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The Power of Perception: Exploring the Influence of Sensory Marketing on Consumer Behaviour
Abstract
This study aims to analyse the influence of sensory marketing on consumer's behavior, specifically looking into the effect of each sense element on consumer's perception, emotion, and decision-making process. To carry out this study, a qualitative study was conducted using structured interviews from creativity and business innovation students from a Portuguese HEI. The main results show that personal sensory elements have a substantial effect on consumer behavior. Visual elements, such as colours and store layouts, make the shopping experience for consumers richer, while sounds—especially background music—are linked to positive feelings and enhanced moods in consumers. The influence of smells differs, with some participants claiming they are greatly affected by it. The power to touch and feel products is a fundamental need for everyone, particularly when assessing certain aspects such as quality. The taste element, which is not mentioned often, has significance in certain situations like buying food-related items.
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