Sensory Marketing Research Articles

Сенсорный маркетинг в условиях диджитал-экономики

In the context of the increasing complexity of marketing relations associated with the transformation of understanding the role of the consumer, the issues of a deeper study of consumer behavior and its features in the “black box” model are of particular importance, since understanding consumer motives and reactions to marketing incentives will contribute not only to sustainable production and sale of goods, increasing the effectiveness of marketing solutions and maximizing profits in the long run, but also to the fast search and selection of goods by consumers that really meet their needs. The development of sensory marketing, taking into account the emergence of new neuromarketing technologies, meets the challenges of modern society. Previous studies of the influence of sensory stimuli on consumer behavior, as a rule, focused on the use of traditional marketing tools (observation, survey, focus groups, etc.), as a result of which only one-sided results of visible consumer reactions were obtained, which do not always reflect their true intentions to purchase a product. Marketing concepts in the context of changing market relations during the transition to a post-industrial society are examined; identifies the place of sensory marketing in the digital economy and its importance in the transformation of society into a humane community, shows the relationship between sensory marketing and neuromarketing, the use of technological tools which will allow to obtain hidden neurophysiological reactions of consumers to marketing incentives, which will provide a comprehensive an approach to evaluating incentive triggers in the purchase decision-making process. The role of neuroethics in conducting these studies is indicat.

실감형 미디어아트의 시각 의미 연구 - 디스트릭트(d’strict) 작품을 중심으로

The purpose of this study is to analyze the visual meaning of realistic media art. First, realistic media art, Roland Barthes' semiotics, and Bernd H. Schmitt's experiential marketing are the background of academic analysis. Second, after categorizing district works by category, the semiotic meaning of each work is analyzed, and five types of experiential marketing are analyzed. This study limited the scope of the study to the works that won the main prize at the ‘iF Design Awards in Germany from 2020 to 2024, and then conducted a case analysis in the commercial service sector and the art service sector. As a result of the study, it was found that both sectors are the same in that they take sensory marketing and emotional marketing, but there is a difference in that the commercial sector focuses on behavioral marketing and the art sector focuses on cognitive marketing. Finally, this study suggests a theoretical basis that can contribute to the development of realistic media art by combining the semantic function of the semiotic perspective with the experiential marketing strategy.

Impact of Sensory Marketing on Consumer Behaviour: Gender Differences in Aroma, Music, and Visual Aesthetic Preferences in Coffee Shops

The study investigates the impact of sensory marketing on consumer behaviour in coffee shops, with a focus on gender differences. Utilizing sensory stimuli such as aroma, music, and visual aesthetics, the research examines how these elements shape the customer experience. A mixed-methods approach was employed, integrating quantitative survey data and qualitative interview insights. ANOVA results revealed statistically significant gender differences in responses to aroma and music stimuli (p < 0.05), with females exhibiting stronger preferences for ambient scents and males showing a higher tolerance for louder music. Effect sizes indicated moderate-to-large differences in sensory preferences between genders. These findings offer valuable guidance for coffee shop marketers, particularly for brands like Starbucks, to craft targeted sensory strategies that enhance customer satisfaction and loyalty by aligning marketing efforts with gender-specific preferences.

Beyond Sensory Boundaries: Innovative Applications of Synesthetic Design in Shaping Deep Brand Perceptions and Experiences

