This article discusses the role of sensory marketing in driving advertisement effectiveness. It addresses mental simulation, imagery, multi-sensory stimulation, and actual and imagined touch in shaping consumer behavior.
Type: Articles & Papers | 6,119 views
This paper looks at sensory marketing as an opportunity for retailers to differentiate their offerings in an intensely competitive market and “presents the review of different theoretical models on consumer responses to atmospherics.”
Type: Articles & Papers | 1,743 views
An Integrative Review of Sensory Marketing: Engaging the Senses to Affect Perception, Judgment and Behavior
“This review article presents an overview of research on sensory perception. The review also points out areas where little research has been done, so that each additional paper has a greater chance of making a bigger difference and sparking further research.”
Type: Articles & Papers | 2,138 views
This research paper from Kalmar University, Sweden, proposes a sensory marketing model based on the concept of discovery and the relationship between the human mind and our senses.
This journal article published in Psychology & Marketing “reviews the scientific evidence related to visual, auditory, tactile, olfactory, and gustatory aspects of the store environment and their influence on the consumer’s shopping behavior”.
Type: Articles & Papers | 1,298 views
This article applies the theory of Gernot Böhme that labels aesthetics as the science of sensory perception to marketing practice. “The theoretical background is applied to a Starbucks coffee shop as an example for a seductive consumption atmosphere to make evident issues of aesthetic pleasure and aesthetic manipulation.”
Type: Theses & Dissertations | 2,863 views
A Master’s thesis from Iowa State University uses the confectionery retailer, Chocolaterie Stam, as a case study on how appealing to the senses can enhance retail environments and customer experience.
“Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company’s total aesthetic output – its “look and feel” – to provide a vital competitive advantage.”
Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands
“In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use “experience providers” such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences.”
This Master’s thesis looks at human-centred branding and the role of the senses in a study of “the social and cultural meanings consumers attach to brands and branding within the art, science and technology continuum”.
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity. In this article for the Journal of Marketing, the authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral.
This paper examines the multi-sensory brand-experience concept, the significance of the multi-sensory brand-experience in differentiating, distinguishing and positioning a brand in the human mind as an image.
The ability to hear and understand what the other person is saying is crucial to the positive development of any relationship, including the relationship between brand and consumer.
Type: Articles & Papers | 1,241 views
This article presents an overview in the study of sensory marketing and perception, and highlights existing areas where additional research needs to be done.
In the Age of Now many brands have moved beyond implementing pleasant atmospherics and have begun developing immersive sensory experiences for good reason – sensory appeal increases engagement, percentage of footfall in stores and overall sales.