The Power of Sensory Marketing in Advertising

Krishna, Aradhna, Luca Cian, and Tatiana Sokolova. "The power of sensory marketing in advertising." Current Opinion in Psychology 10 (2016): 142-147

Darden Business School Working Paper No. 2759399

6 Pages Posted: 6 Apr 2016

See all articles by Aradhna Krishna

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business

Luca Cian

University of Virginia - Darden School of Business

Tatiana Sokolova

HEC Paris - Marketing

Date Written: August 1, 2016

Abstract

This article discusses the role of sensory marketing in driving advertisement effectiveness. First focusing on vision, we discuss the effect of mental simulation and mental imagery evoked by ad visuals on ad effectiveness. Second, we review findings on gustation, zooming in on the effect of multi-sensory stimulation on taste perceptions. Third, we elaborate on the role of actual and imagined touch in shaping consumer evaluations and behaviors. Fourth, we discuss olfaction as a driver of ad recall and responses to ads. Finally, we review the role of auditory sense in advertising, focusing on the effect of music on consumers’ memory for and evaluations of ads. Directions for future research in the domain of sensory marketing and product advertising are discussed.

Keywords: sensory marketing, advertising, perception, marketing research, embodied cognition, conceptual metaphor

Suggested Citation

Krishna, Aradhna and Cian, Luca and Sokolova, Tatiana, The Power of Sensory Marketing in Advertising (August 1, 2016). Krishna, Aradhna, Luca Cian, and Tatiana Sokolova. "The power of sensory marketing in advertising." Current Opinion in Psychology 10 (2016): 142-147; Darden Business School Working Paper No. 2759399. Available at SSRN: https://ssrn.com/abstract=2759399

Aradhna Krishna (Contact Author)

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

Luca Cian

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Tatiana Sokolova

HEC Paris - Marketing ( email )

Paris
France

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