publication . Article . 2013

The influence of selected senses on consumer experience: A brandy case

Chris Pentz; Charlene Gerber;
Open Access
  • Published: 01 May 2013 Journal: Acta Commercii, volume 13 (issn: 2413-1903, eissn: 1684-1999, Copyright policy)
  • Publisher: AOSIS
Abstract
Orientation: Sensory marketing has become a popular marketing technique to enhance consumer experience. Researchers have suggested that marketers should incorporate as many senses as possible in order for sensory marketing to be effective. Research purpose: To investigate the influence of selected senses – sight, sound and smell – on consumers’ experience, specifically in terms of the tastiness of brandy. Motivation for the study: Even though the use of the senses such as sight, sound and smell is a popular sensory marketing tool in the field of experiential marketing, applying such marketing techniques is a challenging and costly exercise for marketers, and res...
Subjects
free text keywords: Experiential marketing, Sensory overload, Advertising, Alcohol industry, business.industry, business, Laboratory experiment, Marketing, Consumer experience, Product (category theory), Engineering, Sensory analysis, Sensory marketing, Management. Industrial management, HD28-70, HF5001-6182
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publication . Article . 2013

The influence of selected senses on consumer experience: A brandy case

Chris Pentz; Charlene Gerber;