹⁴. This study illus- trates the importance of emotions and unconscious behavior in the decision making pro- cess.

2.1 Consciousness and Subconsciousness

The greatest part of all human decisions is made imperceptibly and unconsciously. The shares of conscious and unconscious decisions are differently weighted in science due to the fact that there is no consistently definition of consciousness¹⁵. However, there is agreement in science that the unconscious decision making tops the conscious one¹⁶. According to Zaltman, 95% of all decisions made are unconscious¹⁷. Hence, 95% of all advertising measures are perceived unconsciously. In cognitive science unconscious decisions are described as implicit processes and conscious decisions are described as explicit processes. Explicit decisions are always active. They occur especially in new, complex and important choices¹⁸. The consumer intensively analyzes the decision and is able to explain and comprehend the behavior¹⁹. The implicit system influences the buy- ing behavior by an imperceptible and unconscious process²⁰. It includes subliminal per- ceptions that are not focus of attention and moreover forgotten or displaced memories²¹. The high proportion of implicit processes is caused by evolution in order to enable hu- man beings to react qickly in dangerous situations²². Consequently, perceptions are put into practice without the person having to think about it. Furthermore, there are proven decision and behavioral patterns in the unconscious, which human beings automatically refer to. This makes it possible that decisions can be made within fractions of a se- cond²³. In contrast, explicit processes are slow and inflexible and cause a high energy effort²⁴. Due to this, the brain strives for automated and unconscious processes in order to avoid energy intensive thinking. Aware thinking consumes 20% of the entire energy whereas automated processes of the implicit system only consume 5%²⁵.

A study of Carleton University in Canada from 2006 confirms the existence of uncon- scious behavioral patterns when looking at a website. The respondents were divided into two groups. The first one was allowed to take a look on the website for only half a se- cond, whereas the second group was allowed to study the website as long as they want- ed to. The results showed that the impressions of both respondent groups were nearly identic. With different test criteria there were correlations from r = 0.86 to r = 0.92. It can therefore be concluded that the first impression of a website plays a key role and that it is evaluated within only a few milliseconds. In order to reduce the effort, prede- termined categorisations, such as the halo effect, lead to a quick transfer of the overall impression to other characteristics of the website. Thereby, the consciousness gets re- lieved and less energy is spent²⁶.

2.1.1 Pilot and Autopilot

The explicit system is described by Scheier and Held as pilot²⁷. The implicit system is called autopilot. Within one second, eleven millions of bits reach the memory through our five senses. Only fourty bits of this information are absorbed and processed by the brain²⁸. The other 10,999,960 bits are transferred directly in actions through the unconscious²⁹. The human mind reflects this process as if the particular person made the decision consciously and rationally. In fact, the brain already influenced the human’s behavior before the perceived decision making process³⁰.

The pilot contains the mental activity, rationality and language. All conscious emotions and cognitive processes are placed here³¹. The implicit system, the autopilot, processes the remaining 10,999,960 bits. Automated processes that influence the buying behavior and are activated via codes are placed here³². The autopilot is a self-contained system that works independent from the consciousness. Accordingly, the pilot is unable to sense the processes of the autopilot³³. The behavior results from the processes of both systems. However, there is only a slight correlation between the consciously experi- enced and the implicit processes in the brain³⁴. The own perception differentiates from what really occurs in the organism. This is important for marketing communication be- cause therefore it is necessary to address the autopilot via suitable measures³⁵. The rea- son for the small correlation is that both systems have an impact on different brain are- as. Basically there is no area that is specifically responsible for the consciousness. Yet, the association cortex is especially involved in the development of the conscious³⁶. It is also characterized by its strong connection to the limbic system, which is classified as the brain’s reward center³⁷. Reversely it can be said that information that is not pro- cessed by the association cortex cannot be perceived consciously³⁸.

