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THEORETICAL OVERVIEW ON SENSORY MARKETING 1 Dissabandara

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DOI: 10.24941/ijcr.35803.07.2019

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INTERNATIONAL JOURNAL
OF CURRENT RESEARCH
International Journal of Current Research
Vol. 11, Issue, 07, pp.5361-5364, July, 2019
DOI: https://doi.org/10.24941/ijcr.35803.07.2019
ISSN: 0975-833X
RESEARCH ARTICLE

THEORETICAL OVERVIEW ON SENSORY MARKETING

1Dissabandara,
Dissabandara D. R. and 2Dissanayake, D.M.R.
1Doctoral Student in Business Administration, University of Kelaniya, Sri Lanka
Lanka;
2Senior Lecturer, University of Kelaniya, Sri Lanka

ARTICLE INFO ABSTRACT

Article History: Sensory marketing creates an impact on the sense of the consumer, where it also affects perception,
Received 03rd April, 2019 judgment and behavior. The main objective of the Sensory marketing is to send a direct message to
Received in revised form the consumer’s brain creating an interest, tempting the client to purchase that particular product
26th May, 2019 creating a bond between the client and product. Since the five
five senses play an important role in the
Accepted 11th June, 2019 human life, establishing brands with great importance is a key factor in the ever increasing brands in
Published online 25th July, 2019 the market. At the same time, Sensory brands help to create a powerful sensory relationship with the
client. The literature on Sensory marketing suggests 5 different elements where sensory stimuli are
Key Words: created and consumers can be influenced. They are identified as Visual (Sight), Atmospheric (Smell),
Visual , Atmospheric, Auditory, Auditory (Hearing), Tactile (Touch) and Gustative (Taste). The sen sensory elements create sensory
Tactile, Gustative, Grounded cognition. expressions and influences grounded cognition and finally it impacts consumer behavior.
*Corresponding author:
Damindra Ranjan Dissabandara
Copyright © 2019, Dissabandara and Dissanayake, D.M.R.. This is an open access article distributed under the Creative Commons Attribution License, which
permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

D.M.R. 2019. “Theoretical overview on sensory marketing”, International Journal of Current Research
Citation: Dissabandara, D. R. and Dissanayake, D.M.R., Research,
11, (07), 5361-5364.

with the client, by solving many advertisement challenges

INTRODUCTION
faced
ced in the present market. In other words, Sensory Branding
As very common to human nature, many consumers use has established itself as an effective marketing communication
products based on how they feel after using a particular tool. Researchers have found that the more senses a product
product. These are based on feelings, mental image and has, it creates a better brand (Djurovic 2008).
emotions. (Moure and Minor, 1992)Marketing trends based on
Consumer behavior and sensory marketing strategies
human emotions were developed around the world by
marketers (Kotler et al., 2011) Key factors that were Based on studies of Schmitt (1999) and Lindstrom and Kotler
considered are time spent in a store, satisfaction
satisfact gained by (2005), a consumer is very frequently attracted to a particular
shopping, prioritizing, choosing retail marketing, store files, brand based upon its sensory experience. It was further
satisfaction gained from the product or service, desire, revealed by Lindstrom and Kotler the human und understanding of
consumption oriented marketing, decision making based on this world is based on the experiences gained through our
styles, desire and interest of the consumer (Haghigi et al., sense. As per Isacsson and Alakoski (2009) a well
well-known fact
2011). Research studies have been carried out in relation to is that our senses are so powerful that it can help you tap into
various senses on the behavior of the consumer (Krishna and your exact emotions. By trying to understand the exact sensenses
Schwarz, 2014) as a results it’s found the concept of “Sensory of the consumer and the effect it may have on the product,
marketing”. Sensory marketing creates an impact on the sense helps the manufacturer to create their brands more uniquely
of the consumer, r, where it also affects its perception, judgement with a personal touch (Dijrovik 2008). In the present context
and behavior (Krishna, 2012). The main objective of the sensory branding or emotional branding is a marketing strategy
Sensory marketing is to send a direct message to the used to enhance the relationship between consumer and the
consumer’s brain creating an interest, tempting the client to brand. As described by Hulten (2009) there are 5 sensors and
purchase that particular product creating
reating a bond between the sensory expressions. They are identified as Visual (Sight),
client and product. (Costa et al., 2012) However, this novel Atmospheric (Smell), Auditory (Hearing), Tactile (Touch) and
marketing trend has led the consumers more confused, Gustative (Taste)
frustrated, tire and more cynical when compared to the past.
Since the five senses play an important role in the human
hu life, Visual factors (Sight)
establishing brands with great importance is a key factor in the
ever increasing brands in the market. At the same time, Our Sight plays an important role in our life. In the same
Sensory brands help to create a powerful sensory relationship manner, sight is again a very powerful tool in marketing and so
5362 Dissabandara and Dissanayake, Theoretical overview on sensory marketing

