Sensory Marketing Research Articles

Impact of Sensory Marketing on Consumer Satisfaction

Sensory marketing, engaging various senses such as sight, taste, touch, smell, and hearing, enhances consumer satisfaction, influences purchase behavior, and increases the likelihood of customers revisiting and recommending businesses. The purpose of this study was to analyse the impact of factors of sensory marketing on consumer satisfaction and to examine whether exist any significant difference between demographic and sensory marketing. Used questionnaire method to collect data. The study reveals sensory marketing plays a vital role in purchase decision and consumer satisfaction.

МУЗЫКА КАК СОВРЕМЕННЫЙ ИНСТРУМЕНТ ПОВЫШЕНИЯ ЭФФЕКТИВНОСТИ МАРКЕТИНГА

The concept of audio marketing as one of the perspective directions of sensory marketing is opened. Systematization of the main types of an audio marketing used in practical activities by foreign and domestic companies is carried out

A STUDY ON THE IMPACT OF SENSORY MARKETING TOWARDS CUSTOMER IN RESTURANTS

This study examines the influence of sensory marketing on customer perceptions in restaurants. Sensory marketing utilizes various sensory strategies to enhance consumer experiences. Through a mixed-methods approach including surveys, experiments, interviews, and observations, this research explores how sensory cues affect customer satisfaction and loyalty. Key findings highlight the importance of sensory congruence and the role of contextual factors in shaping sensory experiences. By understanding these dynamics, restaurants can tailor their marketing strategies to resonate with diverse consumer preferences, fostering lasting customer loyalty and competitive advantage in the industry. KEYWORDS: Restaurant, Consumer, Sensory Marketing, Customer Experience, Ambiance, Aroma, Music, Sensory Cues, Customer Satisfaction, Loyalty, Competitive Advantage, Hospitality Industry.

A bibliometric review and content analysis of research trends in sensory marketing

A bibliometric review and content analysis of research trends in sensory marketing

The impact of live background visual complexity on consumer purchase intention: an eye-tracking study

PurposeBased on sensory marketing theory and cognitive appraisal theory, this study investigates whether and how the background visual complexity of live-streaming affects consumers' purchase intention and reveals the underlying mechanisms through which background visual complexity influences consumers' purchase decisions.Design/methodology/approachThe experiment was conducted with 180 college students, using eye-tracking technology to explore the impact mechanism of live background visual complexity on consumers' purchase intention, considering three types of background visual complexity (high vs medium vs low) and two levels of need for cognitive closure (high vs low).FindingsFirstly, the background visual complexity of live-streaming positively influences consumers' purchase intention by eliciting positive emotions (pleasure and arousal), and the relationship between consumer emotions and purchase intention is nonlinear. Secondly, need for cognitive closure to significantly moderate the influence of background visual complexity on purchase intention.Research limitations/implicationsThe limited sample size makes it difficult to generalize to other consumer groups. Also, the study only focuses on one visual factor, lacking comprehensive analysis from multiple perspectives.Practical implicationsIt is recommended that live e-commerce companies optimize the visual design of live-streaming backgrounds and identify consumer traits to match the visual complexity with consumers' level of need for cognitive closure, thereby stimulating positive emotions and facilitating more satisfactory shopping decisions.Originality/valueThis paper addresses an interesting and practical issue related to the effects of live background visual complexity on consumers' purchase intention.

Evaluation of Sensory Marketing in Coffee Shops from an Experiential Value Perspective among University Students

This research aimed to examine the effect of sensory marketing in coffee shops on experiential value among university students. The research was conducted in the relational screening model. The sample of the research consisted of a total of 388 volunteer participants selected by convenience sampling method among university students in Turkey. In the research, primary data was collected using a demographic information form, Sensory Marketing Scale and Experiential Value Scale. SPSS was used in the analyzes carried out in the research. Regression analyzes were conducted to test the research hypotheses. As a result of the research, it was determined that sensory marketing had a positive and significant effect on experiential value. In the analysis of the sub-dimensions, it was determined that all dimensions of sensory marketing had positive and significant effects on experiential value.As a conclusion, sensory marketing contributes to experiential value both in general and in all its dimensions.

