Sensory Marketing : The Mind, Sight, Touch, Taste, Smell, And Hearing

1775 Words Dec 1st, 2016 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 people use to decipher, organize, and interpret sensations, which are the response to a sensory receptor being stimulated (Solomon, 2013). Typically sensory responses to multiple stimulation don’t happen in isolation (Harrop, 2014). Visually stimulating materials such as sleek styles or packaging can further a campaign. Communication strategies used by specialists to communicate with consumers’ visual channels include store design, color, and size as well (Solomon, 2013). If a product is visually stimulating consumers are more likely to make a purchase. Scent marketing is the use of smells and aromas for marketing and commercial purposes to set a mood or promote products or a brand (What is Scent marketing definition?, n.d.).…

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