An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior

Abstract I define “sensory marketing” as “ marketing that engages the consumers' senses and affects their perception, judgment and behavior. ” From a managerial perspective, sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality). Given the gamut of explicit marketing appeals made to consumers every day, subconscious triggers which appeal to the basic senses may be a more efficient way to engage consumers. Also, these sensory triggers may result in consumers' self‐generation of (desirable) brand attributes, rather than those verbally provided by the advertiser. The understanding of these…