Marketing sonified fragrance: Designing soundscapes for scent.

Auditory branding is undoubtedly becoming more important across a range of sectors. One area, in particular, that has recently seen significant growth concerns the introduction of music and soundscapes that have been specifically designed to match a particular scent (what one might think of as "audio scents" or "sonic scents"). This represents an exciting new approach to the sensory marketing of fragrance and for industries with strategic sensory goals, such as cosmetics. Crucially, techniques such as the semantic differential technique, as well as the emerging literature on crossmodal correspondences, offer both a mechanistic understanding of, and a practical framework for, those wishing to rigorously align the connotative meaning and conceptual/emotional/sensory associations of sound and scent. These developments have enabled those working in the creative industries to start moving beyond previously popular approaches to matching, or translating between the senses, that were traditionally often based on the idiosyncratic phenomenon of synaesthesia, toward a more scientific approach while nevertheless still enabling/requiring a healthy dose of artistic inspiration. In this narrative historical review, we highlight the various approaches to the systematic matching of sound with scent and review the various marketing activations that have appeared in this space recently.

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

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.

Sensory Marketing According to Shopping Centre Customers

Sensory marketing is one of the forms of marketing communication and a method of customer attachment to the brand. It is based on influencing the customer's senses, which is supposed to affect their sensory experience and, as a result, positive recollection of the product's brand. The aim of the study was to find out the opinions of shopping mall customers on sensory marketing activities. Two studies were conducted: a survey and an observation study. Both surveys involved young people: customers of shopping malls. It has been shown that young customers are knowledgeable about sensory marketing but often do not notice how it works at purchasing points. The respondents concluded that, in such a situation, sensory stimuli influence the choice of product, but not necessarily people's attachment to the brand. The stimuli used in audio and aroma marketing have a positive impact on customers but sometimes they are also perceived negatively. The research shows that you need to monitor your target customer groups and adjust sensory stimuli to their tastes. It may be used by organisations for product management and marketing planning purposes.

THE RELATIONSHIP BETWEEN SENSORY MARKETING AND PURCHASING DECISION: CUSTOMER SATISFACTION AS A MODERATOR

This research investigates the relationship between sensory marketing and purchasing decisions using customer satisfaction as a moderator. The study was applied on the customers of “Qasr E-Kababgi” restaurants (Cairo branches) as this restaurant chain is considered as one of the largest and most famous restaurants specialized in oriental food in Egypt. In addition, it is considered as a touristic destination and a favorite place to visit for foreigners. Accepted responses to the questionnaire were (385) responses. To assess the reliability and validity of the instrument and test the research framework, the researchers used smart PLS 4. Partial Least Squares Structural Equation Modeling (PLS-SEM), a variance-based approach utilizes the total variance to estimate the model parameters. The research findings showed that there is a positive relationship among all variables, and customer satisfaction moderates the relationship between Sensory marketing and Purchasing decision.

ТЕОРЕТИЧНІ ОСНОВИ УПРАВЛІННЯ ІННОВАЦІЙНОЮ ДІЯЛЬНІСТЮ ПІДПРИЄМСТВ ГОТЕЛЬНО-РЕСТОРАННОГО БІЗНЕСУ

The from how correctly the system of innovative management of the development of the hotel and restaurant industry is being implemented at the current stage, it should be perceived by managers as an effective way of responding to market challenges, taking into account innovative processes and the latest trends in business development. The modern interpretation of innovation is complex and involves management actions, business motives, business activity and the ability to innovate. In accordance with international norms, it was determined that “innovation” is defined as the final result of innovative activity, which was embodied in the form of a new or improved product introduced on the market, a new or improved technological process used in practical activities, or in a new approach to “social services”. It is important to note that the introduction of various innovations prompts the management of the company to make logical and necessary changes in the structure of the organization, as well as changes in the methods of organization and management of the company. Conducting innovative activities is one of the key responsibilities of enterprise managers. Managers should take environmental factors into account, as the innovation market in Ukraine is dynamic and stable. Many external factors can interfere with the innovative activity of the enterprise. The use of innovative marketing in the hotel service depends on its orientation and the nature of the concept on which the innovation is based. Innovations that are most often found in the practice of the hotel business include: sensory marketing, aroma marketing, branding, loyalty programs, the use of multimedia technologies, promotion in social networks, electronic distribution, mobile device of the guest A modern hotel enterprise must learn to skillfully regulate its activities with the help of innovative marketing, which will allow it to significantly reduce the risks associated with the introduction of innovations, leaving the opportunity to maneuver resources in conditions of economic crisis and increased competition in the markets.

