Affiliation:
1. Indian Institute of Technology, Jodhpur, India
Abstract
Marketing to the consumer senses is called sensory marketing. Notably, there has been a swell of interest in sensory marketing pertaining to (a) the role of senses in curating multisensory experiences for consumers, and (b) the recent sensory enabling technological advancements such as AR/VR and GenAI. The present chapter discusses the emergence, evolution, and emerging perspectives in the field. Specifically, the authors have found that the field of sensory marketing is derived from the hedonic consumption concept and emotional aspects of consumption. In addition, a sensory marketing mix has been constructed to delineate the working of senses in marketing. The study found that multisensory experiences form the core of buyer behavior in sensory marketing. Further, future research insights using sensory neuromarketing tools such as eye-tracking, EEG, GSR, and fMRI may be effective in growing the field. Lastly, the authors discuss the emerging perspectives and future directions for new marketing realities.
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