Conceptual and Theoretical Distinction of Sensory Marketing: Trends and Perspectives

Authors

DOI:

https://doi.org/10.33064/iycuaa2021832750

Keywords:

Sensory Marketing; Neuromarketing; Experiential Marketing; Differences; Perspectives; Senses.

Abstract

Nowadays, in the academic and scientific world, as well as in the business world, conceptualizations of marketing terms are often confused. For example, sensory marketing is subject to confusion with other variables, altering its definition, knowledge and understanding. Therefore, in order to unify criteria, we must ask ourselves what is the conceptual and theoretical difference of Sensory Marketing? This article aims to highlight the theory and conceptualization of sensory marketing and to clarify the differences with other variables. It concludes that sensory marketing is a combination of neurological sensors that reinforce the sensations of consumers, motivating their experience by emotion and not by reason. That is why, opening a wide field of study of sensory marketing, researchers are invited to increase the study with a wider empirical approach, in new fields of knowledge.

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Author Biographies

Andrea Geraldine Yactayo-Moreno , Universidad Cesar Vallejo

Facultad de Ciencias Empresariales

Jorge Alberto Vargas-Merino, Universidad Cesar Vallejo

Facultad de Ciencias Empresariales

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Published

2021-08-31

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