Sensory Marketing Research Articles

MARKETING INNOVATIONS IN THE FIELD OF SERVICES

The article pays attention to the theoretical aspects of marketing innovations in the field of services, considers the difference between a product and a service, innovative marketing and marketing innovations, defines their features, highlights the features of a service that affect the difference between service and product marketing, considered the development of the marketing mix in relation to services, defines the directions of application of marketing innovations, their importance and the need for application in the service sector. For a comprehensive consideration of marketing innovations in the field of services, the authors provide the most common examples of the use of marketing innovations and indicate limitations and difficulties in their application. The influence of information and computer technologies and the Internet on the application of innovative marketing technologies in the service sector is analyzed. Attention is paid to the peculiarities of the application of innovative marketing technologies in the field of hospitality services, in the field of tourism, and in the field of financial services. In particular, attention is focused on sensory marketing, neuromarketing, lateral marketing, WOW-call technology, ZMET, the possibilities of digital technologies, such as the combination of 3d panoramas, photos, videos and animations with their application in electronic catalogs, multimedia guides, as well as virtual tours, internet banking and mobile banking, creation of neobanks. The possibilities of innovative technologies when using GDS-systems, CRM, DXP, cloud database systems and digital platforms have been established. The relevance of further research on this issue has been determined.

Percepciones de marca: Caso de Apple en España

In the world of marketing and advertising, what determines purchasing behavior are the perceptions that the consumer has about a product or service. It is not relevant that a brand is the best in terms of quality or innovation as long as the consumer does not perceive it as such. In the launch of its products, from its presentation, through the shopping experience to the user experience, Apple has sought to stimulate the senses. This is fueled by the extreme obsession with perfectionism and small details that Apple develops through sensory marketing. This article tries to find out if the devotion that consumers have for the Apple brand is above the products that it launches. Through an interview with a professional in the field of marketing and a survey of 274 people belonging to generation Z mostly, although there is 11% of the millennial generation. Data has been obtained in which the Apple community is faithful to its products and is drawn by the news of the generation. great brand, regardless of economic value and being dragged along as if it were a religion.

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 sensory marketing on the perceived image of the customer - an exploratory study of the pioneers of a number of first-class restaurants in Baghdad

This research aims at a statement of sensitive marketing role in the perceived image of the customer. and given the importance of these two variables in the marketing of consumer goods and services. especially in the field of nutrition. Sample views were taken from the pioneers of first-class restaurants in Baghdad. The processing and analysis of data obtained through the questionnaire prepared for this purpose is used using two SPSS and AMOS statistics. 134 respondents were polled. as well as personal interviews. The search reached a range of conclusions. most notably that all the dimensions of sensory marketing had had an effective and fundamental link in customer behavior. the research then concluded a number of recommendations. most notably the company's focus on sensory marketing. as well as the opening of many communication channels with customers and considered active partners at all stages of service.

How folk music induces destination image: A synthesis between sensory marketing and cognitive balance theory

Music is acknowledged as an excellent means of evoking favorable behaviors and brand image, and this research puts auditory sensory input at center stage. By drawing on sensory marketing and cognitive balance theories, it proposes a model leading from music perception to destination image through the mediation of historical nostalgia, mental imagery, and music-induced emotion. The boundary conditions of self–brand congruence and fantasy proneness are examined. Survey results point to the importance of musical sensory inputs in the mental imagery creation of a place, and it is conditioned based upon different levels of self–brand congruence and fantasy personality traits. Moreover, this research enriches the literature on music-related tourism appeal and destination image development. It also informs destination operators to better capitalize on music to provide an effective tool for enhancing destination image.

Examining the Impact of Sensory Marketing on Young Consumers: A McDonald’s Case Study

In recent years research on sensory marketing has attracted the attention of marketing researchers and scholars alike. The purpose of this study is to investigate the impact of sensory stimuli that is used to create arousal, and to examine whether this arousal influences consumer attitudes and purchase intentions. Previously documented literature was used as a foundation for this research while additional opportunities to expand this topic’s literature was identified. While previous studies and results on sensory marketing exist, there is a lack of South African related literature on the concept. The quantitative research approach was used to measure the proposed conceptual model and hypotheses, and the convenience sampling method was chosen as the technique to acquire the required sample. To facilitate this study, a seven-point Likert scale was used with questions and statements adapted from previous literature. Of the 300 distributed surveys, 279 were returned, deemed viable, processed and interpreted. The findings of this study support all the proposed hypotheses. Furthermore, this study’s findings and conclusions contribute towards comprehension of sensory marketing from a young consumer’s perspective.

