IMPACT OF SENSORY MARKETING ON CONSUMER BEHAVIOR
Keywords:
Sensory marketing, human senses, brands, consumers
Abstract
When making purchase decisions, consumers rely more on their emotions than on their minds. The senses allow people to connect with the world around them, but also to fully experience brands and to make consumers emotionally connected to them. The field of marketing, which deals with the study and use of human senses in branding, is known in the literature as sensory marketing. Today, it is necessary to offer consumers a full experience through brands through all five human senses. Only in this way companies can compete with their competitors in the market and accurately respond to the needs and desires of consumers. This paper explores the effects of sensory marketing methods on consumers. The main aim of this paper is to draw the attention of marketers to the possibilities of these methods to create an emotional connection between consumers and brands.
References
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Spangenberg i dr. 1996: Spangenberg E., Crowley A.E. and Henderson P.W. Improving the store environment: do olfactory cues affect evaluations and behaviors?Journal of Marketing, 60(2), 67–80.
Spence 2012: Spence, C. Managing sensory expectations concerning products and brands:Capitalizing on the potential of sound and shape symbolism. Journal of Consumer Psychology, 22(1): 37-54.
Spence - Wang 2015: Spence, C. and Wang, Q. Sensory expectations elicited by the sounds of opening the packaging and pouring a beverage. Flavour, 4(35): 1-11.
Summers - Hebert 2001: Summers, T.A. and Hebert, P.R. Shedding some light on store atmospherics. Influence of illumination on consumerbehavior. Journal of Business Research, Vol. 54(2): 145-150.
Schifterstein 2006: Schifterstein, H.N.J.The perceived importance of sensory modalities inproduct usage: A study of self-reports. Acta Psychologica, 121(1): 41-64.
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Farias i dr. 2014: Farias S.A.‚ Aguiar E.C. and Melo‚ F.V.S. Store atmospherics and experiential marketing: A conceptual frame work and research propositions for An extraordinary customer experience. International Business Research‚ 7(2) ‚ 87-99.
Herz – Inzlicht 2002: Herz, R.S. and Inzlicht, M. Sex differences in response to physical andsocial factors involved in human mate selection: The importance of smell forwomen. Evolution and Human Behaviour, 23(5): 359-364.
Hinestroza – James 2014: Hinestroza, N.B. and James, P.T.J. The effects of sensory marketing on the implementation of fast food marketing campaigns. Journal of Management and Marketing Research, 14(1): 1-11.
Horen - Mussweiler 2014: Horen, F.V. and Mussweiler, T. Soft assurance: Coping with uncertainty through haptic sensations. Journal of Experimental Social Psychology, 54(1): 73-80.
Hulteni dr. 2009: Hulten, B., Broweus, N. and Dijk, M.V.Sensory Marketing.London: Palgrave Macmillan.
Hulten 2011: Hulten, B. Sensory marketing: the multi-sensory brand-experience concept. European Business Review, 23(3): 256-273.
Célier 2004: Célier, P. Le marketing sensoriel (Sensorial marketing). Mohammedia ENSET School.
Citrini dr. 2003: Citrin, A.V., Stem, D.E., Spangenberg, E.R. and Clark, M.J. Consumer need for tactile input An internet retailing challenge. Journal of BusinessResearch, 56(11): 915-922.
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Creusen - Schoormans 2005: Creusen, M.E.H. and Schoormans, J.P.L. The different roles of product appearance in consumer choice, „Journal ofProduct Innovation Management” Vol. 22(1), p. 63 - 81.
Yoon – Park 2012: Yoon S.J. and Park J.E. Do sensory ad appeals influence brand attitude? Journal of Business Research‚ 65(11): 1534-1542.
Yorkston 2010: Yorkston, E. „Auxillary auditory ambitions: Assessing ancillary and ambient Sounds“. Sensory Marketing: Research on the sensuality of products. Ed.Krishna Aradhna. New York:Routledge,157-167.
Wiedmanni dr.2013: Wiedmann, K.P., Hennigs, N., Klarmann, C. and Behrens, S. Creating. Multi-sensory experiences in luxury marketing. Marketing Review St. Gallen, 30(6): 61-70.
Auvray – Spence 2007: Auvray, M. and Spence, C. The multisensory perception of avour. Consciousness and Cognition, 17(3): 1016-1031.
Achrol - Kotler 2012: Achrol, R.S. and Kotler, P. Frontiers of the marketing paradigm in the third millennium. Journal of the Academy of Marketing Science, 40: 35-52.
