Multisensory Marketing Research Articles

Multi-Sensory Marketing and Impulsive Buying Behavior: The Role of Impulsive Buying Traits

The rapid growth of the retail market, coupled with increased consumer income, has led to a surge in impulsive and unplanned shopping. This study aims to examine the relationships between multi-sensory marketing, customers' moods, impulsive buying traits, and impulsive buying behavior, using the Stimulus-Organism-Response (S-O-R) model. Customers' mood acts as a mediator and impulsive buying traits as a moderator. The researchers surveyed 450 consumers in Vietnam using the method of non-probability sampling and analyzed the data using SPSS and Smart PLS 4.0. The results show that customers' moods and impulsive buying traits positively influence impulsive buying behavior, with impulsive buying traits also significantly moderating the relationship between mood and impulsive buying. Additionally, customers' moods mediate the relationship between multi-sensory marketing and impulsive buying behavior. This research fills gaps in previous research by incorporating multi-sensory marketing and impulsive buying traits as variables and provides managerial implications for businesses and retailers to develop effective marketing strategies to encourage impulsive purchases and increase sales. Academically, the research reaffirms the relevance of the S-O-R model in the retail context and paves the way for future investigations into consumers' impulsive buying behavior. Doi: 10.28991/ESJ-2024-08-05-05 Full Text: PDF

Role of Multisensory Marketing of Bath Amenities in Luxury Hotel Customers' Perceived Value

ABSTRACTThe popularity of sensory marketing has piqued the interest of luxury service providers in designing service environments to stimulate the senses of customers seeking a unique luxury experience. Providing high‐quality hotel products allows an opportunity to gain a competitive advantage through brand differentiation. This study explores the link between the multisensory marketing of bath amenities (stimulus), perceived value (organism), and behavioral intention (response) based on the stimulus–organism–response framework. The data were collected from luxury hotel customers in the United States. Structural equation modeling was used to test the proposed relationships. The results show that customers with a high level of sensory experience tend to perceive high hedonic, quality, and prestige values. Further, perceived value affected customers' behavioral intentions (i.e., purchase and revisit intentions) through satisfaction. These findings offer useful guidelines for service providers on how they can achieve sustainable growth by differentiating brands using sensory attributes.

Multi-sensory marketing and purchase intentions of senior high school students in Divine Word College of San Jose

Multi-sensory marketing and purchase intentions of senior high school students in Divine Word College of San Jose

Visual elements in advertising enhance odor perception and purchase intention: The role of mental imagery in multi-sensory marketing.

Sensory marketing is a critical tool for product merchandising. However, there is still a lack of in-depth research on the relationship between sensory elements and the role of sensory elements on consumer perception and behavior, making it difficult for retailers to integrate various sensory elements effectively. This research was conducted to examine the relationship between visual stimuli and odor, and the effects of sensory elements on mental imagery, odor perception, and behavior. Taking aromatic product merchandising as an example, in study 1, odor-related visual elements in advertising were extracted and categorized into two factors: concreteness and decoration elements. In study 2, a laboratory experiment was conducted to uncover differences in the impact of two visual factors on mental imagery. In addition, the facilitating role of mental imagery in enhancing the pleasantness of odor and purchase intention and the partial mediation of pleasantness of odor were also identified. This study holds both theoretical and practical implications in multi-sensory marketing.

Exploration of Online Marketing Strategies for Young Entrepreneurs Under the Background of Big Data Accuracy

This paper mainly studies the development and breakthrough of young entrepreneurs in multi-sensory marketing strategies in online marketing. Based on the background of big data, the combination of online marketing and sensory marketing was studied and discussed by using qualitative research, focus groups, literature research, measurement research and other methods, and concluded that online sensory marketing is indeed a hot topic at present, which has been valued by young entrepreneurs and brands. Some progress has been made, but deeper extended studies can be conducted.

The Effect of Multi-Sensory Marketing on Non-Economic Performance of Ghana’s Restaurants

The Effect of Multi-Sensory Marketing on Non-Economic Performance of Ghana’s Restaurants

Dijital Çağda Tüketicinin Duyularına Hitap Etmek: Çoklu Duyusal Pazarlama Üzerine Bir Araştırma

