Sensory Marketing

Sensory Marketing

1. Senses dictate what appeals to us.

   • Businesses need to establish a 'Sensory Signature'

2. Vision

   • Bryantt (1999)- Colours stimulate emotions. Eg red- appetite, blue- relaxed
   • Frank and Gilovich (1988)- Associations reaction to colour for example black colour of mourning in uk, powerful sports team in USA.
   • Thomas (2001)- Older people prefer white. Colours become duller with age.
   • Colours change with fashion. Eg pantone colour of the year

3. Smell

   • Processed in 'Lymbric systems' part of the brain. (gives fastest emotional response)
   • Evoke memories and cane be either a positive or negative stimuli.

4. Touch (Haptic Sense)

   • When consumers touch a product they have a higher sense of attachment to it.
   • E.g. Apple products
   • Ability to influence sales interaction. E.G turtle Bay trained to touch people on shoulder when doing check backs.

5. Hearing

   • Music can influence peoples mood and behaviour
   • Sound symbolism- The way a word sounds influences our assumptions.
     • E.G Kellogs- Kruchy, Pepsi- Pop

6. Taste

   • Taste receptors contribute to experience of products
   • Cultural factors determine the tastes found desirable

7. Perception process

   • Process where senses are selected, organised and interpreted (depends on different factors)
   • Perceptual Process (Sensory stimuli, sensory receptors -> exposure, attention, interpretation
   • Stage 1- Exposure
     • 1) Stimuli comes within sensory receptors
       • 2) Impact on sensory threshold.
         • Absolute Threshold- The minimum amount of stimuli that can be detected from one of the senses
         • Differential Threshold- The ability the sensory system can detect changes between two stimuli.
           • Minimum change called Just Noticeable Difference (J.N.D)
           • Webbers Law- The stronger the initial stimuli the greater the change must be for us to notice it.
         • Psychophysics- how people mix physical environment into own personal world.
   • Stage 2- Attention
     • Consumers often in a state of 'Sensory Overload'
     • Personal selection
       • Experience (from stimuli)
       • Perceptual Vigilance (Aware of stimuli that relates to needs),
       • Perceptual Defence (See what they want to see)
       • Adaptation (How often consumers notice stimuli eg exposure, relevance.
     • Stimuli characteristics eg exposure, size.
   • Stage 3- Interpretation
     • Solomon (2011)- The meaning (schema) we apply to a stimuli
       • Schema- set of beliefs
       • Priming- something to evoke a schema.

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