2.1.2 Framing Effect

The framing effect describes the understanding that perceptions and decisions between options are strongly influenced by the type of presentation, the wording, the context or the situation³⁹. One strategy is the price framing⁴⁰. By a different frame of reference, the price perception and therefore also the decision making process can be influenced. The presentation of product in a particular surrounding can be used as well to influence the consumer’s decision. Through the framing effect it is shown that consuments are affect- ed by external circumstances in their attitude and behavior⁴¹. The framework for deci- sion making is divided into gain and loss scenarios. In a gain scenario it is suggested to the consumer that he wins something. Thus, in a loss scenario the consumer is given the feeling of losing something. If the buying behavior shall be influenced by gain or loss scenarios in the end depends on the product and circumstances. For instance, the word- ings “80% fat-free” and “20% fat” are associated in different ways. Consumers more likely decide for the first version due to the fact that it is more pleasing to renounce 80% fat than consume 20%⁴². Equally, the framing effect can be used on websites. Through gain scenarios such as rewards in terms of price reductions or benefits consumers can be directed to a purchase, without the possibility to be controlled by their consciousness⁴³.

2.1.3 Priming Effect

The priming effect causes the activation of particular imaginations and thoughts by a previous stimulus⁴⁴. Depending on the activation of the previous stimulus different evaluations or perceptions are made. This effect is based on the finding that particular decision making and behavioral fundamentals are connected with each other within neu- ral networks. If this network is addressed by stimuli, then those fundamentals are acti- vated and unconsciously influence the decision making process. The stimuli may appear in a variety of ways, for example through words, images or audio-visual content⁴⁵. Therefore, the decision making process can be influences by the evocation of a particu- lar association.

By means of the priming effect, the consumers’ associations and behavior patterns can be influenced. The priming effect can be subdivided into semantic and affective prim- ing. The semantic priming occurs when a previous stimulus activates the unconscious information intake from the environment. The consument perceives the stimulus implic- itly. It causes associations, for example there is a faster reaction to the word “table” if the previous stimulus contained the word “chair”⁴⁶. Affactive priming is equal to se- mantic priming, but here the stimulus leads to an unconscious behavioral reaction⁴⁷. The person’s behavior gets manipulated without being able to perceive it. The perception, the decoding of the meaning and the activation remains implicit⁴⁸. Scheier and Held proved that even a low perception level of credit card logos in the entrance area of res- taurants lead to the willingness to spend more money on the dinner⁴⁹. Another example is the correlation between the background music and the purchase of wines in super- markets. The demand for French wine increases if French music is played in the back- ground⁵⁰. Consequently, such methods can be used for website design and e-commerce as well⁵¹.

2.2 Emotions and Motives of Decisions and Buying Behavior

Emotions have been a part of marketing and consumer research for a long time. By means of neuroscience and especially by development of the imaging methods, this ap- proach could by physiologically proved by numerous studies and experimental proce- dures⁵². The concept and meaning of emotions are controversial in emotion research. A consistent definition does not exist so far⁵³. Mau defines emotions with four characteris- tic features⁵⁴. Therefore, emotions are current and temporally definable states of a par- ticular quality, intensity and duration. Furthermore emotions are aimed at an object and are consciously experienced. According to Scheibe, emotions exist when those change the subjective sense, thereby influence the behavior and as a consequence cause physio- logical arousal⁵⁵. Moreover, emotions are described as complex constructs that repre- sent a person’s reaction to a personally significant and important situation⁵⁶. Brain re- search provides basic findings about emotions which are relevant for the marketing.

The widespread assumption is that the left hemisphere is rational and the right one is emotional⁵⁷. However, brain studies proved that both hemispheres are emotional. The reason for this is that both hemispheres are connected through innumerable nerve tracts. Those transfer the hormones and messenger substances, which are involved in the emo- tion processing, via the limbic system to the whole cerebrum⁵⁸. In addition, it should be noted that, in terms of anatomy, emotional and cognitive brain areas are not separated by the hemispheres⁵⁹. Consequently, both hemispheres are emotional as well as rational. In the final analysis, the entire brain operates emotionally.

The rationality of the brain consists of avoiding negative emotions and to experience as many positive emotions as possible⁶⁰. The term of logic is often related to rationality, but the striving is a purely emotional process. Therefore, rationality is also an emotional construct and is no opposite of emotions⁶¹.

