Sensory approach

Question 1

What is the sensory approach?

Answer 1

Engages the consumers’ senses and affects their perception, judgment, and behaviour.

Question 2

Brand-consumer exchange

Answer 2

Not dyadic, a positive paradigm, the marketer is in control of the experience.

Question 3

Assumptions

Answer 3

Consumers experience something physically before they can process it mentally

Question 4

Grounded cognition

Answer 4

Cognition and the formation of mental representations are also shaped by bodily experiences, and it emphasizes the role of the body and its place in the environment in the cognitive processes.

Question 5

Consumer perspective: Homo sapiens

Answer 5

We are biological beings where the five senses deliver sensory inputs as the sources of a person’s experiences, affections, cognitions, and behaviours.

Question 6

Brand experience

Answer 6

Consumer value lies in the consumption experience.

Question 7

The five senses

Answer 7

1) Visual sense (sight)
2) Auditory sense (hearing)
3) Tactile sense (touch)
4) Olfactory sense (smell)
5) Gustatory sense (taste)

Question 8

Tactile sense

Answer 8

1) Instrumental touch: Related to purchase of product
- Touch to purchase
- Touch to get non-haptic information (sense-based information)
- Touch to get haptic product information (touching the product to get more information about what the product feels like when touched)
2) Hedonic touch: touch without aim

Question 9

Olfactory sense

Answer 9

SOR (Stimuli, Organism, Response): Scent stimuli will lead to an emotion in the organism and this will lead to an attitudinal or behavioural response.

Question 10

Sensory branding

Answer 10

Brands offer consumers and customers sensory experiences which lead to a stronger brand affiliation.

Question 11

Multisensory brand experiences

Answer 11

A powerful technique for enhancing customer experiences in relation to product branding.

Question 12

Methods & data

Answer 12

1) Self-reporting methods: Test laboratory setting
2) Neurophysiological methods: How consumers respond to sensory stimuli by measuring neural responses to uncover cognitive neurophysiological responses with the use of technological equipment that measures neural response through biological measures.

Question 13

Brand experiences

Answer 13

1) Theme the experiences
2) Harmonize impressions with positive cues
3) Eliminate negative cues
4) Mix in memorabilia
5) Engage all five senses