New technologies in the field of sensory marketing and customer experience: a systematic literature review

Nowadays, we are noticing more and more new technological solutions that fit into the field of sensory marketing, the implementation of which is in a relatively preliminary stage. They are intended to improve customer experience. The main objective of the research is to determine the main topics covered in the literature. This article covers a systematic literature review of research conducted to date on new technologies that are part of the field of sensory marketing related to customer experience. The research search was based on two databases: Scopus and Web of Science Core Collections. Studies conducted between 2007 and May 2022 were included. Four inclusion criteria were used: database, terms, language, and cover period. No methods were used to assess the risk of bias in the included studies. 33 items of literature were qualified for qualitative synthesis. Based on the analysis, a conceptual framework of the most commonly used antecedents and outcomes in research was created, and two main research areas were identified: sense of telepresence and research by technology type. In view of this, further research directions based on the identified research gaps were indicated.

Research of the concept of polysensory branding and the possibilities of its adaptation to the web communication environment

The concept of polysensory branding and the problem of its adaptation to the web environment are investigated. The content specificity, genesis and psychological basis of the concept of polysensory branding are carried out. The article analyzed the «Smash your brand» technique, developed by Martin Lindstrom, in order to test the communicative effectiveness of the twelve components of the brand identity system, focused on different channels of perception. In order to scientifically substantiate the practical significance of the tools of polysensory branding and sensory marketing in an offline environment, the results of an empirical study conducted under the guidance of the author are considered. The empirical research is aimed at the identifying the impact features of the of the brand’s olfactory communication system on consumers. The study reveals the dependence of brand perception and consumer activity on the specifics of marginal suggestive aromatization of the store’s sales area. The problem of the limitations of sensory channels of brand communications in the web environment is studied, in particular, the impossibility of mechanical transfer of polysensory branding tools to the web environment due to technical limitations, as well as the peculiarities of the psychology of perception and behavior of online users. As a result of the conducted study, possible channels and tools for the implementation of brand polysensory web communications are identified and systematized, the author’s psychological model of the brand’s multi-channel communicative field is developed, which includes a mechanism for adapting offline channels of polysensory branding to the web communication environment.

Connecting tourists to musical destinations: The role of musical geographical imagination and aesthetic responses in music tourism

While the value of music in connecting tourists to destinations is recognized, its mechanism remains unclear. This study adopts aesthetic responses to explore how musical geographical imagination influences tourists' place bonding and subsequent behavioral intentions. This explanatory sequential mixed-methods study: 1) elucidates the connotation and effects of musical geographical imagination integrating with aesthetics in tourism research; 2) shows that tourists' aesthetic cognitive and affective responses to musical geographical imagination strengthen place bonding, and buttresses the importance of affective responses in leveraging behavioral intentions; and 3) indicates that tourists’ responses to musical stimuli differ in direct and indirect destination experience contexts, demonstrating that musical stimulus context moderates on associations of imagination with cognitive responses, and affective responses with behaviroal intentions. This study empirically expands the imagination from individual auditory spaces to a destination and advances tourism aesthetics research; it guides using music in tourism sensory marketing and tourism soundscape design.

The projected image of idyllic life and its construction

ABSTRACT Idyllic life is a crucial scenario in digital media marketing and virtual tourism. It is an idealized image of rural life that greatly influences tourists’ choice of rural destinations. However, this image tends to lack an Oriental cultural perspective. Through a discourse analysis of Chinese newspapers and WeChat articles, six dimensions of the projected image of idyllic life were identified and their relationships were constructed. In addition, kinaesthesia and atmospheric sense were explored to enrich sensory marketing theory. The study provides support for rural tourism destination marketing. It also reveals that visions of the idyllic life are common between the East and the West, suggesting cultural commonality. The collective unconscious image of idyllic life also complements the image of a rural tourism destination.