Based on the finding that the entire brain operates emotionally and that there are no purely rational processes it can be concluded that all decisions are made by emotions. Only by emotions a valuation of objects can exist⁶². According to that, objects that cause no emotions are worthless, and vice versa objects are the more valuable the more positive emotions they give⁶³. So objects are given worth by emotions. This valuation happens unconsciously in the brain and is imperceptible to the human⁶⁴. Hence, emo- tions affect the decision making process unconsciously for the most part⁶⁵. According to Häusel, the percentage of emotional influence on the decision making process is be- tween 70% and 80%, whereas the remaining conscious percentage of 20% to 30% also does not completely result from free choice. Because implicit processes have a high response in the brain, emotions arise a half to one second faster and make decisions already unconsciously. In consequence, the decision is already made even before the consumer becomes aware of it⁶⁶.

Emotions and motives are always regarded in one context. This is due to the different concept application of the particular research areas. In brain research emotions are men- tioned, whereas psychologists use the concept of motives⁶⁷. Neuroscience showed that both systems are based on each other and are consonant⁶⁸. Considering the pathway of activating processes it can be observed that emotions accompany with a target orienta- tion that finally causes motivation⁶⁹. Thus, motives are connected to targets which transact the emotion systems and shall satisfy needs⁷⁰. In turn, imbalances between mo- tives provoke emotions that motivate the particular person to act⁷¹. The aim of market- ing measures is to activate already existing motives of the consumers. With regard to the pathway of activating processes there can be no decision or buying behavior when there is no motivation created⁷². Due to the fact that motives are the result of the emo- tion systems, Häusel found that a precise knowledge of emotion systems in the human brain is the precondition to understand the customer needs and motives⁷³. For this pur- pose, Häusel developed the so-called Limbic® approach, which represents an emotions, motives and personality model⁷⁴. This approach is based on the findings of brain re- search and psychology. It provides a basic understanding of emotions and motives of the consumers and is a useful instrument for the target group identification.

2.2.1 Interaction of Emotion and Motive Systems: The Limbic® Map

The Limbic® Map is a tool to demonstrate value structures of brands and products. It illustrates the emotion systems, the submodules and the mixed forms that are the result of the core emotions and thereby shows human motives and values connected with the particular instructions⁷⁵. In this way the motives of the consumers are clearly analyzed, demonstrated and correlated⁷⁶.

illustration not visible in this excerpt

Figure 1: The Limbic® Map

Source: Taken from: Häusel (2012a), p. 53.

The core systems form the framework of the Limbic® Map. The circles within the map outline the submodules. The values with respect to their emotions are placed inside. The mixed forms are depicted between the actual emotion systems. They result from the independent and yet simultaneous effect of the so-called Big Three⁷⁷. The combination of stimulant and dominance results in the mixed form of adventure/ thrill. The human being wants to experience adventure, which means to discover something new and to prove oneself⁷⁸. The mixture of balance and stimulant results in fantasy/ pleasure. Whereas the stimulant seeks for the exploration of new delights, the balance inhibits it. This results in dreams and fantasy⁷⁹. The last mixed form is discipline/ control, which arises from the balance and dominance system. Dominance causes the exercise of power and control, whereas the balance system provides security and order⁸⁰.