Baltezarević - Baltezarević 2019: Ivana Ž. Baltezarević and Radoslav V. Baltezarević. Prikrivenooglašavanje u novimmedijima, Baština, sv. 48, 171-179. doi: 10.5937/bastina1948171B (171).
Benachenhoui dr. 2018: Benachenhou, S.M., Guerrich, B. and Moussaoui, Z. The effect of packaging elements on purchase intention: case study of Algerian customers.Management ScienceLetters, 8(4): 217-224.
Boyd 2011: Boyd, C.V.J. Touch matters: exploring the relationship between consumption and tactile interaction. Social Semiotics, 21(4): 531-546.
Brakusi dr. 2009: Brakus, J. J., Schmitt, B. H. and Zarantonello, L. Brand experience: What is it? How is it measured? Does it affect loyalty?Journal of Marketing, 73(3): 52-68.
Bruner 1990: Bruner, G.C. Music, mood, and marketing. Journal of Marketing, Vol. 54(4): 94 -103.
Bhatt i dr. 2018: Bhatt, A.Y., Rajsthan, U. and Bapna, I. Perception of Youth towards sensory marketing. International Research Journal of Indian Languages, 6(3): 157-160.
Gains 2014: Gains, N. Brand essense using sense, symbol and story to design brand identity. London, UK & USA: Kogan Page.
Deliza – MacFie 1996: Deliza, R. and MacFie, H.J.H. The generation of sensory expectation by
external cues and its effect on sensory perception and hedonic ratings: A review. Journal
of Sensory Studies, 11(2): 103-128.
Ditoiu – Caruntu 2014: Ditoiu, M.C. and Caruntu, A.L. Sensory Experiences regarding five-dimensional brand destination. Procedia-Social and Behavioral Sciences, 109(1):301-306.
Draelos 2013: Draelos, Z.D., MD. To smell or not to smell? That is Question. Journalof Cosmetic Dermatology, 12(1): 1-2.
Zarantonello – Schmitt 2010: Zarantonello, L. and Schmitt, B. Using the brand experience scale to profile consumers and predict consumer behavior. Brand Management, 17 (7): 532-540.
Kellaris – Kent 1994: Kellaris, J.J. and Kent, R.J. An exploratory investigation of responses elicited by music varying in tempo, tonality andtexture. Journal of Consumer Psychology, Vol. 2(4): 381 - 401.
Klatzky - Peck 2012: Klatzky, R.L. and Peck, J. Please touch: Object properties that invite touch.
IEEE Transaction on Haptics, 5(2): 139-147.
Kraus 2010: Kraus, M. W., Huang, C. and Keltner, D. Tactile communication, cooperation, and performance: An ethological study of the NBA. Emotion, 10(5):745-749.
Krishna – Schwarz 2012: Krishna, A. and Schwarz, N. Sensory marketing, embodiment, and groundedcognition: A review and introduction. Journal of ConsumerPsychology, 24(2):159-168.
Krishna 2012: Krishna, A. An integrative review of sensory marketing: Engaging the senses to affect perception, Judgement and behaviour. Journal of Consumer Psychology, 22(3): 332-351.
Krishna i dr. 2016: Krishna, A., Cian, L. and Aydinoglu, N.Z. Sensory aspects of Packagedesign. Journal of Retailing, 93(1): 1-12.
Krishna 2017: Krishna, A., Cian, L. and Aydinoglu, N.Z. Sensory aspects of purchase design. Journal of Retailing, 93(1): 43-54.
Lindstrom 2015: Lindstrom, M. Broad sensory branding. Journal of Product and BrandManagement, 14(2): 84-87.
Lund 2015: Lund, C. Selling through the senses: Sensory appeals in the fashion retail environment. Fashion Practice.The Journal of Design, Creative Process and the fashion industry, 7(1): 9-30.
Merz i dr. 2009: Merz, M.A., He, Y. and Vargo, S.L.The evolving brand logic: a service-dominant logic perspective. Journal of the Academy of Marketing Science, 37: 328-344.
Moreira i dr. 2017: Moreira, A.C., Fortes, N. and Santiago, R. Influence of sensory stimuli on brandexperience, brand equity and purchase intention. Journal of Business Economics and Management, 18(1): 68-83.
Morrin - Ratneshwar 2000: Morrin, M. and Ratneshwar, S. The impact of ambient scent on evaluation, attention, and memory for familiar andunfamiliar brands. Journal of Business Research, Vol. 49(2): 157 - 165.
Peck – Childers 2003: Peck, J. and Childers, T.L. Individual differences in haptic information processing: The Need for touch scale. Journal of Consumer Research, 30(3): 430-442.
