Distinción conceptual y teórica de Marketing Sensorial: Tendencias y perspectivas
DOI:
https://doi.org/10.33064/iycuaa2021832750Palabras clave:
Marketing Sensorial; Neuromarketing; Marketing experiencial; Diferencias; Perspectivas; Sentidos.Resumen
Actualmente, en el mundo académico y científico, aunado al empresarial, se suele confundir las conceptualizaciones de términos del quehacer del marketing. Por ejemplo, el marketing sensorial es objeto de confusión con otras variables, alterando su definición, conocimiento y comprensión. Por lo tanto, para poder unificar criterios, debemos preguntarnos ¿Cuál es la diferencia conceptual y teórica del Marketing Sensorial? Este artículo tiene como objetivo resaltar la teoría y conceptualización del marketing sensorial y esclarecer las diferencias con otras variables. Se concluye que el marketing sensorial es una combinación de sensores neurológicos que refuerza las sensaciones de los consumidores, motivando su experiencia por la emoción y no la razón. Es por ello que, abriéndose un amplio campo de estudio del marketing sensorial, se invita a investigadores a incrementar el estudio con una mayor amplitud con enfoque empírico, en nuevos campos del conocimiento.
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Biswas, D., Szocs, C. y Abell, A. (2019). Extending the boundaries of Sensory Marketing and examining the sixth sensory system: Effect of Vestibular Sensations for sitting versus standing postures on food taste perception. Journal of Consumer Research. doi: 10.1093/jcr/ucz018
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Ibn-e, H. & Iqbal, J. (2016). Employing Sensory Marketing as a Promotional Advantage for Creating Brand Differentiation and Brand Loyalty. Journal of Commerce and Social Sciences, 10(3), 725 – 734. Recuperado de https://search.proquest.com/docview/1865486812/733AB4796A274D1DPQ/11?accountid=37408
Jang, H. y Lee, S. (2019). Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management. Sustainability, 11(22), 6430. Doi: 10.3390/su11226430
Jiménez, G., Bellido, E. & López, A. (2019). Marketing Sensorial: El concepto, sus técnicas y su aplicación en el punto de venta. Vivat Academia, 22(148), 121 – 147. doi: 10.15178/va.2019.148.121-147
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Lim, W.M. (2018). Demystifying Neuromarketing. Journal of Business Research, 91, 205 - 220. doi: 10.1016/j.jbusres.2018.05.036
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Mañas, L., Núñez, P., & Tur-Viñes, V. (2020). Neuromarketing as a strategic tool for predicting how Instagramers have an influence on the personal identity of adolescents and young people in Spain. Heliyon, 6(3), e03578. doi: 10.1016/j.heliyon.2020.e03578
Meyerding, S.G.H.,& Mehlhose, C.M. (2018). Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infreared spectroscopy (fNIRS). Journal of Business Research. doi: 10.1016/j.jbusres.2018.10.052
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Stasi, A., Songa, G., Mauri, M., Ciceri, A., Diotallevi, F., Nardone, G. & Russo, V. (2018). Neuromarketing empirical approaches and food choice: A systematic review. Food Research International., 108, 650 – 664. doi: 10.1016/j.foodres.2017.11.049
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Barnes, J. (2017). Out with the old - perception and in with the new - five senses research in tourism and hospitality studies. AU-GSB E-Journal. 10(1), 134 – 140. Recuperado de: https://search.proquest.com/docview/2384092161/66D99C03095A46C2PQ/9?accountid=37408