2.2.2 Neurobiological Target Group Segmentation: The Limbic® Types

Pursuant to their emotional categorization, the so-called Limbic® Types can be identi- fied and classified with the help of the Limbic® Map as well⁸¹. The Limbic® Types are the traditionalist, the harmonizer, the open-minded, the hedonist, the adventurer, the performer and the disciplinarian. The traditionalist’s main emotion field is balance. This is why the right, pessimistic hemisphere is more active. Moreover, an increase of stress hormones can be observed⁸². With regard to consumption, the traditionalist prefers proven products that are low-risk and give security⁸³. The traditionalist is price-sensitive due to the fact that high costs go hand in hand with financial risk. The harmonizer is directed by the social modules of bonding and care, which are both part of the balace system⁸⁴. Harmonizers differ from traditionalists in the pronounced social modules and the increased concentration of the hormone Oxytocin, which leads to a stronger want of harmony and security, and which especially affects women⁸⁵. The open-minded is influ- enced by the balance system as well as by the stimulant system. Both hemispheres show activation. The left optimistic hemisphere shows an increased enhancement of dopa- mine, which leads to strong sociability and openness. Moreover, the open-minded at- taches great importance on enjoyment and quality of life⁸⁶. Also the buying behavior is characterized by an enjoyment and experience orientation. The open-minded wants to discover something new and pushes the cost aspect into the background⁸⁷. The hedon- ist’s dominating system is the stimulant instruction. The striving for shrill, extravagant and individualistic objects is the prevalent characteristic of the hedonist. Quality and price play only a subordinate role, however, the demand for innovative products is high in order to stand out from the masses. The combination of stimulant and dominance shapes the type of the adventurer. Along with an increased dopamine of the left hemi- sphere there is also the male hormone testosterone that influences the neuronal activity. Consequently, the adventurer is mostly assigned to men. Through consumption of rele- vant goods the adventurer experiences fun while increasing his performance⁸⁸. This may include an extreme sport or alcohol as well⁸⁹. The performer is characterized by his drive to status and superiority. This is mostly due to a great concentration of testos- terone⁹⁰. In spite of the activity of the left hemisphere, the concentration of dopamine is low. By the consumption of exclusive status objects and luxury goods the performer wants to stand out from others⁹¹. The disciplinarian is influenced by the dominance and balance instruction and is placed in the field of discipline/ control. The right hemisphere is more active what leads to a strong pessimism. The disciplinarian avoids changes and variety and consumes only to satisfy basic needs⁹². His buying behavior is economical due to the fact that he only buys products because of their functionality. The disciplinar- ian sets no great store by trends or innovations.

2.3 Codes

As mentioned above, consumers own different motives that are the outcome of the emo- tion systems. Those motives shall be activated via codes to gain in importance from the perspective of the consumer⁹³. The precondition is that the codes trigger emotions. Codes are stimuli that transfer the messages of the products and objects unconsciously to the brain⁹⁴. Through the perceptible characteristics of products the autopilot gets acti- vated. It registers and decodes the message and links it automatically to a so-called mental concept⁹⁵. This means that the codes get unscrambled and are given importance. Mental concepts work implicitly and are automatically transferred into a buying behav- ior. This process is hidden to the consumers⁹⁶. With regard to the emotion systems a successful code-management refers to the wants of the target group. Conversely, codes can be perceived differently and can also activate a person. The more codes get harmo- nized and transfer the same message, the stronger is the effect⁹⁷. Scheier and Held dif- ferentiate four codes that offer a successful marketing communication and influence the buying behavior positively⁹⁸. These include language, storytelling, symbols and sensors.

2.3.1 Language

Language is an important instrument of communication to influence the cognition of consumers unconsciously. This is by reason of the connection of language and emo- tions⁹⁹. The receiving of linguistic instruments happens explicitly so that the words get cognized by their meaning. However, language can also transfer signals unconsciously through implicit methods¹⁰⁰. The autopilot decodes these signals and connects the emo- tions with the specific code. Implicit linguistic instruments are amongst others the word sound, particular keywords such as “sale” or “discount”, speech melodies or slogans¹⁰¹. An example of Häusel points out the unconscious implications of different word sounds¹⁰². The word “Maluma” was constrasted with the word “Takete”. Whereas the first word sounds soft, the second word was linked to associations like hardness. In rela- tion the Limbic® Map “Maluma” is on the feminine side in the area of the balace and stimulation system. “Takete” is settled in the much more masculine dominance system. This example clarifies the connection of the emotion systems with the language and shows how to activate different target groups via word sounds. Besides it should be not- ed that based on this the linguistic methods can activate different emotions. The code management has to analyze the opportunities of emotional activations and integrate those into the language¹⁰³. In addition, neuroscientific research proves that the convert- ing and storage of words is carried out in different brain areas. In general images cause a higher activation of the brain - and therefore also figurative language¹⁰⁴. On the con- trary abstract words are longer processed in the brain. Consequently they aren’t regis- tered by the autopilot¹⁰⁵. The words that are registered fast are those with an emotional context, which therefore also trigger stronger emotions¹⁰⁶. Besides there are studies that prove that the brain prefers short words and simple sentences and processes them quick- ly¹⁰⁷. Finally the success of the language depends on the emotionality, the choice of picture language and keywords and its simplicity¹⁰⁸.

