Sensory Marketing


Paisley Williams
Mind Map by Paisley Williams, updated more than 1 year ago
Paisley Williams
Created by Paisley Williams about 8 years ago

Resource summary

Sensory Marketing
  1. Senses dictate what appeals to us.
    1. Businesses need to establish a 'Sensory Signature'
    2. Vision
      1. Bryantt (1999)- Colours stimulate emotions. Eg red- appetite, blue- relaxed
        1. Frank and Gilovich (1988)- Associations reaction to colour for example black colour of mourning in uk, powerful sports team in USA.
          1. Thomas (2001)- Older people prefer white. Colours become duller with age.
            1. Colours change with fashion. Eg pantone colour of the year
            2. Smell
              1. Processed in 'Lymbric systems' part of the brain. (gives fastest emotional response)
                1. Evoke memories and cane be either a positive or negative stimuli.
                2. Touch (Haptic Sense)
                  1. When consumers touch a product they have a higher sense of attachment to it.
                    1. E.g. Apple products
                      1. Ability to influence sales interaction. E.G turtle Bay trained to touch people on shoulder when doing check backs.
                      2. Hearing
                        1. Music can influence peoples mood and behaviour
                          1. Sound symbolism- The way a word sounds influences our assumptions.
                            1. E.G Kellogs- Kruchy, Pepsi- Pop
                          2. Taste
                            1. Taste receptors contribute to experience of products
                              1. Cultural factors determine the tastes found desirable
                              2. Perception process
                                1. Process where senses are selected, organised and interpreted (depends on different factors)
                                  1. Perceptual Process (Sensory stimuli, sensory receptors -> exposure, attention, interpretation
                                    1. Stage 1- Exposure
                                      1. 1) Stimuli comes within sensory receptors
                                        1. 2) Impact on sensory threshold.
                                          1. Absolute Threshold- The minimum amount of stimuli that can be detected from one of the senses
                                            1. Differential Threshold- The ability the sensory system can detect changes between two stimuli.
                                              1. Minimum change called Just Noticeable Difference (J.N.D)
                                                1. Webbers Law- The stronger the initial stimuli the greater the change must be for us to notice it.
                                                2. Psychophysics- how people mix physical environment into own personal world.
                                            2. Stage 2- Attention
                                              1. Consumers often in a state of 'Sensory Overload'
                                                1. Personal selection
                                                  1. Experience (from stimuli)
                                                    1. Perceptual Vigilance (Aware of stimuli that relates to needs),
                                                      1. Perceptual Defence (See what they want to see)
                                                        1. Adaptation (How often consumers notice stimuli eg exposure, relevance.
                                                        2. Stimuli characteristics eg exposure, size.
                                                        3. Stage 3- Interpretation
                                                          1. Solomon (2011)- The meaning (schema) we apply to a stimuli
                                                            1. Schema- set of beliefs
                                                              1. Priming- something to evoke a schema.
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