Bellintani, H., Goncalves, C., y Pantuza, C. (2017). Neurociencia do consumidor e Neuromarketing: Potencial de adocao teórica com a aplicacao dos métidis e técnicas em neurociencia. Revista Brasileira de Marketing, 16(4), 439-453. Recuperado de http://www.redalyc.org/articulo.oa?id=471755326002
Bezerra, B. & Covaleski, R. (2014). Marketing Experimental e criacao artística: uma análise da atual demanda de consumo. Revista FAMECOS. 21(1), 224 – 250. Recuperado de https://search.proquest.com/docview/1551138318/66D99C03095A46C2PQ/10?accountid=37408
Biswas, D., Labrecque, L., Lehmann, D., & Markos, E. (2014). Making Choices While Smelling, Tasting, and Listening: The Role of Sensory (Dis)similarity When Sequentially Sampling Products. Journal of Marketing, 78(1), 112 –126. doi: 10.1509/jm.12.0325
Biswas, D., Szocs, C. y Abell, A. (2019). Extending the boundaries of Sensory Marketing and examining the sixth sensory system: Effect of Vestibular Sensations for sitting versus standing postures on food taste perception. Journal of Consumer Research. doi: 10.1093/jcr/ucz018
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2018). Creating Effective Online Customer Experiences. Journal of Marketing, 002224291880993. doi: 10.1177/0022242918809930
Bloch, H. Ridgway, M. & Dawson, A. (1994). The shopping mall as consumer habitat. Journal of Retailing, 70(1), 23 - 42. doi: 10.1016/0022-4359(94)90026-4
Custódio, Y., Lara, J., Vasconcelos, M. & Locatelli, R. (2015). Análise sensorial: Aplicacao a um evento gastronómico. Podium, 4(1), 32 – 47, doi: 10.5585/podium.v4i1.106
Folstad, A. & Kvale, K. (2018). Customer journeys: a systematic literature review. Journal of Service Theory and Practice, 28(2), 196 - 227. doi: 10.1108/jstp-11-2014-0261
Gálmes, M. (2015). Comunicación y marketing experiencial: Aproximación al estado de la cuestión. Opción, 31(1), 974 - 999. Recuperado de https://www.redalyc.org/articulo.oa?id=31043005054
Garcillán, M. (2015). Persuasión a través del marketing sensorial y experiencial. Opción. 31(2). 463-478. Recuperado de https://www.redalyc.org/articulo.oa?id=31045568027
Géci, A., Nagyová, L. y Rybanská, J. (2017). Impacto of sensory marketing on consumer’s buying behaviour. Potravinarstvo Slovak Journal of Food Sciences, 11(1), 709 – 117. doi: 10.5219/835
Grewal, D., Baker, J., Levy, M. & Voss, G. (2003). The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores. Journal of Retailing, 70 (4), 259 - 268. doi: 10.1016/j.jretai.2003.09.006
Gonzales, A. (2017). New Marketing Trends in Economic and Administrative Sciences. Cuadernos Latinoamericanos de Administración, 13(25), 5-8, doi: 10.18270/cuaderlam.v13i25.2384
Hamelin, N., Taichon, P., Abraham, C., Driver, N., Lipscombe, J., Naik, M., & Pillai, J. (2020). Storytelling, the scale of persuasion and retention: A neuromarketing approach. Journal of Retailing and Consumer Service, 55 (2020). doi: 10.1016/j.jretconser.2020.102099
Haase, J. y Wiedmann, K. (2018). The sensory perception item set (SPI): An exploratory effort to develop a holistic scale for sensory marketing. Psychology & Marketing, 1 -13. doi: 10.1002/mar.21130
Helmefalk, M. y Hultén, B. (2017). Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers emotions and purchase behavior. Journal of Retailing and Consumer Services, 38, 1- 11. doi: 10.1016/j.jretconser.2017.04.007