2.3.2 Storytelling

Based on the finding that the human being mostly acts and decides unconsciously the communication via storytelling is an effective instrument, which functions implicitly¹⁰⁹. Storytelling means the target-oriented adoption of stories in order to transmit the matter of the advertising message efficiently to the consumer and to influence the cognition and behavior¹¹⁰. The brain processes the story with internal information that is stored in the forms of patterns. These patterns may be memories or experiences¹¹¹. Storytelling uses the patterns that are linked to the particular story and therefore create an individual reference to the object or the brand¹¹². The success of this method is due to the fact that the stories access the memories of the consumers and thereby cause strong emotions¹¹³. Again, short and simple stories are more memorable for the brain and can be processed quickly¹¹⁴. Another factor of success is the activation of so-called mirror neurons. By the use of mirror neurons the consumer gets the feeling of being part of the story and to sense the emotions that the story transfers¹¹⁵. Storytelling uses this native mechanism and causes emotions unconsciously.

2.3.3 Symbols

Communication by means of symbols proceeds via the autopilot and is therefore effi- cient¹¹⁶. Symbols can influence the cognition of consumers in different ways. One method is the reaction of learned symbols that transmit a specific message. An example for this is a symbol for special discount¹¹⁷. The precondition for the effectiveness of these symbols is that they are already learned¹¹⁸. If the reaction is known the symbol functions automatically in the autopilot and implicitly connects the code with its mean- ing¹¹⁹. This process happens quickly and automatically and thus is efficient. The out- comes of this are two significant benefits. On the one hand it is the fast transfer of the messages given. On the other hand there is the automated reaction to those. A second possibility is the use of icons. Icons are defined as symbolic images that result from personal experiences. Thereby experiences with a brand or a product can make those to a personal icon¹²⁰. The advantage of icons is the individual connection of the consumer with the object.

2.3.4 Sensors

Sensory perception differentiates between visual, auditory, olfactory, gustatory and haptic signals that are perceived through the sensory organs. The receptors receive those impulses¹²¹. Every object can be fragmented into its physical characteristics, which activate various mental concepts in the brain¹²². Those can have an effect on the person as sensory signals and influence the buying behavior. The perception is a precondition for the effect of the codes. If a signal is not perceived then it consequently can’t be processed in the autopilot¹²³. Marketing can use this knowledge of the implicit impact of sensory codes to differentiate from competitors¹²⁴.

The human receives the majority of information and signals through the eyes. The rate is between 60 and 90 percent. From this it follows that the influence of visual impulses are considered as the most reliable instrument¹²⁵. Forms, motions, designs or colors are part of its area of application¹²⁶. The directed and target group specific use of visual elements has an unconscious effect and initiates emotions. The eye receives the signals in terms of luminous energy. Those signals are transferred to the right hemisphere,

