Conceptual and Theoretical Distinction of Sensory Marketing: Trends and Perspectives
DOI:
https://doi.org/10.33064/iycuaa2021832750Keywords:
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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References
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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
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2018). Creating Effective Online Customer Experiences. Journal of Marketing, 002224291880993. doi: 10.1177/0022242918809930
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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
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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
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
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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
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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
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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
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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
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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
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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
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
Torres, M. & Mora, C. (2017). Marketing experiencial y la satisfacción de los usuarios de establecimientos de comida rápida. Sapienza Organizacional, 4(7). Recuperado de https://www.redalyc.org/jatsRepo/5530/553056621011/index.html
Veloso e Souza, C., Lara, J., Vale e Souza, E. & Rodriguez, J. (2016). Estado da arte da publicacáo nacional e internacional sobre neuromarketing e euroeconomia, Revista Brasileira de Marketing. 15(1). Recuperado de https://www.redalyc.org/articulo.oa?id=471755315003
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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
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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2021-08-31
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