Sensory Marketing: A Study of Manipulating Consumer Senses for Improved Sales

Running head: SENSORY MARKETING
Sensory Marketing
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1SENSORY MARKETING
Problem Statement
The study of sensory marketing as a product of fast paced Globalized economy where
consumers run after instant gratification, communication, filtered search regarding products
of both necessities and luxury is crucial. Domain of sensory marketing craves to satisfy the
five senses of the consumers in order to facilitate an improved sale of the products where
consumers can find a tint of aesthetics related with the advertisement process. However, in
case of sensory marketing companies are explicitly manipulating the sensory experiences of
the consumers in order to create a market niche for themselves. The false interface that is
therefore created triggers tremendous psychological conflicts within the consumer which the
companies are unethically using for the sake of their advertisement. For instance if a music is
being played for the purpose of a sale of a particular biscuit brand the consumer is bound to
weave a feeling of negativity or positivity with the music. In this case the manipulation of
that particular music and sense is taking place. This can also reduce the sales growth of the
company. Since sense manipulation is affecting sales rate it can adversely affect the
reputation of the company resulting in the lack of customer retention. The other crisis is it can
hurt the consumer sentiments and result in loss of customers.
Another problem is that sensory marketing is lack of knowledge regarding market
segmentation without which marketing often steer towards the imprecise way. Marketing has
failed over the years for failing to take a kaleidoscopic view of the market they are operating
in.

2SENSORY MARKETING
Literature review
Sensory marketing that deals is far removed from the strategies of traditional
marketing since it demands for greater participation from consumers. With sensory marketing
brands are creating strategies in order to provoke the five sense, sight, sound, touch, smell
and taste of the customers which is indicative of the emerging market. In this type of
marketing according to the views of Atkinson & Kennedy, (2017) the customers enjoy quite a
lived experience by the sheer pleasures of aesthetics that they associate with the products
which bring popularity of these products in the commercial market. The surrounding
sensation that the product creates is further responsible for generating an unique brand image
fetching customer loyalty and creation of the consumption environment. One of the
fundamental examples of sensory marketing is the emergence of virtual holidays in Hawaii
that has already earned huge popularity amidst the customers who are willing to pay for a
brief moment of recreation. In this case, the researchers developed a headset for the virtual
travelers with enhanced sound effects that created an illusory feeling of joy and sumptuous
feeling. In the views of Krishna, Cian & Sokolova, (2016) brands are today responsible for
generating technologically advanced equipments that would immerse the consumers
completely in a different world, so that they would be more willing to play for the virtual than
experiencing in the real. As per Zhang, (2015) the conception of utilizing consumers’ senses
in the marketing strategy revolves round the concept of sense and respond philosophy.
In the opinion of Krishna, Cian & Sokolova, (2016) this advanced form of marketing
will create a platform which will bring together user and brands. Restaurants in Hawaii, for
instance Marriott Hotel with the aid of Telereporter which is responsible for fetching more
customers both at a local and international level. The customers are trying out this latest
technology which is resulting in them in almost a surrealistic experience in feeling the
physical aspects of the environment without actually being a part of it. Carefully crafted

3SENSORY MARKETING
parameters for experience like lodging heaters in order to stimulate heat on the face equaling
it with sun, this has been phenomenal in attracting customer fancy. It is also relevant to note
the different aspects of sensory experience results in varying degree of consumer
participation with the product. Sound has a different impact on the consumer’s mood and
general idea of the product generating in pleasure and aversion. If the strategy is formulated
in appropriate manner impact of touch could generate a positive attitude amongst the
consumers towards the product. If one wants to rephrase the entire idea about sensory
marketing it can be easily concluded that the brands are selling experiences in the market
(Kim, Choe & Petrick, 2018).
Researchers have also delved deeper into the phenomenon of the consumer
psychology in the realm of sensory marketing. brands are exploiting snappier graphics and
resolution and appealing colors which is true because when in Hawaii virtual holidaying is
being sold to the customers, they are not just selling a product or brand that he consumers are
at liberty to reject, but moments in which the consumers are once submerging themselves are
compelled to invest more into it (Liu, Bogicevic & Mattila, 2018). Where sensory marketing
is more successful in enticing consumers when compared to traditional marketing is that
traditional marketing was mainly concerned with the visual attributed that strived to infuse
within the consumers a sense of thrill and curiosity towards the product. Therefore, as evident
in Krishna, Cian & Sokolova, (2016) in the international context, sensory marketing is
gaining importance since consumers have underwent a major shift in their buying behavior.
As today with the introduction of globalization, countries are free to trade with one another,
the brands are opting for several new approaches to mitigate loss or high fluctuation of
consumer loyalty. Sensory marketing has revitalized the entire experience of shopping,
watching theatre, enjoying rides at amusement parks or enjoying virtual holiday via 4D (Kim,
Choe & Petrick, 2018). Sensory marketing has also enhanced customers’ willingness to pay