How Does Sensory Marketing Affect Consumer Behavior?

1775 Words 8 Pages
Definition Traditionally there are 5 senses, sight, touch, taste, smell, and hearing. Sensory marketing is based on the theory that conscious awareness, embodied cognition, and bodily sensations help determine the decisions consumers make (The Science of Sensory Marketing, 2015). Establishing a sensory signature has become vital to specialists who are trying to make a lasting impression on consumers. Throughout this paper multiple forms of sensory marketing will be touched on.
Why?
Sensory marketing allows specialist to campaign and create products that stimulate one or more senses in order to attract consumers and create repeat buyers. Advertisers learn to deploy cues that can intensify perceptions of a brand. Perception is the process
…show more content…
Odors are able to invoke memories, create a feeling, and tap into emotions, or even relieve stress (Solomon, 2013, p.52). The effect scent marketing has on consumer behavior is the concept that relates to my daily life the most. Scent marketing is why I make most of my purchases when it comes to my favorite topic, food. When strolling through the mall the one thing that will stop me almost every time is the smell of Auntie Anne’s Pretzels, or The Pizza Place’s pizza. The scents will lure me in despite the fact that I’ve spent my rent money at the stores I visited prior to smelling the aroma. Specialists utilize this weakness and position brands to meet the needs of consumers. If the food tastes as good as it smells people are likely to return. Bright lights are visually stimulating and if a store or restaurant creates a relaxed but organized ambiance people are more likely to step inside. If it is cold inside they may not stay long, but it is how a marketing team chooses to engage the audience’s senses that will make them stay longer and make a purchase. Sound is another tactic used to engage an audience. Music, sounds, and tunes are used to capture the audience’s attention. Audio watermarking is a popular technique used to implant a tune into the minds of its audience, like an “earworm” …show more content…
Connecting visually is a more traditional marketing strategy, but the difficulty brands are facing in the modern era is cutting through the noise and onslaught of advertising. Sight is a screening sense (Harrop, 2014). Smell and taste are processed through the limbic system, or “reptilian” part of the brain, while words and pictures are sorted through the cortex or rational thought portion of the mind (Harrop, 2014). Memories created by brand signatures can be detrimental to a brand. For instance, McDonalds for many years was associated with the smell of stale French fry cooking oil, which reflected poorly on their brand perception. Specialist had the ability to neutralize and even change customer perception through creating a signature brand fragrance (Harrop,

Related Documents