Hussain, S. (2019). Sensory Marketing Strategies and Consumer Behavior: Sensible Selling Using All Five Senses. Journal of Business Strategy, Hyderabad, 16(3), 34 – 44. Recuperado de https://search.proquest.com/docview/2311509102/733AB4796A274D1DPQ/15?accountid=37408
Ibn-e, H. & Iqbal, J. (2016). Employing Sensory Marketing as a Promotional Advantage for Creating Brand Differentiation and Brand Loyalty. Journal of Commerce and Social Sciences, 10(3), 725 – 734. Recuperado de https://search.proquest.com/docview/1865486812/733AB4796A274D1DPQ/11?accountid=37408
Jang, H. y Lee, S. (2019). Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management. Sustainability, 11(22), 6430. Doi: 10.3390/su11226430
Jiménez, G., Bellido, E. & López, A. (2019). Marketing Sensorial: El concepto, sus técnicas y su aplicación en el punto de venta. Vivat Academia, 22(148), 121 – 147. doi: 10.15178/va.2019.148.121-147
Jiménez, J. & Campos, S. (2016). Marketing Experiencial en FITUR: Análisis de dos destinos competidores, Islas Canarias e Islas Baleares. Pasos, 14(1), 75 – 91. Recuperado de https://search.proquest.com/docview/1835703842/66D99C03095A46C2PQ/5?accountid=37408
Khotimah, K., Sucherly, D. y Kaltum, U. (2016). Event Marketing and Experiential Marketing towards the formation of net marketing contribution margin (NMCM). Procedia - Social and Behavioral Sciences, 219, 431 - 439. doi: 10.1016/j.sbspro.2016.05.017
Kotler, P. (1974). Atmospherics as a marketing tools. Journal of Retailing, 49(4). Recuperado de https://www.researchgate.net/publication/239435728_Atmospherics_as_a_Marketing_Tool
Krishna, A.& Schwarz, N. (2014). Sensory Marketing, embodiment, and grounded cognition: A review and introduction. Journal of Consumer Psychology, 24(2), 159 – 168. doi: 10.1016/j.jcps.2013.12.006
Krishna, A., Cian, L,& Sokolova, T. (2016). The power of sensory marketing in advertising. Current Opinion in Psychology, 10. 142 – 147. Doi: 10.1016/j.copsyc.2016.01.007
Krishna, A., Cian, L., & Aydinoglu, N. (2017). Sensory Aspects of Package Desing. Journal of Retailing, 93(1), 43 – 54. doi: 10.1016/j.jretai.2016.12.002
Lim, W.M. (2018). Demystifying Neuromarketing. Journal of Business Research, 91, 205 - 220. doi: 10.1016/j.jbusres.2018.05.036
Lowe, M. L., & Haws, K. L. (2017). Sounds Big: The Effects of Acoustic Pitch on Product Perceptions. Journal of Marketing Research, 54(2), 331–346. doi: 10.1509/jmr.14.0300
Madé, M. (2019). Las neuronas espejo en el neuromarketing: Una estrategia peligrosa cuando no se aplican normas éticas. Ciencia y Sociedad, 44(3), 25-31. Recuperado de: https://www.redalyc.org/jatsRepo/870/87060917003/index.html
Madzharov, A. V., Block, L. G., & Morrin, M. (2015).The Cool Scent of Power: Effects of Ambient Scent on Consumer Preferences and Choice Behavior. Journal of Marketing, 79(1), 83 – 96. doi: 10.1509/jm.13.0263
Mañas, L., Núñez, P., & Tur-Viñes, V. (2020). Neuromarketing as a strategic tool for predicting how Instagramers have an influence on the personal identity of adolescents and young people in Spain. Heliyon, 6(3), e03578. doi: 10.1016/j.heliyon.2020.e03578
Meyerding, S.G.H.,& Mehlhose, C.M. (2018). Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infreared spectroscopy (fNIRS). Journal of Business Research. doi: 10.1016/j.jbusres.2018.10.052
Nghiém-Phú, B. (2017). Sensory marketing in an outdoor out-store shopping enviroment-an exploratory study in Japan. Asia Pacific Journal of Marketing and Logistics, 29(5), 994 - 1016. doi: 10.1108/APJML-09-2016-0178
