Unveiling the Senses: A Bibliometrics Analysis on the Role of Sensory Marketing in impacting Consumer Behaviour

Abstract

In the dynamic landscape of contemporary business, companies are constantly seeking innovative strategies to captivate consumers, forge memorable brand experiences, and ultimately foster brand loyalty. Amidst this quest for differentiation, one phenomenon has emerged as a powerful and immersive tool – Sensory Marketing. This paradigm shift in marketing strategies transcends traditional approaches, harnessing the human senses to create an emotional connection between consumers and brands. Sensory marketing is a multifaceted concept that integrates the human senses – sight, sound, touch, taste, and smell – into the marketing mix to evoke emotions, stimulate memories, and influence consumer behavior. Unlike conventional marketing methods that primarily rely on visual and auditory stimuli, sensory marketing leverages a holistic approach, engaging consumers on a deeper, more visceral level. The genesis of sensory marketing can be traced back to the realization that consumers are not mere rational decision-makers but emotional beings whose perceptions and preferences are profoundly shaped by sensory experiences. Visual elements, such as logos and packaging design, appeal to the sense of sight, while auditory stimuli, such as jingles or brand sounds, create a sonic brand identity. Tactile experiences, from the texture of products to the feel of a retail environment, engage the sense of touch. Furthermore, taste and smell, often overlooked in traditional marketing, are harnessed in industries ranging from food and beverage to retail, creating memorable sensory imprints. This research paper aims to provide a comprehensive understanding of the theoretical frameworks that underpin sensory marketing, drawing on psychological and neuro scientific perspectives to unravel the intricacies of human sensory perception. By synthesizing existing literature, we seek to establish a foundation that not only explicates the role of sensory marketing in shaping consumer behavior but also sheds light on its practical applications for businesses across diverse industries. Keywords: Sensory, Sensory marketing, Marketing, Sensory Experience, Stimuli, Senses, Psychological Marketing, Neuro Scientific Marketing, Consumer behavior, Customer Experience.