With the development of modern technology and concepts, the object of design expands from material form to non-material form, and the product modeling design gradually develops towards all-round perception and experience. Products are not only the carrier of function, but also the medium of emotional communication. In an era of information overload and short consumer attention spans, building deep and lasting brand perceptions has become a major challenge for marketers. The researcher explores the innovative application of synesthetic design principles, clarifies the role of synesthetic imagery interoperability and design expressions, constructs a design translation path of synesthetic imagery interoperability with the product as the medium and emotion as the dominant, and explores the process and verification method of the application of synesthetic imagery interoperability in the product styling design, so that synesthetic design can be used as a strategic tool that transcends the boundaries of the traditional sensory marketing, and thus cultivates deep brand experience and cognition. We use the generic design as a strategic tool to transcend the boundaries of traditional sensory marketing, thus cultivating profound brand experience and cognition. By integrating multi-sensory experiences and utilizing the inherent cross-modal correspondences between different sensory modalities, synesthetic design facilitates comprehensive and immersive brand interactions. Through a combination of theoretical exploration and empirical analysis, the researchers demonstrate how synesthetic design can significantly enhance brand memorability, differentiation and emotional resonance. It further explores how the experience of empathy influences consumer behavior and brand loyalty through underlying psychological mechanisms. The results emphasize the potential of synesthetic design in building deeper and more intuitive connections between consumers and brands. The application of synesthetic imagery interoperability to product styling design can elevate users' sensory experience to emotional experience through the use of synesthesia, which provides a new path for product styling design application research.

Emotional Artificial Intelligence and Brand Association: A Neuro-Bibliometric Study

This study conducts a comprehensive bibliometric analysis to explore the research landscape in neuromarketing and brand association. With a growing interest in the neural mechanisms influencing consumer behavior, neuromarketing leverages neuroscientific techniques like fMRI, EEG, and eye tracking to uncover subconscious decision-making processes. The study aims to map research trends, identify key themes, and highlight influential works within this field. Using data from Scopus and Web of Science, the methodology includes examining publication growth, geographic distribution, co-authorship networks, and keyword co-occurrence over the past two decades. The data collection process employed effective keywords such as "neuromarketing," "brand association," "EEG," "fMRI," and "consumer behavior," ensuring a comprehensive dataset of peer-reviewed articles. The findings reveal significant growth in publications, with notable contributions from North America and Europe, and increasing input from Asia. Key insights highlight the central role of emotional engagement, sensory marketing, and the integration of advanced technologies like AI and deep learning in neuromarketing research. The study emphasizes the need for more longitudinal studies to understand the long-term impacts of neuromarketing strategies and calls for cross-cultural comparisons to enhance the global applicability of the findings. Concluding, the research identifies literature gaps and offers practical recommendations for marketers to leverage neuromarketing techniques to boost consumer engagement.

Unpacking the Influence of Visual Density on Pizza Packaging: Sensory Expectations and Purchase Intentions.

Visual density, defined as the number of identifiable elements per unit area within a visual design, significantly influences consumer perceptions. This study investigates the effects of varying visual densities in pizza packaging, encompassing both food-related and decorative elements, on consumers' expectations regarding taste and texture, ultimately influencing their purchase decisions. We conducted a controlled experiment where participants were presented with pizza boxes of differing visual densities. Participants rated their expectations regarding the taste and texture of the pizza, as well as their purchase intentions. Additionally, we measured consumption frequency to evaluate its moderating influence on the observed effects. Results indicate that high-visual-density packaging significantly heightened expectations of taste and texture, independent of the element's nature-whether food-related or decorative. Enhanced sensory expectations fully mediated the relationship between visual density and purchase intentions. Additionally, high consumption frequency amplified the effect of high visual density on sensory expectations and purchase intentions. These findings contribute to sensory marketing theory by highlighting the importance of visual density in packaging design and the role of consumption frequency. They provide practical implications for food packaging strategies aimed at enhancing consumer experience and satisfaction.

Mapping the Evolution of Sensory Marketing: A Bibliometric Analysis

Mapping the Evolution of Sensory Marketing: A Bibliometric Analysis

UNIVERSITY STUDENTS’ ONLINE FOOD DELIVERY (OFD) USAGE INTENTION: INVESTIGATING THE ROLE OF SENSORY MARKETING AND PERCEIVED BENEFITS

