research papers on sensory marketing

Research on sensory marketing explores how using sights, sounds, smells, tastes, and textures can influence consumer behavior and perceptions. It examines how sensory experiences can enhance brand recall, increase emotional engagement, and motivate purchasing decisions. For example, a pleasant scent in a store might encourage longer visits, or appealing visuals can attract attention. These studies help businesses design environments and products that appeal more effectively to the senses, creating stronger connections with customers and improving overall marketing strategies.