which converts non-linguistic and visual stimuli¹²⁷. Auditory stimuli provide the inter- mediation of information through the ear. In doing so those impulses are transported via sound waves, which are perceived in terms of volume, tone pitch and tone color¹²⁸. Au- ditory signals function implicitly at first until they get into the limbic system. In the limbic system they are linked to emotions and thus gain in importance. Not till then the passive hearing turns into an active listening and then finally into a conscious percep- tion¹²⁹. Research results show that tones and sounds influence the opinion on the quality and value of objects¹³⁰. For instance this can be observed in the automotive industry respective the sound of engines or as well in the choice of background music. Accord- ingly, unconscious emotions and reactions are caused in the brain¹³¹. Olfactory stimuli get into perception via scents and fragrances. Although visual and auditory signals are of prime importance to the human being, the fundamental benefit of scents is the fact that they rarely have a part of consciousness. Consequently they are transferred into the limbic system and turned into behavior immediately¹³². In addition it is found that there is an effect on the hypothalamus. Hormones that activate drives like hunger or thirst in consequence of olfactory impulses are produced here¹³³. The percept and evaluation of a scent is possible to result in an important opinion on the specific object. Is is why scents are perceived as key information from which the whole product quality is suggested. Moreover the opinion is possible to exert influence on the estimation of another impres- sion¹³⁴. This effect is called irradiation. Olfactory stimuli can be produced also in the online trade with suitable marketing communication instruments even though it is im- possible to receive chemical substances for the perception of scents. Closely related to olfactory and visual stimuli there is the flavor perception, which means the feeling and cognition during the ingestion¹³⁵. Characteristics like the taste or the consistency influ- ence the percept. Those have an effect in the insula of the brain where the taste is evalu- ated¹³⁶. Flavor stimuli can be influenced in their cognition by olfactory and visual sig- nals, for example the smell or color of food¹³⁷. Other physical attributes are haptics.

Haptics describe the impact of perception by touching an object with the skin and accordingly hands¹³⁸. Thereby, features like weight, temperature, form or consistency influence the quality evaluation¹³⁹. However, merely 1,5% of all information are received through haptics. According to this visual, olfactory and flavor perception stimuli have a higher importance and influence on the buying behavior¹⁴⁰.

Every sensory characteric of an object activates different brain areas. If several senses are addressed simultaneously, the brain connects the information parts automatically¹⁴¹. It is worthwhile and required that preferably all senses transfer the same message¹⁴². Consequently the neuronal activity of the so-called interneurons is increased, which is also described as multisensory enhancement¹⁴³. From this it follows that stimuli are per- ceived up to ten times stronger than the sum of the single sensations would cause. In specialist literature this effect is called super additivity¹⁴⁴. The finding that is proven by neuroscience is that the brain works multisensory and consequently it is more effective the more senses are addressed¹⁴⁵. The brain puts all cognitions together in the limbic system where those finally are rated emotionally¹⁴⁶. Companies have the possibility by application of the multisensory enhancement effect to successfully differentiate, to de- sign products more attractive and to influence the buying behavior. Yet it is to consider that codes are perceived in several ways and may have different meanings to different customers¹⁴⁷. Moreover there is the risk of a stimulus satiation¹⁴⁸.

[...]

---

¹ Cp. Held, D., Scheier, C. (2006), p. 53 ff.

² Cp. Taverna, N. (2013), p. 10

³ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 2

⁴ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 3

⁵ Cp. Kenning, P. (2012), p. 22

⁶ Cp. Schilke, O., Reimann, M. (2007), p. 249

⁷ Cp. Kenning, P. (2012), p. 23

⁸ Cp. Kenning, P. (2012), p. 22

⁹ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 3 f.

¹⁰ Cp. Kenning, P. (2012), p. 32

¹¹ Cp. Taverna, N. (2013), p. 12

¹² Cp. Häusel, H. (2012c), p. 14

¹³ Cp. Pispers, R. (2013), p. 65

¹⁴ Cp. Häusel, H. (2012c), p. 9

¹⁵ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 159

¹⁶ Cp. Häusel, H. (2012b), p. 23

¹⁷ Cp. Thinius, J., Untiedt, J. (2013), p. 63

¹⁸ Cp. Häusel, H. (2012a), p. 101

¹⁹ Cp. Taverna, N. (2013), p. 109

²⁰ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 127

²¹ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 168

²² Cp. Taverna, N. (2013), p. 109

²³ Cp. Nufer, G., Wallmeier, M. (2010), p. 15

²⁴ Cp. Taverna, N. (2013), p. 109 f.

²⁵ Cp. Häusel, H. (2012a), p. 100

²⁶ Cp. This paragraph: Raab, G., Gernsheimer, O., Schindler , M.(2009), p. 212 f.