considered as the strongest sense. As per Jayakrishnan (2013) that Restaurant owners come with innovative and vivid names
more than 80% of the commercial and shopping to attract more customers. As per the studies done by Wansink
communications are done using sight sense. It is very et al., (2003) Restaurants sales have increased by 27% after
important that the creative teams use their creative talents to introducing this strategic process. Further research done by
the full in order to design visually appealing campaigns and Martin Lindstrom that 16% out of the 1000 Fortune companies
messages to capture the heart and mind of the consumer. Any have added tasting to their brand in order to boost the sales
product can be made visually attractive through Logos, Colour growth.
code creations, attractive packaging, etc., creating a branding
strategy (Hulten, 2013). Talking about the Sight, the “Eye” is Atmospheric factors (Smell)
the most important component of sight. The lens focuses
light through the vitreous humor, a clear gel-like substance that Quote “of the five senses, smell is the one with the best
fills the back of the eye and supports the retina. The retina memory” unquote. Smell is all around us creating memories,
receives the image that the cornea focuses through the eye's eyes can be closed, ears can be covered, can refuse to taste, but
internal lens and transforms this image into electrical impulses the smell lingers on in the air (Lindstrom, 2005).As discussed
that are carried by the optic nerve to the brain. This is the by Kotler and Lindstrom, (2005) the sense of smell involves
process that enables us to get our Sight (Batema 2011). Sight 45% of successful communication with brand, as smell is
keeps us going all day long from the time we wake up to the something that will linger within you, recreating memory. We
time we go to sleep. We rely on sight each moment as humans, can still remember our favourite food smells from childhood,
enabling us to create pictures of our day to day moments. First smell of our grandparents, smell of rain recreating a sweet
impression counts !!!! a famous Quote practiced in the society. memory, or smell of flowers creating an image of sadness.
Thereby it is the ultimate duty of creative directors and teams Smell works very closely with our emotions and influences our
to create that perfect image to capture consumer, where by behavior immensely (Mahmoudi et al., 2012). We continue to
simply looking at it, it is understood, creating an appealing use the same brand of perfume, simply because we smell good
impact. and feel good, sensational and sometimes revived. Likewise,
smell play an important part in making purchase decisions and
Auditory factors (Hearing) creating loyal customers. Smell also makes us happy, content,
fulfilled and relaxed (Harrop 2007). Smell is able to create a
Quote “the most important thing in communication is hearing long term or a short term image on the customer’s mind.
what isn’t said” Unquote (Peter Drucker). Out of the five Appealing smells create a long term memory where consumers
senses, hearing too play an important role in our day to day intend to make it a long standing brand in their day to day life.
life. Our ears are capable of diagnosing a minimum of 16 to When we accompany our emotional experience and remember
2800 cycles per seconds (Batema 2011). Again in branding and memorable images linked with a particular smell. This also
marketing, sound is regarded as a strategy to improve the could be linked to long term or short term marketing strategies
image of the brand. Sound, if correctly applied, can create a (Hulten, Broweus, Dijk 2009).
distinguish identity for its brand (Hulten, Broweus, Dijk 2009)
Sound creates an influence on our decision making as well as Tactile factors (Touch)
comments in relation to products and services; it has been
stated by (Lindstrom, 2005) that sound could influence on our Touch is the first sense we acquire and the secret weapon in
behavior and habit of purchase as well. Music naturally lifts many successful relationships. In a human body touch is the
our spirits. Likewise sound helps us to improve our mood, and largest sensory organ. As per the studies done by Kotler and
in marketing it is considered as important for consumer Lindstrom (2005) the sense of Touch associated with brand
behavior as well. (Alpert et al., 2005). It has been revealed by building share is 25%. The feeling of happiness or
Kotler and Lindstrom, (2005) through their studies that peacefulness felt by touch is amazing, similarly it has been
Consumers have different kind of needs, and in marketing, revealed by Peck and Wiggens (2006) that by simply allowing
sound has been used very effectively to communicate with the the consumer to touch the products, creates a positive energy
unconscious needs of the consumer. within the store and uplift the attitude in shopping. With the
development in technology touch screen has rapidly changed
Gustative factors (Taste) the lifestyle of the humans. Everything is within your reach
with a touch of a button! Studies of Peck and Wiggins (2006)
It is very challenging to link food taste with the preferences of further suggests that shopping through a touch screen device
the consumers; what one might find tasty may not at all satisfy encourages the shopper to interact with the product more
anothers’ palate. Competition among food has always been closely online. When it concerns electronic devices such as
fierce. In order to stay ahead, it is important to come up with mobile phones, computers, stereos, it’s a human nature to
innovative methods to make food taste better than your touch and experiment all the options that are available in that
competitor in a healthy way. For example if you consider Coca particular product. It has been revealed by Hulten (2013) that
Cola, it gives you that “Bite” or “Crispness” as soon as you enabling the consumer to touch the products creates a positive
take the first sip, uniquely creating an identity for itself attitude towards purchasing the item, which might have not, if
(Jayakrishnan, 2013) As per the studies done by Klosse et al. not allowed to touch. Allowing the consumers to touch the
(2004) for one to enjoy the taste, other factors such as product not only encourages them to purchase, it also builds up
ambiance, the way food is served must also contribute in a a relationship with the product creating a trust upon the quality
greater way. As consumers, we love to try new things, of the product. Consumers tend to shop in carefree mindset; it
especially if it’s soothing to your palate. It may be the same is important that the environment of the store must be customer
food we have every day, like Roasted Chicken, however if the friendly, creating a happy carefree environment for the
same Chicken is in the menu Roasted Chicken with a Twist, consumer to shop freely. Restrictions in a store puts the
definitely it will give more attraction. Likewise it is important customers away. Therefore, it is very important that the
5363 International Journal of Current Research, Vol. 11, Issue, 07, pp. 5361-5364, July, 2019