The influence of sensory marketing on customer satisfaction and its behavioral intention

With the rapid development of global tourism, the emergence of hot spring hotels has met the demand for one-stop entertainment pursued by a large number of consumer groups. Therefore, the target customer market of hot spring hotels is broader than that of ordinary hotels. At the same time, sensory marketing, as an emerging marketing strategy, has gradually been favored and applied by first-class enterprises. Therefore, to have a deeper understanding of the impact of sensory marketing on hot spring hotels, this paper analyzes the actual data obtained from the questionnaire survey, that is whether the visual, olfactory, auditory, and tactile experience will have a positive impact on customers' pleasure and satisfaction, so as to affect the subsequent customer behavior intention. By confirming the relationship between sensory marketing and planning behavior theory, this study shows that sensory experience can indeed influence customers. Future behavior intention is influenced the perception of customers' emotional value. This result not only enriches the content of the marketing strategy but also provides the hot spring hotel managers with more effective methods and strategies to improve consumer loyalty.

Traditional restaurant managers’ use of sensory marketing to maintain customer satisfaction: Findings from PLS-SEM and fsQCA

The sensory experience is the initial step in creating memorable dining experiences for consumers in traditional restaurants. However, the question remains as to how managers should best combine the five senses to satisfy customers. More research is needed to determine how sensory cues can be used in marketing strategies. By applying five sensory marketing to traditional restaurants, this study proposes a model for satisfying customers. In addition, it aims to leverage methodologies that ultimately lead to customer satisfaction based on sensory marketing that can serve as guidelines for restaurant managers. The study hypotheses were tested on a sample of 525 Indonesians who dined at traditional restaurants. Data analysis was conducted using structural equation modelling with Smart-PLS 4.0 and fuzzy set qualitative comparative analysis (QCA) 3.0. The results indicated that olfaction and haptics are significant factors in customer satisfaction, whereas visual, taste, and auditory are not. According to the QCA findings, two configurations were associated with high satisfaction outcomes, while two others were associated with low satisfaction outcomes. As a theoretical and managerial contribution, this study provides guidance to scholars and managers interested in improving satisfaction in traditional restaurants through sensory marketing techniques.

Determining the Effect of Sensory Marketing on Service Quality and Service Errors: Application on Hospitals

Determining the Effect of Sensory Marketing on Service Quality and Service Errors: Application on Hospitals

Sensory Marketing Theory: How Sensorial Stimuli Influence Consumer Behavior and Subconscious Decision-Making

Sensory marketing is a rapidly advancing field of marketing that allows brands to capitalize on consumer behavior, more specifically subconscious decision-making. By understanding how the brain processes and evaluates sensorial stimuli, we can better understand how sensorial cues can lead to emotional and brand attachment with consumers. After identifying the significance of embodied cognition and how sensory awareness influences human behavior, we analyzed how sensory marketing can evoke certain bodily sensations. By conducting various case study analyses through “Neural Correlates of Behavioral Preference for Culturally Familiar Drinks” and “The Influence of In-Store Music on Wine Selections”, we’ve been able to visualize data that supports evidence of auditory stimuli' effects on in-store decision-making as well as evidence of subconscious brand preference for consumers. Furthermore, we’ve examined how the anticipation of certain brands results in increased amygdala activation, showing how sensory marketing can alter the way our brains perceive the merit of products. Finally, we’ve created a conceptual model that allows for a better understanding of the sensory marketing progression on the consumer’s end.

The Impact of Flat-Water Container Color on Consumer Perceptions and Pleasures: an Empirical Study in Saudi Arabia

The aim of this paper is to determine the consumers' perception and degree of "pleasantness" of flat water would be influenced by the colors (yellow, white, red, and green) of the container in which the water was served. The sensory marketing emphasizes the procedures of flat-water packaging when it is designing because it may influence consumers' perception, decision, judgment and pleasure. In the Saudi context, there is little gap exists in the state of knowledge to link how colorants of flat water impact consumer perceptions and pleasantness. An experimental design was employed to accomplish the set objectives of the present study in a particular context. A set of four colors was used to test each consumer pleasantness of flat water. The total participants were 75 students at undergraduate degree program level that divided into five groups. Each group was randomly selected to taste the flat-water containers in four colors in rotational orders. The variance proportion explained in ANOVA that determines the extent how the analysis is effective in explaining the variance of variables outcomes. A one-way repeated measure ANOVA revealed that consumers' perception of the measure of "pleasantness" to be significantly influenced by the container color in which the water was drunk. More specifically, the white color container water was rated the highest in pleasant scale as compared to the other colors. The finding of this study is consistent with previous similar research studies that were conducted in various contexts. This study has a significant social and economic implications in terms of consumer perception of colors and pleasantness that may instigate the corporate packaging designers, theorists and researchers.

The Effects of Mindfulness on Sensory Marketing: The Role of Mental Imagery Vividness and the Sensory Type Number.