Impact of sensory marketing on brand loyalty and consumers purchase intention: a quantitative study in the QSR industry

Impact of sensory marketing on brand loyalty and consumers purchase intention: a quantitative study in the QSR industry

Investigating the factors affecting sensory marketing based on consumer’s perceptions

Investigating the factors affecting sensory marketing based on consumer’s perceptions

CAN SENSORY MARKETING BE USED TO ADDRESS OVERTOURISM? EVIDENCE FROM RELIGIOUS ATTRACTIONS IN KYOTO, JAPAN

The issue of overtourism have been discussed for decades. Addressing the problems caused by excessive tourist numbers in confined areas is vital, especially in cities like Kyoto, known for its cultural and religious attractions. This study delves into the experiences of visitors at Kyoto's religious sites, with a particular focus on overtourism and sensory elements.The research analyses TripAdvisor reviews spanning from October 2010 to March 2020, covering the top twenty-five religious attractions in Kyoto. Through systematic text analysis tools like topic modelling and Leximancer, four key themes emerge: "Walk," "Impressive," "Beautiful," and "Crowded." These themes encapsulate tourists' experiences, including exploring temples, appreciating scenic beauty, and grappling with overcrowding.The study underscores the overtourism challenge in Kyoto, substantiated by numerous mentions of crowded conditions in reviews. Interestingly, tourists often recommend arriving early to mitigate overcrowding, reflecting their adaptability and positive outlook even in crowded situations. Sensory analysis reveals that visual experiences dominate, followed by gustatory, haptic, auditory, and olfactory sensations. This suggests that tourists are drawn to religious sites not just for their spiritual significance but also for the rich sensory experiences they offer.These findings have implications for destination marketing and management. Stakeholders can leverage insights from user reviews to craft effective advertising content. By promoting lesser-known temples and incorporating sensory marketing strategies, Destination Management Organizations (DMOs) can encourage tourists to diversify their visits, thereby alleviating the pressure on overcrowded sites. Collaboration with tour operators and effective marketing can also facilitate the inclusion of overlooked destinations in tour itineraries, fostering a more balanced distribution of visitors.

Forest Visitors’ Multisensory Perception and Restoration Effects: A Study of China’s National Forest Parks by Introducing Generative Large Language Model

Sensory perception of forests is closely related to human health and well-being. Based on attention recovery theory and stress relief theory, this paper investigates the influence of sensory perception of forests on visitors’ restoration effects from a multidimensional and multisensory perspective, integrating the use of a generative large language model, regression analysis, and semantic analysis. The results of the study show that (1) the application of a generative large language model provides new ideas and methods to solve the dilemma caused by the traditional self-report scale measurement and provides a possible way to explore a new research paradigm in the context of the rapid development of generative artificial intelligence; (2) the effects of each sensory quantity differed, with the sensory quantities of sight, hearing, touch, and taste having a significant positive effect on visitors’ restoration effects, and the sense of smell having a significant negative effect on visitors’ restoration effects; (3) sensory psychological distance partially had a significant effect on visitors’ restoration effects, both proximal psychological distance and distal psychological distance were significantly correlated with visitors’ restoration effects, and intermediate psychological distance had a negative effect on visitors’ restoration effects, but the effect was not significant; (4) the sensory dimension has a significant positive effect on visitors’ restoration effects, the integration and synergistic effect of the senses are enhanced, and multidimensional sensory cross-perception has a positive effect on visitors’ restoration effects at the social health level; and (5) the sensory elements of National Forest Parks that influence visitors’ restoration effects are mainly natural attributes, and the elements related to “people” also play an important role in visitors’ restoration effects. This study provides a useful complement to the study of forest sensory perception, and at the same time has an important reference value for exploring the management of forest recreation experience and sensory marketing practices.

