Lecture 3 Part 1: Sensory Marketing Flashcards
Learn about sensory marketing
What is Krishna’s definition of sensory marketing?
“Sensory marketing is marketing that engages consumers’ sense and affects their perception. Judgement and behaviour.”
Sensory and perception are?
Different
Why is sensory marketing used?
To influence the choices of consumers by affecting their perception of the products marketers are selling
How does touch affect consumer behaviour?
Touch, whether between two products, two humans, or a product and a human seem to impact consumer behavior in significant ways.
What is the main use of smell in sensory marketing?
Smell is used so consumers correlate specific scents to products through the power smell has on memory.
What impact does taking advantage of sound through sensory marketing have on consumer behaviour?
Can affect:
- Product evaluation (e.g., related to how a product sounds)
- Advertisement evaluation (e.g., related to the music in an advertisement)
- Perception of ambience in a restaurant or hotel (e.g., through ambient music).
What are the 5 ‘pure’ tastes that humans can distinguish between?
- Sweet,
- Salty,
- Sour,
- Bitter
- Umami.
How do people distinguish between very subtle tastes in the real world if there are only 5 ‘pure’ tastes?
Through a combination of all five of our senses
What should marketers consider when applying sensory marketing to a food and drink product?
Taste of a product is key but marketers must ensure that they do not neglect the other four senses when, as all senses play a role in making up what food and drink actually tastes like.
What is an easy way to understand the difference between sensation and perception in a visual context
Visual illusions
E.g., the ‘Café Wall Illusion’
What is the dominant sense and why (in context of sensory marketing)
Vision as a vast amount of research has been done on visual input in an advertising context
Example of use of smell and touch in sensory marketing?
McCain Foods advertising using an interactive poster at a bus shelter. Passersby are enticed through smell and touch. The billboard releases the smell of a baked potato and the 3d fiberglass jacket potato sculpture on the board heats up. Engages consumers senses through smell and touch. Multisensory experience and great example of sensory marketing.
Visual (Sight) Example in sensory marketing?
-Apple Stores: The minimalist design, the use of space and light, and the presentation of products allow consumers to focus on the devices, which are displayed on wooden tables that encourage interaction. The visual appeal of Apple’s product design and store layout is a key aspect of their brand identity.
Auditory (Sound) example in sensory marketing
Coca-Cola: The brand has historically used catchy jingles and music in their advertisements. Coca-Cola believes in the power of music to create emotional connections and has even invested in its own music studio to produce original songs for their ads. Head of culture marketing believes that music can be a two-way conversation between the organisation and consumer
Gustatory (Taste) example in sensory marketing
Gustatory (Taste)
Wine Tastings at Vineyards: Many vineyards and wineries offer wine tasting experiences where visitors can sample different wines. This allows consumers to engage their sense of taste directly, influencing their perception of the wine’s quality and the overall brand. The act of tasting helps consumers make informed purchasing decisions and can lead to increased sales and brand loyalty. The sensory experience of tasting the wine, along with the visual appeal of the vineyard and the knowledge imparted by the staff, creates a comprehensive brand experience that can enhance consumer value and contribute to brand image.