retailers must always create a carefree shopping atmosphere to Labroo, 2011; Labroo and Nielsen, 2010; Mazar and Zhong,
the client, enabling them to freely touch and feel the products. 2009; Williams and Bargh, 2008). Further, there is work by
This has been studied and revealed by Hulten, Broweus, Dijk marketing researchers that follow on the above stated.
(2009). Coca Cola is World’s favourite soft drink . Since it’s a However these work do not specifically carry the title
drink Coca Cola comes in bottle with lot of history into it, “grounded cognition” but are fundamentally based upon the
more than 155 years’ worth, as a fact. As revealed by Hulten, theory of grounded cognition. Strong examples are the
Broweus, Dijk (2009) the original Coca Cola Bottle is a lean research by Cacioppo, Priester, and Berntson (1993) and by
sample of shape marketing. Initially Coca Cola was served in a Tavassoli and Fitzsimons (2006). As mentioned previously,
glass; however, it was only when a strong bottling system was Barsalou incorporates ones bodily functions, actions and
developed that Coca Cola became the world’s famous brand as mental simulation into defining grounded cognition. However
it is today. Initially Coca Cola had the straight sided bottle the terms bodily state and situated actions are not being
which was common among its competitors and was getting provided with detailed and exact definitions by both Barsalou
confused with other copycat brands. In 1915, the Root Glass and other researchers.
Company of Indiana, designed the famous contour shape,
which was introduced to the market in 1916. Due to this History of grounded cognition
delicate curvy bottle, the consumer can enjoy a pleasant feeling
while holding the bottle. Lotze (1852) and James (1890) contain the earliest mentioning
of the grounded cognition theory. The theory proposed by
Sensory marketing related theories James-Lange speaks of how emotional experience is majorly
caused by the experience of bodily changes. Accordingly
As stated by Krishna (2011) research on each of the five Darwin (1872/1965) makes a similar statement, mentioning
senses, focusing on key elements that can generate future big- how an individual’s emotional experience can either be
step insights within each of them. Begins with haptics strengthened or weakened by associated muscular movement.
including work on person–product, person– person and Followed by a much longer pause, statements on grounded
person–product haptic interaction and also a discussion of cognition resurfaced in psychology work. In such work, Zajonc
disgust. Smell is discussed with a concentration on perception and Markus (1982:130) spoke of attitude, mentioning how
and learning. This is followed by work on audition and then on attitudes could have several representations and the somatic
taste, Vision receives little attention given the enormous work ones which are related to the body, having a difference from
in advertising in the past. The five senses provide the right that generating from the mind seemed more significant. If this
scaffold on which to build our discussion of grounded seems to be it, why then has a revival taken place? The main
cognition in other words cognition grounded in the senses. reason could be the recent developments that took place in
Following figure explains the conceptual framework for neuroscience. For example, mirror neurons have been
sensory marketing (Krishna, 2011). discovered and the activity that was observed is simulated
within the monkeys’ motor systems (DiPellegrino et al., 1992).
In like manner Adolphs, Damasio, Tranel, Cooper, and
Damasio (2000) involved themselves with both patients with
brain damage and normal individuals. The output indicates
how areas involved with motor and somatosensory are
occupied in entirely perceptual activities such as stimulus
identification.

