Sensory marketing : an introduction / Bertil Hultén.

Includes bibliographical references (pages 213-225) and index.

1. Sensory marketing principles — 2. The sensory brain — 3. Sensory principles for vision — 4. Sensory principles for sound — 5. Sensory principles for smell — 6. Sensory principles for touch — 7. Sensory principles for taste — 8. Multi-sensory principles.

In sensory marketing, the human senses have a significant impact on individual's emotions, cognitions, and behavior in buying and consumption processes. So far, marketing, branding, and retailing theories have ignored the importance of the human senses for business practice. In a global consumption culture, individualization as lifestyle is a major driving force for companies in creating multisensory experiences, especially for generations X, Y and Z. This book presents the notion of sensory marketing, the role of the human brain and the characteristics of the five human senses in relation to societal cultures and service environments, as well as brands and products. In particular, how sensory cues and stimuli, sensory perceptions and sensory symbolism are related to individuals' affections, cognitions, and behavior. Moreover, multisensory interplay is presented in understanding its impact on the individual's product choice, product evaluation and purchase decisions. Every chapter presents a case study illustrating the leading principles behind sensory marketing.