Background and Purpose: The increase of mobile phone usage in Malaysia had contributed to the increasing habit of purchasing food through online food delivery (OFD) service platforms. Sensory marketing is a conceptual strategy that helps to appeal to human five senses. It is utilized as promotion made on social media using ads or attractive photos in order to attract customers to order food through the social media platform. This study aims to investigate the role of sensory marketing (sight and touch) and perceived benefits (convenience and product variety) to predict university students’ online food delivery (OFD) usage intention. Methodology: Structural equation modelling is used to accomplish the objectives of this study with the analyses of 400 university students who were surveyed through Google form application. Findings: The findings concluded that both sensory marketing and perceived benefits influence university students’ OFD usage intention. The strongest predictor of OFD usage intention among students is ‘touch’ element representing sensory marketing followed by convenience (perceived benefits), product variety (perceived benefits) and sight (sensory marketing). Contributions: The findings contribute to the relevant literature by improving the knowledge of online food delivery (OFD) usage intention and it may be beneficial to the foodservice providers for continuous improvement of their business. Keywords: Sensory marketing, perceived benefits, online food delivery app. Cite as: Shun Han, K., Abdul Rais, A. R., Tamby Chik, C., & Jaafar, S. N. (2024). University students’ online food delivery (OFD) usage intention: Investigating the role of sensory marketing and perceived benefits. Journal of Nusantara Studies, 9(2), 297-317. http://dx.doi.org/10.24200/jonus.vol9iss2p297-317

The color-flavor incongruency effect elicited by flavor stimuli and words

Previous research has shown that consumers associate specific packaging colors with flavors to generate the color-flavor associations for packaging. Previous studies have also demonstrated that people search more slowly for a product when its color is incongruent with its flavor label than when it is congruent with this flavor, indicative of a packaging color-flavor incongruency effect. Here we report a behavioral study designed to investigate whether actual flavor stimuli can also elicit this effect, and if so, how the effect differs when flavor cues are presented as flavor words versus flavor stimuli. Participants were asked to search for a beverage product labeled with a specific flavor after either tasting flavor stimuli or viewing a flavor word. The results showed that the participants responded faster and more accurately when they were cued by flavor words than flavor stimuli. Moreover, we also found that both flavor stimuli and flavor words could elicit the packaging color-flavor incongruency effect, and the effect elicited by flavor stimuli was greater than that elicited by flavor words. The findings of the present study provide empirical evidence of the crossmodal influence of flavor information on visual search, and also have direct implications for using sensory marketing strategies to enhance consumers’ product search efficiency.

Sensory marketing: the mediating role of hedonic emotions between multisensory experiences and mall patronage intention

PurposeProviding positive and memorable shopping experiences has become essential for retailers. As the retail industry strives to create multisensory experiences for consumers, it is equally important to understand the emotions and pleasure such experiences evoke. The current study aims to investigate how multisensory experiences induce hedonic emotions in retail shoppers. It explores the mediating role of hedonic emotions in between multisensory experiences and shopping mall patronage intention.Design/methodology/approachThe study is descriptive; the data was collected using the mall intercept survey method. A total of 380 shoppers participated in and responded to the survey administered at the mall. The collected responses are analyzed using partial least squares structural equation modeling.FindingsOur findings support the idea that hedonic emotions play a significant role in the retail environment by influencing retail patronage intentions. Also, the multisensory experiences have a positive effect on patronage intention as well as the hedonic emotions of shoppers.Research limitations/implicationsThe present study provides theoretical and managerial implications for academicians and retail marketing.Originality/valueThe present research contributes to the existing literature by introducing the concept of multisensory experiences in the retail context and its impact on hedonic emotions and adding to the concept of inference theory.