21. yüzyıl hem tüketici hem de markalar açısından büyük değişimlerin yaşandığı bir dönemdir. Markaların temel amacının ürünü satmaktan çok ürünü yaşatmak olduğu, ürünün özelliklerinden ziyade marka hikâyelerinin konuşulduğu, tüketicinin elde edeceği faydadan ziyade tüketici psikolojisinin ön planda tutulduğu duygu çağının temelinde, çoklu (beş boyutlu) duyusal deneyim yatmaktadır. Tüketicinin görme, koklama, tatma, işitme ve dokunma duyularına hitap eden çoklu duyusal deneyim, markaların gerek pazarlama iletişimi gerekse reklam stratejileri içerisinde önemli bir yere sahiptir. Özellikle COVID-19 süreciyle hızlanan dijitalleşme, genç tüketicilere farklı deneyimler sunmak isteyen markaları, çoklu duyusal pazarlamaya yöneltmiştir. Bu çalışma tüketicilerin gerek geleneksel mağaza atmosferinde gerek ise çevrim içi web ortamında yaratılan duyusal pazarlama unsurlarının tüketici alışveriş deneyimi üzerine etkisini betimsel olarak analiz etmektedir. Araştırmada üç ana kategori belirlenmiş ve yarı yapılandırılmış derinlemesine mülakat tekniği kullanılarak 18-24 yaş aralığında 14 kişi ile görüşülmüştür. Bulgular hem geleneksel hem de dijital alışveriş sırasında genç tüketicilerin beş duyusunun aktif olarak uyarıldığı duyusal deneyimler istediklerini ortaya koymaktadır. Dijital alışverişte görsel ve işitsel deneyimler ön plana çıkmakta, ancak markalar görsel unsurlara önem verirken işitsel tarafta yetersiz kalmaktadır. Genç tüketiciler duyuların internetini ve beş duyuya hitap eden alışveriş deneyimini yaşamak isteseler de tat ve koku duyularına ulaşabilecek bir internetin 10 yıldan önce mümkün olmayacağını düşünmektedirler. Araştırma, genç hedef kitlelerin yalnızca bir ürün veya hizmet bulma/satın almaya değil, aynı zamanda duyusal ve benzersiz bir deneyime de ihtiyacı olduğunu göstermektedir.

Analisis Islamic branding hotel syariah sebagai tujuan wisata halal

This study aims to examine the multisensory marketing and brand experience variables on brand loyalty by using the Muslim customer perceived value variable as an intervention. This study uses multiple linear regression and path analysis as research methods. The data used in this study is primary data, using survey questionnaires and interviews as data. The questionnaires distributed were 100 respondents. The object of this research is the Islamic hotel Multazam Kartasura. The results of this study indicate that the Multisensory Marketing variable has a positive and significant effect on Brand Loyalty. Then the Brand Experience and Moslem Customer Perceived Value variables have a positive and significant effect on Brand Loyalty. Multisensory Marketing and Brand Experience have a positive and significant effect on Muslim Customer Perceived Value. In the path analysis test, the Moslem Customer Perceived Value variable is able to mediate the influence of Multisensory Marketing and Brand Experience on Brand Loyalty.

Effect of Sensory Marketing on Repurchase Buying Intention on E-Commerce Platforms Through Satisfaction, Trust and Word of Mouth in Vietnam

This study was conducted with the goal of exploring and assessing the impact of sensory marketing on young people aged 18 to 25 years old in Hanoi's repeat purchase intention on e-commerce platforms. The research was done with 595 respondents who met the author group's criteria. SPSS 26.0 software (scale testing using Cronbach's Alpha coefficient, exploratory factor analysis, EFA) and AMOS 24.0 software were used to analyze and evaluate the data (CFA confirmatory factor analysis). The findings suggest that the influence of sensory marketing has a beneficial impact on young people's inclination to buy fashion clothes and goods on e-commerce platforms again. Keywords: Sensory marketing, multi-sensory marketing, e-commerce, repeat purchase, Hanoi, young people. DOI: 10.7176/JESD/13-7-09 Publication date: April 30 th 2022

The One Thing You Need to Change Is Emotions: The Effect of Multi-Sensory Marketing on Consumer Behavior

Retailers are increasingly aware of the importance of store atmosphere on consumers’ emotions. The results of four experimental studies demonstrate that the sensory cues by which customers sense products and the amount of (in)congruency among the sensory stimuli of the products affect consumers’ emotions, willingness to purchase, and experience. In the presence of moderators such as colors, jingles, prices, and scent imagery, when facing sensory-rich experiential products (e.g., juice, coffee, hamburger, soda) with different sensory cues, consumers’ emotions, willingness to purchase, and experience depend on affective primacy and sensory congruency. The results (1) facilitate an improved consideration of the role of the interaction of sensory cues on customer emotions, (2) have consequences for outcomes linked with sensory congruency and affective primacy, and (3) help clarify possible incoherence in preceding studies on cross-modal outcomes in the setting of multi-sensory marketing.

