Note on Sensory Marketing: Shaping Consumer Perception and Behavior

by: Aradhna Krishna

Publication Date: March 1, 2019
Length: 16 pages
Product ID#: 7-480-176

Core Disciplines: Marketing/Sales, Strategy & Management

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Teaching Note

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Description

How do our senses affect which products we like and don’t like? How can products be made more sensorially engaging? What should managers consider when devising sensory marketing strategies?

As companies are becoming more aware of consumers’ subconscious responses to products and services, they are relying less on traditional advertising and marketing and more on the products, themselves, to influence customers by stimulating an emotional response. This conceptual note defines sensory marketing, its theoretical foundations, and how it can best be used to shape consumer perception and behavior. It explores how¬† deliberate sensory inputs can impact customers on a subconscious level by triggering positive emotional responses to products and brands through sight, sound, smell, taste and touch. The note also discusses advances in neuroscience and neuro-imaging techniques that have enabled more effective use of sensory marketing.

Teaching Objectives

After reading and discussing the material, students should:

  • Examine the importance and the foundation of sensory marketing.
  • Explain how sensory marketing works to cut through the "advertising clutter" of thousands of products.
  • Identify various examples of sensory marketing and show how they can work to achieve different marketing objectives such as increase attachment to the product, enhance memory, increase perceived product efficacy, increase purchase intention, change perceptions, etc.
  • Analyze the scientific basis for various sensory marketing effects.