Mapping the field of sensory marketing: a comprehensive bibliometric analysis

Purpose The objective of this review article is to meticulously examine and critically evaluate the present body of literature on sensory marketing. The study aims to explore this domain’s latest trends and prospects using diverse metrics such as annual publication trends, authorship patterns, most cited publications, sources analysis, co-citation patterns, keyword analysis and thematic analysis. Design/methodology/approach In the study, bibliometric analysis is used to assess the different advancements in the field. To perform performance analysis, science mapping and network analysis, VOSviewer, Bibloshiny and MS Excel are used. Additionally, the Scopus database is used to extract literature related to the subject area. Findings The most cited author of the domain is Biswas D, while the most prolific source of the domain is Plos One, additionally “An integrative review of sensory marketing: Engaging the senses to affect perception, judgment, and behavior” is stated as the most cited publication in the domain. Moreover, experiential marketing is reported as the most important keyword of the domain. Additionally, other findings reported are stated in the main body of the research study. Practical implications Practical implications of the study extended to marketing practitioners, future researchers and various stakeholders interested in the subject area. Originality/value What stands this research paper apart from other studies is the comprehensive approach to the evaluation of literature using VOSviewer, Bibloshiny and MS Excel and in-depth evaluation of the domain using performance analysis, science mapping, network analysis and thematic analysis.

SENSORY MARKETING AND PURCHASING BEHAVIOR LINKING COFFEE FAMILIES' CULTURE WITH THE CONSUMER

Sensory marketing focuses on generating a positive experience for users through their senses, their past, their imagination or their emotions; and in tourist businesses such as coffee shops, which share the characteristics of a restaurant and a bar, it connects the tourist with the culture of the coffee families of the place visited. This research identifies the relationship between sensory marketing and purchase behaviour by assessing consumer needs and characteristics that are presented when purchasing a product in coffee shops in emerging economy countries. This is a quantitative, non-experimental, cross-sectional, correlational research, with a sample of 400 customers of coffee shops in Peru and Colombia under a probabilistic sampling, using a 33-item questionnaire for data collection and IBM SPSS as an instrument for quantitative data analysis. The results show a moderate and significant positive relationship of 0.576 in Peru and 0.419 in Colombia between sensory marketing and purchase behavior. It is also highlighted that for the Peruvian consumer, the management of the senses (50.2%) and pre-purchase moment (47%) are important, and for the Colombian consumer the management of emotions (71.3%) and post-purchase moment (67.9%) are important. It is concluded that there is a relationship between sensory marketing and purchase behavior in the coffee shops studied, so it is recommended to address sensory marketing strategies and emphasize the sensory experience during the consumer's purchase process, highlighting the culture of coffee families as a competitive advantage.

미용실 선호도에 따른 체험마케팅 효과 연구

This study aimed to explore variations in the five senses of sensory marketing across beauty salon preferences. To achieve this, a questionnaire survey was conducted among 330 beauty salon customers. The results revealed the following findings: The selection criteria, preferred forms, and service types, which constitute the three elements of preference for a hair salon, displayed notable distinctions in every aspect of sensory marketing, encompassing visual, olfactory, gustatory, and tactile experiences. Nevertheless, no significant differences were observed in the auditory element. Consumers who prioritize skilled expertise and amicable service tended to be particularly attuned to visual, gustatory, and tactile experiences. Conversely, those who select hair salons based on factors like pricing, word-of-mouth referrals, and social media promotion were more responsive to olfactory sensations. In general, auditory aspects were found to play a minor role in overall preferences. This study is significant as it opens new avenues for research on sensory experiences in the beauty industry, where emotional factors often influence decision-making. The findings are anticipated to be valuable in leveraging the strategic importance of incorporating all five sensory elements in the field of hair salons.

Effect of ambient scent temperature on food choice: perspectives from the construal-level theory and sensory marketing