²⁷ Cp. Scheier, C., Held, D. (2012), p. 106

²⁸ Cp. Scheier, C., Held, D. (2013), p. 51

²⁹ Cp. Nufer, G., Wallmeier, M. (2010), p. 15

³⁰ Cp. Nufer, G., Wallmeier, M. (2010), p. 14

³¹ Cp. Scheier, C., Held, D. (2013), p. 66

³² Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 214

³³ Cp. Nufer, G., Wallmeier, M. (2010), p. 15

³⁴ Cp. Scheier, C., Held, D. (2012), p. 106 f

³⁵ Cp. Esch, F. (2013), p. 34

³⁶ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 162

³⁷ Cp. Taverna, N. (2013), p. 111

³⁸ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 162

³⁹ Cp. Pispers, R. (2013), p. 95

⁴⁰ Cp. Weissstein, F.L., Monroe, K.B., Kukar-Kinney, M. (2013), p. 510 f.

⁴¹ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 224

⁴² Cp. Pispers, R. (2013), p. 95

⁴³ Cp. Pispers, R. (2013), p. 95

⁴⁴ Cp. Schenk, M. (2007), p. 305

⁴⁵ Cp. Gröppel-Klein, A., Germelmann, C.C. (2009), p. 163 ff.

⁴⁶ Cp. Wentura, D., Frings, C. (2013), p. 29

⁴⁷ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 223

⁴⁸ Cp. Scheier, C., Held, D. (2013), p. 64

⁴⁹ Cp. Scheier, C., Held, D. (2013), p. 63

⁵⁰ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 224

⁵¹ Cp. Pispers, R. (2013), p. 96

⁵² Cp. Bear, M.F., Connors, B.W., Paradiso, M.A. (2009), p. 632

⁵³ Cp. Winder, T. (2006), p. 25

⁵⁴ Cp. Mau, G. (2009), p. 10f

⁵⁵ Cp. Scheibe, S. (2011), p. 62

⁵⁶ Cp. Rost, W. (2003), p. 4

⁵⁷ Cp. Häusel, H. (2012a), p. 90

⁵⁸ Cp. Häusel, H. (2012c), p. 74

⁵⁹ Cp. Scheier, C., Held, D. (2013), p. 30

⁶⁰ Cp. Seßler (2013), p. 26

⁶¹ Cp. Häusel, H. (2012a), p. 73f

⁶² Cp. Häusel, H. (2012b), p. 7

⁶³ Cp. Häusel, H. (2012d), p. 75

⁶⁴ Cp. Häusel, H. (2012b), p. 23

⁶⁵ Cp. Bear, M.F., Connors, B.W., Paradiso, M.A. (2009), p. 635

⁶⁶ Cp. Seßler, H. (2013), p. 26

⁶⁷ Cp. Häusel, H. (2012a), p. 35

⁶⁸ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 245

⁶⁹ Cp. Esch, F., Herrmann, A., Sattler, H. (2013), p. 42

⁷⁰ Cp. Rost, W. (2003), p. 47

⁷¹ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 245

⁷² Cp. Scheier, C., Held, D. (2013), p. 107

⁷³ Cp. Häusel, H. (2012c), p. 76

⁷⁴ Cp. Häusel, H. (2012c), p. 69

⁷⁵ Cp. Häusel, H. (2012a), p. 52

⁷⁶ Cp. Seßler, H. (2013), p. 41

⁷⁷ Cp. Häusel, H. (2012a), p. 50

⁷⁸ Cp. Seßler, H. (2013), p. 41

⁷⁹ Cp. Häusel, H. (2012a), p. 51

⁸⁰ Cp. Häusel, H. (2012c), p. 81

⁸¹ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 252

⁸² Cp. Häusel, H. (2012a), p. 118

⁸³ Cp. Häusel, H. (2012c), p. 87

⁸⁴ Cp. Häusel, H. (2005), p. 50

⁸⁵ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 254

⁸⁶ Cp. Häusel, H. (2012a), p. 119)

