A Study on the Influence of Senses and the Effectiveness of Sensory Branding

Abstract

The human senses have long been unnoticed, despite their responsiveness being of great importance. The five human senses are of great importance for an individual’s experience of different purchase, frequency of purchase and consumption process. It is through the human senses that a customer can differentiate one brand from similar brands. Marketers have to market their brand or the dedicated point of sale (POS) along with the sensory attributes like touch, taste, smell, sight and sound that will generate the activation of emotions that make customers desire a given product. This is called “Sensory Branding”. Multi-sensory brand experience when more than one of the five senses contributes to the perception of sensory experience and how an individual reacts when a firm interacts. Multisensory convergence zones in the human brain indicate that one sense can be affected by relations with other senses.