PurposeAs humans are influenced by their environment, this study explores how different construal levels of ambient scent temperature affect consumers’ food choices.Design/methodology/approachThis study employed a series of experimental methods from three studies, totalling five experiments. The experiments involved both laboratory and field settings, as well as neuroscientific techniques, thus generating empirical evidence.FindingsThree studies were conducted to investigate how construal levels of both ambient scent temperature and tasks influenced food choice. Study 1 found that the construal level of ambient scent temperature significantly affected the type of food consumed. Study 2 included the task’s construal level as another factor to examine whether it interacted with the ambient scent temperature construal level. Both factors were significant, but only when perceived by the participants simultaneously. If the task’s construal level was manipulated before exposure to the ambient scent temperature, the latter did not have a significant effect. Study 3 employed a neuroscientific method to explore the mechanism behind the match between ambient scent temperature and food choices based on construal levels. The congruence of ambient scent temperature and food choice based on construal level enhanced positive emotions.Research limitations/implicationsThe sample size, although in line with other neuroscientific studies, was not sufficiently large for robust generalizability. This limitation can encourage future research to increase the number of participants and thus enhance the accountability of the findings. Another limitation is the participants’ cultural background.Practical implicationsThis study’s practical implications are twofold. First, odour intensity was perceived to be the strongest in hot samples (Kähkönen et al., 1995), and we confirmed how ambient scent temperature can influence one’s food choice. Thus, food business operators can use warm ambient scent temperatures to promote hedonic food or snacks. Second, participants’ positive emotions were enhanced by the congruence of ambient scent temperature and food choice.Social implicationsThe association between ambient scent temperature and food choice has been extensively researched. However, this study provides an empirical explanation for the application of CLT. Accordingly, we performed a series of laboratory and field experiments using behavioural and neuroscientific approaches. The results confirmed that the construal level of ambient scent temperature significantly affected food choice. Moreover, the FAA revealed that one’s positive emotions would be prompted if there was congruence in the construal levels of ambient scent temperature and food choice.Originality/valueThis study has theoretical and managerial value because people’s poor understanding of food selection is affected by ambient scent temperature. Moreover, its novelty lies in the application of a neuroscientific approach to one experiment.

Sensory Marketing and Willingness to Pay a Premium Amount: Investigating the Mediating Effect of Customer Loyalty

Sensory Marketing and Willingness to Pay a Premium Amount: Investigating the Mediating Effect of Customer Loyalty

The Effect of Sensory Marketing, Brand Experience, Brand Image, and Perceived Service Quality on Brand Loyalty with Customer Satisfaction as an Intervening Variable (Study Conducted on Luxury Brand Product Consumers): A Conceptual Paper

The Effect of Sensory Marketing, Brand Experience, Brand Image, and Perceived Service Quality on Brand Loyalty with Customer Satisfaction as an Intervening Variable (Study Conducted on Luxury Brand Product Consumers): A Conceptual Paper

Local Coffee Shop Use of Sensory Marketing to Maintain Customer Loyalty: The Mediating Role of Customer Satisfaction

Indonesia boasts the world's fourth-highest coffee consumption, with demand steadily rising. Interestingly, nearly 25% of coffee drinkers are social drinkers, which means they enjoy coffee primarily when catching up with friends at cafes. However, the coffee shop market is saturated, leading to fierce competition among coffee shops struggling to retain customers. Loyalty is scarce, with most customers flitting between cafes. This study explores whether customer satisfaction mediates the impact between sensory marketing and loyalty. This study aims to analyze and test this connection within the Indonesian coffee shop landscape. This research focuses on loyal customers of the chosen cafes, targeting those who have visited more than once. The method used in this study is quantitative with the technique of distributing questionnaires, then the results will be calculated using SMART PLS ver. 3.9 accompanied by descriptive analysis for explanation. The study indicates that sensory marketing strategies can boost customer satisfaction, which in turn contributes to loyalty. The research recommends that businesses focus on sensory marketing as it is vital for building lasting connections with customers and retaining their loyalty.

Gender impact on consumer perception of packaging colour based on neuromarketing algorithms

The introduction of neuromarketing tools has created additional opportunities for deciphering consumer behaviour through studying neurophysiological responses to marketing incentives. The article aims to examine the effect of packaging colour on consumer behaviour when choosing cheese products. The principles of sensory marketing constitute the methodological framework of the study. It applies neurophysiological methods to investigate consumer reactions during visual examination of the packaging colour. Electroencephalogram (EEG) recordings and emotional responses identified by the Facial Action Coding System are used as empirical evidence. Vectors of emotional response were assessed using EmoDetect software. The research results show that the cheese packaging colour affects consumer choice, and its perception varies by gender and product group. According to EEG data analysis, the most intense emotional response in women was triggered by red cheese packaging, while blue packaging produced the least intense reaction. In men, it was black and white colours of boxes that induced the strongest and the weakest reaction, respectively. In women, a positive emotional response was recorded during visual examination of white and red cheese packaging, in men – of black ones. The most intense negative reactions were associated with blue and white packaging in women and men, respectively. Our study confirms that there are differences in emotional perception of the packaging colour between women and men, which should be considered by manufacturers to capture and keep consumer attention when marketing their products.