Peck i dr. 2009: Peck, J. and Shu, S.B.The effect of mere touch on perceived ownership. Journal of Consumer Research, 36(3): 434-447.
Pine – Gilmore 1998: Pine, J. and Gilmore, J. The experience economy. Boston: Harvard Business School Press.
Ratneshwar – Mick 2005: Ratneshwar, S.and Mick, D. Inside consumption. London: Routledge.
Rieunier 2002: Rieunier, S. Le marketing sensoriel du point de vente (Sensorial marketing strategies). Applied Research in Marketing, 17, 40-45.
Sliburyte – Skeryte 2014: Sliburyte, L. and Skeryte, I. What we know about consumers colourperception. Procedia-Social & Behavioral Sciences 156(1): 468-472.
Spangenberg i dr. 1996: Spangenberg E., Crowley A.E. and Henderson P.W. Improving the store environment: do olfactory cues affect evaluations and behaviors?Journal of Marketing, 60(2), 67–80.
Spence 2012: Spence, C. Managing sensory expectations concerning products and brands:Capitalizing on the potential of sound and shape symbolism. Journal of Consumer Psychology, 22(1): 37-54.
Spence - Wang 2015: Spence, C. and Wang, Q. Sensory expectations elicited by the sounds of opening the packaging and pouring a beverage. Flavour, 4(35): 1-11.
Summers - Hebert 2001: Summers, T.A. and Hebert, P.R. Shedding some light on store atmospherics. Influence of illumination on consumerbehavior. Journal of Business Research, Vol. 54(2): 145-150.
Schifterstein 2006: Schifterstein, H.N.J.The perceived importance of sensory modalities inproduct usage: A study of self-reports. Acta Psychologica, 121(1): 41-64.
The Columbia Encyclopedia 2008: Sound, The Columbia Encyclopedia, извор: http://bit.ly/p0Ksg7 [приступњено: 13.12.2019].
Farias i dr. 2014: Farias S.A.‚ Aguiar E.C. and Melo‚ F.V.S. Store atmospherics and experiential marketing: A conceptual frame work and research propositions for An extraordinary customer experience. International Business Research‚ 7(2) ‚ 87-99.
Herz – Inzlicht 2002: Herz, R.S. and Inzlicht, M. Sex differences in response to physical andsocial factors involved in human mate selection: The importance of smell forwomen. Evolution and Human Behaviour, 23(5): 359-364.
Hinestroza – James 2014: Hinestroza, N.B. and James, P.T.J. The effects of sensory marketing on the implementation of fast food marketing campaigns. Journal of Management and Marketing Research, 14(1): 1-11.
Horen - Mussweiler 2014: Horen, F.V. and Mussweiler, T. Soft assurance: Coping with uncertainty through haptic sensations. Journal of Experimental Social Psychology, 54(1): 73-80.
Hulteni dr. 2009: Hulten, B., Broweus, N. and Dijk, M.V.Sensory Marketing.London: Palgrave Macmillan.
Hulten 2011: Hulten, B. Sensory marketing: the multi-sensory brand-experience concept. European Business Review, 23(3): 256-273.
Célier 2004: Célier, P. Le marketing sensoriel (Sensorial marketing). Mohammedia ENSET School.
Citrini dr. 2003: Citrin, A.V., Stem, D.E., Spangenberg, E.R. and Clark, M.J. Consumer need for tactile input An internet retailing challenge. Journal of BusinessResearch, 56(11): 915-922.
Costa i dr. 2012: Costa M.F.‚ Patricia‚ Z. Natasha‚ R. Jessica‚ A. and Maria‚ G.V. Sensory marketing: consumption experience of the Brazilian in the restaurant industry. International Journal of Business Strategy‚ 12(4), 165-171.
Creusen - Schoormans 2005: Creusen, M.E.H. and Schoormans, J.P.L. The different roles of product appearance in consumer choice, „Journal ofProduct Innovation Management” Vol. 22(1), p. 63 - 81.
Yoon – Park 2012: Yoon S.J. and Park J.E. Do sensory ad appeals influence brand attitude? Journal of Business Research‚ 65(11): 1534-1542.
Yorkston 2010: Yorkston, E. „Auxillary auditory ambitions: Assessing ancillary and ambient Sounds“. Sensory Marketing: Research on the sensuality of products. Ed.Krishna Aradhna. New York:Routledge,157-167.
Wiedmanni dr.2013: Wiedmann, K.P., Hennigs, N., Klarmann, C. and Behrens, S. Creating. Multi-sensory experiences in luxury marketing. Marketing Review St. Gallen, 30(6): 61-70.