⁸⁷ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 254

⁸⁸ Cp. Häusel, H. (2012a), p. 120

⁸⁹ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 255

⁹⁰ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 256

⁹¹ Cp. Häusel, H. (2012a), p. 121

⁹² Cp. Häusel, H. (2012c), p. 89

⁹³ Cp. Scheier, C., Held, D. (2013), p. 107

⁹⁴ Cp. Häusel, H. (2012a), p. 207

⁹⁵ Cp. Scheier, C., Held, D. (2012), p. 28

⁹⁶ Cp. Häusel, H. (2012a), p. 207

⁹⁷ Cp. Häusel, H. (2012a), p. 229

⁹⁸ Cp. Scheier, C., Held, D. (2013), p.77 ff.

⁹⁹ Cp. Häusel, H. (2012a), p.211

¹⁰⁰ Cp. Scheier, C., Held, D. (2013), p. 77

¹⁰¹ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 238

¹⁰² Cp. Häusel, H. (2012a), p. 210

¹⁰³ Cp. Häusel, H. (2012a), p. 211

¹⁰⁴ Cp. Häusel, H. (2012a), p. 212

¹⁰⁵ Cp. Scheier, C., Held, D. (2013), p. 78

¹⁰⁶ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 239

¹⁰⁷ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 239

¹⁰⁸ Cp. Häusel, H. (2012a), p. 214

¹⁰⁹ Cp. Fuchs, W. (2012), p. 139

¹¹⁰ Cp. Pispers, R. (2013), p. 104

¹¹¹ Cp Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 240

¹¹² Cp. Fuchs, W. (2012), p. 141

¹¹³ Cp. Raab, G. Gernsheimer, O., Schindler, M. (2009), p. 240

¹¹⁴ Cp. Fuchs, W. (2009), p. 36

¹¹⁵ Cp. Scheier, C., Held, D. (2013), p. 79

¹¹⁶ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 242

¹¹⁷ Cp. Scheier, C., Held, D. (2013), p. 83

¹¹⁸ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 242

¹¹⁹ Cp. Scheier, C., Held, D. (2013), p. 85

¹²⁰ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 242

¹²¹ Cp. Steiner, P. (2011), p. 9 f.

¹²² Cp. Scheier, C., Held, D. (2012), p. 36 ff.

¹²³ Cp. Scheier, C., Held, D. (2012), p. 44

¹²⁴ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 243

¹²⁵ Cp. Steiner, P. (2011), p. 16

¹²⁶ Cp. Scheier, C., Held, D. (2012), p. 48

¹²⁷ Cp. Steiner, P. (2011), p. 15

¹²⁸ Cp. Steiner, P. (2011), p. 22 ff.

¹²⁹ Cp. Gutjahr, G. (2013), p. 178

¹³⁰ Cp. Häusel, H. (2012a), p. 224

¹³¹ Cp. Steiner, P. (2011), p. 26

¹³² Cp. Häusel, H. (2012a), p. 221

¹³³ Cp. Gutjahr, G. (2013), p. 170

¹³⁴ Cp. Gutjahr, G. (2013), p. 174 ff.

¹³⁵ Cp. Steiner, P. (2011), p.42

¹³⁶ Cp. Häusel, H. (2012a), p. 222

¹³⁷ Cp. Steiner, P. (2011), p. 45

¹³⁸ Cp. Häusel, H. (2012a), p. 225

¹³⁹ Cp. Steiner, P. (2011), p. 31

¹⁴⁰ Cp. Steiner, P. (2011), p. 31

¹⁴¹ Cp. Lindstrom, M. (2012), p. 174

¹⁴² Cp. Scheier, C., Held, D. (2013), p. 90

¹⁴³ Cp. Häusel, H. (2012a), p. 226

¹⁴⁴ Cp. Lindstrom, M. (2012), p. 182

¹⁴⁵ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 235

¹⁴⁶ Cp. Häusel, H. (2012a), p. 227

¹⁴⁷ Cp. Raab, G., Gernsheimer, O., Schindler, M. (2009), p. 244

¹⁴⁸ Cp. Steiner, P. (2011), p. 14