Exploring idyllic healing: developing a multi-sensory image scale for idyllic life and its impact on restorative effects and travel intention

ABSTRACT Under the theme of “idyllic healing”, this article explores the sensory images of idyllic life and their impact on restorative effects and travel intention to reveal the potential for sensory attraction and restorative effects in idyllic tourism destinations. Moreover, research indicates that imagination possesses significant positive emotional and restorative effects. However, empirical validation within the field of tourism is limited, necessitating further scholarly investigation. The article contains two progressive studies. Study 1 constructed an idyllic life multi-sensory image scale containing seven dimensions: vision, audition, haptic sense, taste, olfaction, kinesthesia and atmospheric sense, based on online text data. Study 2 used structural equation modelling to investigate the relationship between sensory dimensions, verified the influence mechanism of sensory images on restorative effects and travel intention, and found that atmospheric sense and restorative effects played an important mediating role. Through the development of the idyllic life multi-sensory image scale, this paper visualises the sensory image of idyllic life and reveals the positive contributions of imagined sensory images associated with an idyllic life to recovery effects and travel intention, underscoring the significant role of imagination, expanding the field of research in cognitive psychology, providing literature support for the integration of mental health and tourism and recreation, and highlighting the potential of rural destinations as healing places. Moreover, the relationship between the sensory dimensions of idyllic life is verified, which enriches the theory of sensory marketing. This study identifies specific sensory elements that enhance restorative experiences and will help to their translation into measurable environmental variables using psychophysics. Building on this foundation, further research into tourism dosage, this approach aims to objectify perceptions and support the scientification and quantification of travel prescriptions. Additionally, the research is expected to facilitate the future quantification of sensory perceptions and establish optimal standards for physical environmental stimuli in rural tourism settings.

Food Texture Perception and Its Influence on Consumer Preferences

Abstract Purpose: The general purpose of this study was to evaluate food texture perception and its influence on consumer preferences. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings reveal that there exists a contextual and methodological gap relating to food texture perception and its influence on consumer preferences. Preliminary empirical review revealed that that food texture plays a pivotal role in shaping consumer preferences and purchase decisions across various product categories. Through a review of empirical studies, it was found that texture preferences are influenced by sensory experiences, cultural norms, and individual differences. Cross-cultural variability in texture preferences was noted among Western, Asian, and Middle Eastern populations, highlighting the importance of considering cultural factors in product development. Furthermore, texture was found to elicit emotional responses during eating, with certain textures evoking positive emotions while others elicited negative ones. The practical implications of texture research were underscored, emphasizing its relevance for food manufacturers, marketers, and policymakers in developing products that align with consumer expectations and promoting healthier food choices. Unique Contribution to Theory, Practice and Policy: The Sensory-Specific Satiety theory, Elaboration Likelihood Model (ELM) and Schema theory may be used in anchoring future studies on food texture perception and its influence on consumer preferences. The study provided recommendations that contributed to theory, practice, and policy in the field of food science and consumer behavior. The study suggested further exploration of texture perception mechanisms, tailored product development strategies based on sensory evaluations, and sensory marketing approaches emphasizing texture cues. Additionally, it recommended integrating sensory considerations into food regulations, promoting consumer education on texture-related labeling, and investing in sensory research and innovation. These recommendations aimed to enhance understanding of texture perception, improve product development and marketing strategies, and inform policy initiatives to meet consumer preferences effectively.