Sensory Marketing

Question 1

What is consumer perception

Answer 1

• Porteous 2024: a process of converting sensory input into an understanding of how the world works
  *Combining many different sensory stimuli through 5 senses as each sense is constantly feeding information to the brain

Question 2

What is sensory marketing

Answer 2

• Porteous 2024: marketing that engages the consumers senses and affects their perception, judgement and behaviour
  ○ Enables marketers/brands to
  establish a deeper relationship
  with consumers based on
  sensory cues

Question 3

sight

Answer 3

Sight
* Zubin 2023: colour has a significant affect on this sense as colours are used to attract attention by conveying particular emotions and meaning

○ Often culturally specific
-Such as china funeral colours are white and in uk is black

○ Often consumers have a colour preference depending on product category
- Such as green being environmentally friendly connotations, purple royalty

○ Product colour is more important among young adults than older age groups and it is more important to females than males

Question 4

Smell

Answer 4

• Porteous 2024: smell has a powerful cue for emotions and memories therefore can be utilised for marketing

○ Smells may be used simply to create a pleasant ambience in stores
○ Some companies create scents that have harmony with the brand and create consistency in consumer experience (e.g. Hollister).
○ Others use smell to draw in customers (e.g. Cinnabon)
○ Some may do various of these to further enhance

• Example is playdoo has a unique smell creating a hallmark for the brand (hasbro, 2018)
• Law of primacy Zubin 2023:

○ Sometimes sights, smells or sounds from our past will trigger off inappropriate responses; the smell of bread baking may help recall aromas emanating from a village bakery from 20 years ago, but in fact the smell could have been artificially generated by a commercial aerosol spray near the supermarket’s bread counter.

Question 5

Sound

Answer 5

Sound (porteous 2024)

• Companies can use this to develop sonic logos using jingles or popular music in advertising
  ○ Majority of parents state that their children will sing along to jingles showing the impact
• Type of tone used can alter how a consumer thinks (Zubin 2024)
  ○ Falling tone can be seen making a flat statement or even offensive leading to false perception
  Is different depending on the culture

Question 6

Touch

Answer 6

This is arguably the most important as it’s the first to develop and last sense to be lost (porteous, 2024)

• Porteous 2024: can cause disguit or law of contagion which is a psychological principle where people believe that objects or individuals that come into contact can transfer properties, often associating it with magic, superstition, or contamination.
  ○ Common in food
• Porteous 2024: being able to touch something before we buy can help encourage a purchase through:
  ○ Weigh/ feel
  ○ Texture
• This affects some products more than others and is not necessary for certain products
• Consumers vary in their need for touch

Question 7

Taste

Answer 7

Porteous (2024): taste perception is able to be influenced by other senses

• Porteous (2024): a way to utilise taste in marketing is through product samples

○ Reduces perceived risk and change perceptions
○ Key for food products

Question 8

Neurodiversity sensory marketing

Answer 8

(porteous, 2024)
* Some neurodiverse people can experience sensory overload therefore should reduce stimulation to accommodate for these consumers
○ Increases brand rep

• Some retail and leisure spaces have implemented quiet hours or sensory kits to enhance these individuals experience