experiences—visual, auditory, gustatory, tactile, olfactory, thermal, and/or kinesthetic. Krishna (2012) in her integrative review paper on the effect of senses on perception, judgment, and one’s behavior eloquently documents the powerful effects of sensory pleasure (displeasure) on psychology. The psychological distance from a brand is short when a customer consumers’ appreciates its sensorial or ability to build a brand that aesthetically pleasing qualities. Starbucks’ evokes pleasure from multiple sensory modalities (e.g., hot, strong tasting coffee with a pleasant aroma/a visually and aurally pleasing retail atmosphere allowing for relaxation and exemplifies a brand that reduces the psychological distance through aesthetic/hedonic elements. The opposite is also true. When a brand has sensorial or aesthetically displeasing qualities, the psychological distance is far. The psychological distance Enabling (disabling)-the-self via product and service performance between the self and a brand is also influenced by the extent to which a brand creates a sense of an efficacious and capable self, enabling a consumer to exert control over his or her environment so as to approach desired goals and avoid undesired ones. Creating a sense of efficacy is not only contingent on consistent and reliable product performance but also on its direct implications on own assessment of the self. Psychological distance has been shown to be short when one’s brands make individuals feel autonomous and in control of their selves (Giles & Maltby, 2004). For example, or in adverse Swiss Army Knives’ versatile applications Glock’s endurance conditions contribute to close relationship with the brands by fostering in consumers consumers’ a sense of mastery over their environment. This leads to a higher level of attachment. The opposite is also true. When a brand interferes with (or hinders one from) being efficient and attaining an able self, one is likely to be psychologically distant (aversive) to it.
experiences—visual, auditory, gustatory, tactile, olfactory, thermal, and/or kinesthetic. Krishna (2012) in her integrative review paper on the effect of senses on one’s perception, judgment, and behavior eloquently documents the powerful effects of sensory pleasure (displeasure) on consumers’ psychology. The psychological distance from a brand is short when a customer appreciates its sensorial or aesthetically pleasing qualities. Starbucks’ ability to build a brand that evokes pleasure from multiple sensory modalities (e.g., hot, strong tasting coffee with a pleasant aroma/a visually and aurally pleasing retail atmosphere allowing for relaxation and exemplifies a brand that reduces the psychological distance through aesthetic/hedonic elements. The opposite is also true. When a brand has sensorial or aesthetically displeasing qualities, the psychological distance is far. Enabling (disabling)-the-self via product and service performance The psychological distance between the self and a brand is also influenced by the extent to which a brand creates a sense of an efficacious and capable self, enabling a consumer to exert control over his or her environment so as to approach desired goals and avoid undesired ones. Creating a sense of efficacy is not only contingent on consistent and reliable product performance but also on its direct implications on one’s own assessment of the self. Psychological distance has been shown to be short when brands make individuals feel autonomous and in control of their selves (Giles & Maltby, 2004). For example, Swiss Army Knives’ versatile applications or Glock’s endurance in adverse conditions contribute to consumers’ close relationship with the brands by fostering in consumers a sense of mastery over their environment. This leads to a higher level of attachment. The opposite is also true. When a brand interferes with (or hinders one from) being efficient and attaining an able self, one is likely to be psychologically distant (aversive) to it.
AA%20Model%20of%20Customer_Brand_Relationships%20Jan_09_2013-2.docx