Nik, P., Farashi, S. & Safari, M. (2019). The application of EEG power for the prediction and interpretation of consumer decision-making: A neuromarketing study. Physiology & Behavior. doi: 10.1016/j.phusbeh.2019.04.025
Oliveira, J. H.C. de.,& Giraldi, J. de M. E. (2019). Neuromarketing and its implications for operations management: an experiment with two brands of beer. Gestão & Produção, 26(3). doi: 10.1590/0104-530x3512-19
Ortegón, L. & Gómez, A. (2016). Gestión del marketing sensorial sobre la experiencia del consumidor. Revista de Ciencias Sociales, 12(3), 67 – 83. Recuperado de https://www.redalyc.org/articulo.oa?id=28049146006
Ortegón, L & Royo, M. (2017). Attraction factors of shopping centers. European Journal of Management and Business Economics, 26(2), 199 - 291. doi: 10.1108/EJMBE-07-2017-012
Österle, B., Kuhn, M. & Henseler, J. (2018). Brand worlds: Introducing experiential marketing to B2B branding. Industrial Marketing Management, 72, 71 – 98. doi: 10.1016/j.indmarman.2018.04.015
Petit, O., Velasco, C., Cheok, A. & Spence, C. (2015). Consumer sensory neuroscience in the context of food marketing. Proceeding of the 12th International Conference on Advances in Computer Entertainment Technology. 49(15), 1 - 4. doi: 10.1145/2856226
Petit, O., Velasco, C. & Spence, C. (2019). Digital Sensory Marketing: Integrating new technologies Into Multisensory online experience. Journal of Interactive Marketing, 45, 42 – 61. doi: https: 10.1016/j.intmar.2018.07.004
Rodas, J. & Montoya, L. (2018). Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience. Dyna, 85(207), 54. doi: 10.15446/dyna.v85n207.71937
Rudd, M., Hildebrand, C., & Vohs, K. D. (2018). Inspired to Create: Awe Enhances Openness to Learning and the Desire for Experiential Creation. Journal of Marketing Research, 55(5), 766–781. doi:10.1177/0022243718802853
Salas, H. (2018). Neuromarketing: Explorando la mente del consumidor. Revista Científica de la UCSA. doi: 10.18004/ucsa/2409-8752/2018.005(02)036-044
Santos, L. (2018) Neuromarketing: A nova ciencia do consumo. Revista de Administracáo de Empresas. doi: 10.1590/s0034-759020180410
Satti, Z., Babar, S. y Ahmad, H. (2019). Exploring mediating role of service quality in the association between sensory marketing and customer satisfaction. Total quality management & Business Excellence, 1 - 18. doi: 10.1080/14783363.2019.1632185
Shankar, V., Inman, J., Mantrala, M., Kelley, E. & Rizley, R. (2011). Innovations in Shopper Marketing: Current Insights and Future Research Issues. Journal of Retailing, 87, 29 – 42, doi: 10.1016/j.retai.2011.04.007
Singh, R., Pund, R. y Pandey, P. (2020). Evaluation of sensory marketing on consumer behavior: With special reference to hotels in Gurugram, Haryana. International Journal of Advanced Science and Technology, 29(5), 1174 - 1181. Recuperado de http://sersc.org/journals/index.php/IJAST/article/view/8134/4629
Skandalis, A., Byrom, J.,& Banister, E. (2019). Experiential marketing and the changing nature of extraordinary experiences in post-postmodern Consumer culture. Journal of Business Research, 97, 43 – 50. doi: 10.1016/j.jbusres.2018.12.056
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2021-08-31
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Derechos de autor 2021 Andrea Geraldine Yactayo-Moreno , Jorge Alberto Vargas-Merino
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Las obras publicadas en versión electrónica de la revista están bajo la licencia Creative Commons Atribución-NoComercial-CompartirIgual 4.0 Internacional (CC BY-NC-SA 4.0)
