Marketing Strategies Based on Customer Senses

Management
12:RESPONSIBLE CONSUMPTION
Togawa Taku

Faculty of Economics / Department of Management

Togawa Taku Associate Professor

Contact togawa@sophia.ac.jp

Abstract

Consumers’ purchase decisions are largely influenced by sensory experiences such as vision, sound, and smell. For example, warmth (vs. coldness) conveyed by ad imagery can affect the evaluation of the advertised product. Specific types of smell in the retail environment promote consumers’ purchase behavior of smell-related products. I research these effects and communicate the findings with academic communities and industries.

Conceptual model of sensory marketing (Sorce: Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351.)

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