Discussing Recent Research on Sensory Communication in Marketing

An Abstract

authored by

Klaus Peter Wiedmann, Janina Haase, Jannick Bettels

Abstract

The ever-growing number of products with similar qualities in combination with decreasing impacts of conventional marketing techniques has led to increasing difficulties for marketing practitioners to appeal to the consumer effectively. As a consequence, sensory marketing has recently gained growing popularity with respect to the ongoing search for new ways to differentiate products and brands from competitors. Several research results have already provided evidence for the great potential of sensory communication in marketing by investigating the effects of for instance the salience of touch, store scents, and background music on consumer behavior. However, there are still numerous unexplored topics in this broad research field. Therefore, we contribute to this promising stream of research by discussing our results of three recent studies investigating several new aspects of sensory communication in marketing.

Organisation(s)

Institute of Marketing und Management

Type

Conference contribution

Pages

887

No. of pages

1

Publication date

02.04.2019

Publication status

Published

Peer reviewed

Yes

ASJC Scopus subject areas

Marketing, Strategy and Management

Sustainable Development Goals

SDG 12 - Responsible Consumption and Production

Electronic version(s)

https://doi.org/10.1007/978-3-030-02568-7_249 (Access: Closed)