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Theoretical overview on sensory marketing

Author: 
Dissabandara, D. R. and Dissanayake, D.M.R.
Subject Area: 
Social Sciences and Humanities
Abstract: 

Sensory marketing creates an impact on the sense of the consumer, where it also affects perception, judgment and behavior. The main objective of the Sensory marketing is to send a direct message to the consumer’s brain creating an interest, tempting the client to purchase that particular product creating a bond between the client and product. Since the five senses play an important role in the human life, establishing brands with great importance is a key factor in the ever increasing brands in the market. At the same time, Sensory brands help to create a powerful sensory relationship with the client. The literature on Sensory marketing suggests 5 different elements where sensory stimuli are created and consumers can be influenced. They are identified as Visual (Sight), Atmospheric (Smell), Auditory (Hearing), Tactile (Touch) and Gustative (Taste). The sensory elements create sensory expressions and influences grounded cognition and finally it impacts consumer behavior.

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