Peculiarities of sensory marketing

Peculiarities of sensory marketing

Shaping extendibility: The influence of circular versus angular shapes on consumer brand extension evaluation

This study proposed a novel sensory marketing strategy (shape cues) to alter consumers’ reactions to distant brand extensions. Across five studies, circular (vs. angular) shapes lead to a more favorable overall evaluation of distant rather than close brand extensions. These effects are mediated sequentially by consumers’ cognitive flexibility and fit perceptions. In line with the “cognitive flexibility” account, this study found that the influence of shapes on brand extension evaluation diminishes when a sub-branding strategy is adopted to introduce the extension product. When a direct-branding strategy was used, shape was not affected. These effects were replicated across different product categories and cultures using different approaches to demonstrate shape cues, and employing both fictitious and real brand stimuli. In addition, theoretical and managerial implications were also discussed.

Where does product attachment come from? The effects of sight, hearing, and smell in the automobile market

Sensory marketing is advantageous because it can help reduce the amount invested to yield such a high effect. However, the existing literature in this area is limited to services (restaurants, hotels, retail, tourism, etc.) and foods for which it is easy to have sensitive sensory experiences. This study aimed to clarify the influence of sensory stimuli on attachment in the Japanese and American automobile markets. An online survey was distributed through a Japanese research company to 1,000 car owners in their 20s to 60s (500 people from each country). The results of applying structural modeling to the survey data confirm the significant effect of sight (β = 0.336, p-value < 0.000), which consists of styling and colors in the exterior and interior, and hearing (β = 0.379, p-value < 0.000), which consists of driving sound, door sound, and startup sound. In contrast, the results indicate no effect of smell (β = –0.031, p-value = 0.663). In addition, comparing the two countries, sight (β = 0.721, p-value < 0.000) was effective in Japan, and hearing (β = 0.741, p-value < 0.000) was effective in the United States. Practitioners should comprehensively evaluate sensory stimuli, understand their priorities, and deliver sensory experiences in multiple functions. This consistent embodiment can strengthen the consumer’s attachment to the product. AcknowledgmentThis work was supported by Japan Society for the Promotion of Science KAKENHI Grant Number JP23K12567.

Digital Consumer Engagement: Examining the Impact of Audio and Visual Stimuli Exposure in Social Media

The promotion of coffee shops through Instagram content has become highly beneficial to consumers’ decision-making, as short videos reel Instagram and photos can help consumers judge and experience products through visual and audio stimuli on content. Consequently, scholars and managers must understand consumer behaviors regarding audio-visual stimuli on Instagram content and identify factors influencing perception and consumer engagement with content. A novel contribution of this study is the introduction of audio-visual stimuli on Instagram content based on the stimulus-organism-response paradigm, which explains how sensory marketing and information adoption affect consumer engagement on social media Instagram. To empirically evaluate the proposed research model, we conducted an online survey with 120 participants who followed Instagram @kopijanjijiwa and @kopikenangan. We performed data analysis using structural equation modelling and Smart-PLS software and the results indicated that all hypotheses, except for perceived cognitive and audio-visual stimuli, significantly affected consumer engagement. This study could provide insights into the antecedents of perceived cognitive and consumer engagement on social media Instagram. Thus, contributing knowledge of digital consumer behavior helps managers understand consumer behavior regarding social media and formulate marketing strategies.

Promotion and experiential marketing on purchasing decisions mediated by e-WOM in coffee SMEs

This study aimed to determine the effect of promotion and experiential marketing on buying decisions mediated by electronic Word-of-Mouth (e-WOM) in coffee SMEs. This research is quantitative research by distributing questionnaires. The research sample is 100 respondents with the Cochran formula. Data collection in this study used an ordinal and was measured using a Likert scale. Data analysis was carried out using SEM-PLS with the help of smart PLS. The results of the study indicate that purchasing decisions are significantly impacted by experiential marketing. It demonstrates how experiential marketing's sense, feeling, thinking, acting, and relating components are frequently used by marketers to influence consumer decisions. e-WOM marketing is significantly impacted by experiential marketing. It demonstrates that experience marketing impacts coffee SMEs' use of e-WOM marketing.