Question

Given what we have studied in this chapter about sensory marketing, what experimental outcomes do you predict will occur?

Answer 1

American Marketing Association says that Sensory marketing is a selling technique that aims to seduce the consumer by utilizing his senses to control his feelings and behavior. We can expect the following outcomes:

1) Consumers are able to see, feel, listen, and encounter a brand comprehensively by means of providing customers special encounters by exciting human's senses, galvanizing the brand, and strengthening communication via making a product triable and through concept stores.

2) Complete background music at the stores, like of Starbucks, provide a fresh and healthy environment to consumers regardless of countries and experience. This experience is not only in areas of taste, but also olfactory, optical, tactile, and audible sense that gives it a competitive advantage over other cafes.

3) Buyers make more impulsive shopping when they're overstimulated. Loud sound, heavy odors etc leads to the sensory overload that decreases self-control and forces to purchase.

4) Several people have a positive acknowledgment to touch, which can be helpful in services. During a comfortable touching encounter, the hormone oxytocin is delivered, which leads to peace and well-being. This influences buying of service.

5) Decorated packaging used in the kind of holiday promotions, gift boxes and seasonal goods such as Christmas cookies enhanced their sense of taste for customers.

6) The menu exhibited with delicious pictures and accompanied rich product displays again boost impulsive purchases.