Mindfulness refers to paying attention to the present sensation, attention, and thoughts without judgment and is proven to enhance sensations. Although researchers began to investigate the role of mindfulness in consumer decision-making, few studies pay attention to the impact of mindfulness on the effect of sensory marketing. In the current study, we investigated whether and how mindfulness enhances the purchase intentions of sensory marketing products. We conducted three studies (n = 593) to test our hypotheses. The first study tested the correlation between trait mindfulness and the purchase intentions of sensory ads. The results showed that the level of trait mindfulness and purchase intentions were positively correlated. The second study primed the state mindfulness of participants and demonstrated that high-level state mindfulness enhanced purchase intentions, which was moderated by the number of sensory types. The third study further tested the mental imagery vividness and proved the mediating role of vividness between state mindfulness and purchase intentions. The current study shows the enhancing effect of mindfulness on purchase intentions. This effect is moderated by the number of sensory types and mediated by the vividness of mental images. Our study illustrates the critical contribution of mindfulness to promoting sensory marketing.

지역축제 사례분석을 통한 체험 마케팅 발전 방안 연구

This study analyses two festivals while focusing on Schmitt’s experiential marketing theory. “Tenth Dankook University Industry-University Cooperation (LINC 3.0) Pleasure (樂) Festival,” planned by the LINC 3.0 project group at Dankook University; and “Autumn Night’s Healing Music Festival,” hosted by the Gangbuk District Office. This study examines the importance of experiential booths installed at those festivals and the experiential marketing outcome. The Pleasure Festival was planned with the key theme of employment, start-ups, and industry-university cooperation. Local young adults (including university students in their 20s) were the main visitor segment. Hence, factors that could grab their attention, including food and beverage, giveaways, and tarot, combined with content that could provide practical support for employment and start-ups, such as employment and start-up mentoring, guidance to policies, and matching company managers. The Music Festival adequately utilized experiential marketing factors to meet its concept, the April 19 Revolution, so visitors could enjoy the festival while being reminded of the April 19 Revolution. In particular, it implemented full-scale sensory marketing to create the overall atmosphere and image and promoted actions through experiential booths. This study confirmed that festivals can be successfully held in addition to establishing a concept when experiential marketing factors correspond with the concept and when exciting content is provided to visitors. From a sensory, sensibility, perceptional, behavioral, and relational perspective, experience provides new values, creates synergistic effects, and assumes a role that enables visitors to become participants with active and sensible characteristics from a new perspective. Simultaneously, it is an “anti-manneristic” mechanism that helps festivals secure originality and differentiation from other festivals. This study is significant because it measured the five experiential marketing factors, identified the ongoing communication during this process, and highlighted the importance of experiential factors for successful festivals.

The effects of sensory interaction and sensory conflict on consumer online review rating behavior

ABSTRACT It’s a major challenge for marketers to combine various sensory information to create a synergistic effect of ‘1 + 1 > 2’. However, there is a lack of research on sensory synergy. This study attempts to quantitatively confirm the existence of sensory interaction and sensory conflict and to investigate their effects on consumer behavior. To measure the effect of sensory synergy, we use text classification and sentiment analysis methods to analyze online restaurant reviews. The results show both have significant effects on consumer rating behavior. Specifically, in sensory interaction, the more negative sensory information there is, the lower the consumer rating. However, it is not the case that the more positive sensory information, the higher the consumer rating, but rather it should be kept at an appropriate level. In addition, positive sensory sentiment can compensate for the negative in sensory conflict, both within and across senses. These findings can help marketers implement sensory marketing.

THE IMPACT OF SENSORY MARKETING ON CONSUMER BEHAVIOR AT STARBUCKS MANADO

This study aims to analyze the impact of sensory marketing towards consumer behavior at Starbucks Manado. This research applies qualitative method. Population were 20 retained customers of Starbucks Manado that went to Starbucks at least three times a month. For sampling technique, applies purposive sampling. The findings of the research using the interview approach yielded four indicators of sensory marketing that influence the behavior of Starbucks Manado’s consumer. Sight, sound, taste, and smell all have an impact on consumers’ psychology, personal, and social that affects their behavior. These studies might be excellent references for those interested in learning the use of sensory marketing, as well as a body of knowledge and practical implications. Keywords: sensory marketing, consumer behavior, sight, sound, taste, smell, psychology, personal, social

Sensory Marketing

Sensory Marketing