Sensory Marketing

Question 1

Sections/Structure of the brain

Answer 1

o	Occipital Lobe/Cortex 
o	Parietal lobe
o	Temporal lobe
o	Frontal lobe
o	Insula
o	Deep structures: Basal Ganglia, Medial Temporal Structure, Cingulate Cortex

Question 2

What are the 3 different brain structure concepts?

Answer 2

Redundancy = a function is performed by two or more identical regions

Degeneracy = a function is performed by two or more dissimilar regions of the brain

Pluripotentiality = a concept where one structure can take on many different roles

Question 3

2 different processing streams

Answer 3

dorsol stream
o orienting, finding our way
o how we are working with objects, grasp/hold/manipulate objects

Ventral stream
o goes from primary visual cortex down to temporal cortex
o ability to recognize a bottle/object/brand

Question 4

How does marketing manipulate our senses?

Answer 4

• weights in product
• (fake) leather scent in shoe stores
• lemon scent in casinos to trigger risk taking in men
• mouse klicking
• shutting the door of a car

to signify better quality

Question 5

Does it make sense to use specific scents to enhance brand memory?

Answer 5

Morrin & Ratnershaw:

• having a scent had a lot of impact on poeple’s viewing time, whether congruent or incongrent scent led to more visual attention
• > no reason to design a certain smell
• too much/overpowering scent can have to opposite effect (on women, no effect on men)

Question 6

What makes the olfactory sense special?

Answer 6

Differently organized than all the other senses, other senses = contra-laterally, olfaction sense = ipsilateral

Smell stimuli reach emotional parts much faster than other senses = highly emotional sense, can bring back memories from 20-30 years ago (completely different memory system attached)

Why ist that?
Warning not a recognition system, most often we do not give any attention to smell, only if it’s out of place

Can be influenced, what you are brought to believe will influence what you actually perceive