Multisensory marketing: effects of environmental aroma cues on perception, appetite, and consumption of foods and drinks

• Effect of aromas on appetite differ by context (laboratory vs. field) and delivery method (length, intensity of exposure). • There has been a shift in sensory research to incorporate more realistic contexts including virtual reality. • Novel aromatizers and analytics facilitate the ability to more accurately predict consumer response to aromas. We review recent research on the effects of food and beverage aromas on appetite and consumption. The results are mixed, suggesting that the size and direction of effects may depend on contextual factors such as laboratory versus field setting, length and intensity of aroma exposure, and so on. Our review also documents an increasing tendency toward conducting sensory research in contexts that incorporate more realism, either through the use of field settings or technology such as virtual reality headsets. We also note several recent methodological advances likely to enhance the field’s ability to accurately predict the effect of aromas on human behavior.

Research on the Impacts of Multisensory Marketing on Customer Loyalty Based on Data Analysis

The last several decades have witnessed the wide application of multisensory marketing techniques in hospitality industry. It is widely acknowledged that sensory experience adds value to brand equity. However, the impacts of multisensory marketing on customer loyalty in luxury hotels still remain unknown. This study examines the relationship between multisensory marketing and customer loyalty in luxury hotels. A structural equation model which reveals the relationship between 10 variables of five-sense marketing and 4 variables of customer loyalty was built by AMOS 22.0. Based on the framework, a questionnaire survey targeting on 300 consumers of luxury hotels was conducted. The result showed that visual, olfactory, auditory, tactile and gustative are able to improve customer loyalty in luxury hotels effectively. Meanwhile, it also revealed that tactile (touch) marketing has the most remarkable impacts on the customer loyalty of luxury hotels, followed by visual, gustative, olfactory and sound marketing.

Multisensory marketing in the luxury hotel industry: effects on brand experience and customer perceived value

In the luxury industry, multisensory marketing as a basis for value creation and unique experiences is increasingly gaining in importance. Luxury hotels in particular may apply various sensory stimuli to stand out from competition and provide memorable stays. The study confirms all stated causal relationships between multisensory marketing, brand experience, customer perceived value, brand perception and consumer behaviour, using partial least squares structural equation modelling. The results reveal visual, acoustic and gustatory perception to be the most effective sensory drivers and financial aspects to be the most relevant value driver. The findings further show that multisensory marketing is most effective in creating experiences when linked to relevant values. Finally, brand experience and customer perceived value are most powerful in affecting consumer behaviour via a positive brand perception.

Multisensory marketing in the luxury hotel industry: effects on brand experience and customer perceived value

In the luxury industry, multisensory marketing as a basis for value creation and unique experiences is increasingly gaining in importance. Luxury hotels in particular may apply various sensory stimuli to stand out from competition and provide memorable stays. The study confirms all stated causal relationships between multisensory marketing, brand experience, customer perceived value, brand perception and consumer behaviour, using partial least squares structural equation modelling. The results reveal visual, acoustic and gustatory perception to be the most effective sensory drivers and financial aspects to be the most relevant value driver. The findings further show that multisensory marketing is most effective in creating experiences when linked to relevant values. Finally, brand experience and customer perceived value are most powerful in affecting consumer behaviour via a positive brand perception.

Study on the Sustainable Development Model of Industrial Heritage

As crucial urban resources, industrial heritage occupies an important geographic location of the city, and it is generally of historical value, social value, technological or scientific value, economic value, and aesthetic value. The paper selected TESTBED2 as the case to study for it is the typical light industrial remains after the industrial revolution in Chongqing. This paper tried to discuss conservation of industrial heritage from multi-sensory marketing and Sustainable development. The paper evaluated the industrial heritage TESTBED2, and provided new methods for the reform of the industrial wasteland, and brought new landscape forms and looked forward to the model and tracks for the protection and reuse for the industrial industry, so as to realize the sustainable development of the industrial heritage.

Тенденції розвитку комплексу додаткових послуг для створення конкурентних переваг готелю

Hotel complexes offer a considerable number of services that are aimed at satisfying the specific desires of consumers. Today the number of consumers who are not satisfied with the monotony of standard hotels is constantly increasing, and when planning a holiday they pay special attention to the environmental aspects of travel and accommodation, location of the institution and the state of the territory, the type and feature of the building, the comfort and design of the premises. Travelers want the hotels they stay in to participate in eco-activities and programs, as environmental conservation is a priority for many. The article substantiates the feasibility of providing additional services in modern hotels in order to provide competitive advantages in the market of such services. It has been determined that multisensory marketing is required to attract a guest to the hotel, as evidenced by marketing practices and branding theory. In addition, it is confirmed that the establishment has eight mandatory features with a list of services that meet the high standard of hotel: personalized premium service, access to secure storage, free internet access, branded bathrobes, 24-hour room service, luxury furniture and bedding, concierge / maid service, location. Priority directions of development of additional services of the hotel have been determined, since further development of the hospitality industry is practically impossible without the use of modern technologies for attracting clients, at the same time it is the focus on additional services that can become a decisive factor in choosing an accommodation establishment.