Metaphors and grounded cognition

One area under grounded cognition that has gained recent

popularity is metaphors. A few metaphors such as fishy smell,
Figure 1. Extracted from conceptual frame work of sensory clean person or warm heart are inclusive of sensorial content.
marketing (Krishna, 2011) As yet another example, Williams and Bargh (2008) discusses
how holding onto a warm or cold cup effects the judgements of
Perception affects grounded cognition an individual to them being warmer or colder. Further, holding
a warm cup as opposed to holding a cold one leads to a major
As described by Krishna (2011) the theory of “grounded possibility of one purchasing gifts for friends as opposed to
cognition” is one of the based theories for sensory marketing. getting something for oneself. This occurrence is put to test
Based on studies, no argument seemed to have taken place with the use of neuroscience proof that the insula is the one
stating how ones perception impacts the attitude, behavior and taking into account the processing of physical warmth denoting
memory of an individual. However discussions on whether temperature and also social warmth which is in terms of trust.
ones thoughts are kept in the manner by which it was Numerous studies discuss how metaphors representing
perceived have been debated on. Accepted studies and theories sophisticated emotions, are prone to have a more neutral
on cognition presents thought as separate from perception. underpinning while some may be of a more rigorous nature in
However Barsalou (2008) speaks of another view on thought, comparison to others. For instance, fishy smells are capable of
which mentions how ones bodily state, situated actions and kindling suspicion (Lee and Schwarz, 2011). Nevertheless,
mental simulations together produce ones cognitive doings. fishy smell and suspicion show a bidirectional association.
There is evident growth among the people that support theories Hence under this light, when a person is suspicious, a fishy
on grounded cognition. Similarly recent psychology and smell is a fishy smell. Similarly, the feeling of coldness and the
marketing related work have been contributing towards feeling of loneliness have a bidirectional link between each
structuring off grounded theories on cognition (Hung and other (Ijzerman and Semin, 2009; Zhong and Leonardelli,
5364 Dissabandara and Dissanayake, Theoretical overview on sensory marketing

2008). Isanski and West (2010) and Landau, Meier, and Keefer Ijzerman, H. and Semin, G. R. 2009. The thermometer of
(2010) provide an outstanding sketch related to research done social relations. Psychological Science, 20, 1214–1220.
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