Spectators’ sensory experience and sociability at the American racetrack

ABSTRACT Rationale: When attending live motorsport events, spectators watch, hear, smell, taste, and touch the multifarious stimuli that permeate their environs. The resulting perceptions would seem likely to facilitate motorsport spectators’ sociability. A systematic attempt has to be made to know how motorsport spectators’ sociability is expressed differently by their perceived sensory stimuli. Design: This study examines how motorsport spectators’ social interaction, sense of community, and social consumption differ by level of sensory experience. At a local racetrack located in the American Southeast, 237 spectators answered questions via self-administered questionnaires. Collected data were analyzed via a Kruskal–Wallis H test. Findings: The results suggest that motorsport spectators who are highly stimulated by sensory stimuli tend to interact with other spectators and feel a sense of belonging with them. Practical Implications: Local racetracks should facilitate spectators’ sensory experiences for creating the social atmosphere of an event. For this aim, the racetrack’s management needs to implement multi-sensory marketing toward their promotional activities. Research Contribution: The findings provide a platform from which sport consumer behavior scholars may better understand the dynamics of spectators’ sensory experience and sociability.

МАРКЕТИНГОВЫЕ ИНСТРУМЕНТЫ МАНИПУЛЯЦИИ ПОТРЕБИТЕЛЬСКИМ СОЗНАНИЕМ

Every year profitable and developed companies invest millions of dollars into the study of consumer consciousness, into the process of decision making about the purchase inventing new ways of manipulating consumer mind. This is possible due to the fact that the consumer makes most of his purchases impulsively, without realizing the affecting factors and giving in to momentary emotions. Besides, knowledge of consumer psychology is used by city malls and stores to increase sales of various goods and services manifold. In the environment of a fierce competition companies use brain sciences for analysis of the purchasing process and studying latent factors stimulating consumers to buy. Neuromarketing is practiced in many countries, including Russia. Neuromarketing techniques capable to persuade consumer to make a purchase bring success to trading companies and provide a strong position in the market. Studying manipulation techniques of consumer behavior in the market allowed to arrange them, determine the most efficient stimulation methods of consumer’s subconsciousness and methods of momentary purchase. In the science there is a concept ‘multisensory perception’ that includes data received by a person through sense organs (eye-sight, hearing, olfaction). The popular manipulating methods are systems of discount, packing shapes, attracting celebrities, empathy, comparison effect, etc. The main task of multisensory marketing is that purchasing goods wouldn’t produce cognitive dissonance in consumer.

Sensory stimulation for sensible consumption: Multisensory marketing for e-tailing of ethical brands

Amidst strong competition and lack of resources and functional superiority, ethical brands may seek an experiential approach to marketing online. A between-subjects online experiment (N = 308) shows that ethically-congruent visual and auditory cues, and a tactile priming statement, positively influence consumers' willingness to pay (WTP) for an ethical brand online. Altruistic and Biospheric value-orientation (ALTBIO) and Need for Touch (NfT) were considered as moderators to account for specific segments. For consumers with high ALTBIO, the effects of visual and auditory cues are mediated by Consumer Perceived Brand Ethicality (CPBE). Tactile priming has a significant effect only for consumers with high NfT. However, the interaction between the three cues has a positive effect on WTP irrespective of CPBE, ALTBIO, and NfT. Findings illustrate multisensory marketing's efficacy in fostering sensible consumption (considerate of natural and societal environments and their inhabitants) online for the mass-market and specific segments by creating an experiential customer judgement-context.

Sensory Stimuli in Print Advertisement – Analyzing the Effects on Selected Performance Indicators

The multisensory marketing approach is often associated with the creation of memorable consumer experiences. In contrast, the broad field of advertisement is increasingly struggling to appeal effectively to the consumer. Thus, the implementation of multisensory aspects in traditional advertisement activities might be promising. In the given context of the print advertisement, the empirical results of this research provide evidence that the application of multisensory stimuli is an important success factor in creating experiences and influencing the perception of product design. As there is great potential in the haptic and olfactory senses, marketing managers can appeal to consumers by using, for example, singular scents or special materials. However, to address consumers effectively, marketing managers must be aware of both the explicit and implicit effects when implementing different sensory stimuli to ensure that there is no conflict between the perception levels.