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Manipulating Sensory Experiences and Its Impact on Sales

Discuss about the Sensory Marketing for Cultures, Economies and Aesthetics.

The study of sensory marketing as a product of fast paced Globalized economy where consumers run after instant gratification, communication, filtered search regarding products of both necessities and luxury is crucial. Domain of sensory marketing craves to satisfy the five senses of the consumers in order to facilitate an improved sale of the products where consumers can find a tint of aesthetics related with the advertisement process. However, in case of sensory marketing companies are explicitly manipulating the sensory experiences of the consumers in order to create a market niche for themselves. The false interface that is therefore created triggers tremendous psychological conflicts within the consumer which the companies are unethically using for the sake of their advertisement. For instance if a music is being played for the purpose of a sale of a particular biscuit brand the consumer is bound to weave a feeling of negativity or positivity  with the music. In this case the manipulation of that particular music and sense is taking place. This can also reduce the sales growth of the company. Since sense manipulation is affecting sales rate it can adversely affect the reputation of the company resulting in the lack of customer retention. The other crisis is it can hurt the consumer sentiments and result in loss of customers. 

Another problem is that sensory marketing is lack of knowledge regarding market segmentation without which marketing often steer towards the imprecise way. Marketing has failed over the years for failing to take a kaleidoscopic view of the market they are operating in.

Sensory marketing that deals is far removed from the strategies of traditional marketing since it demands for greater participation from consumers. With sensory marketing brands are creating strategies in order to provoke the five sense, sight, sound, touch, smell and taste of the customers which  is indicative of the emerging market. In this type of marketing according to the views of Atkinson & Kennedy, (2017) the customers enjoy quite a lived experience by the sheer pleasures of aesthetics that they associate with the products which bring popularity of these products in the commercial market. The surrounding sensation that the product creates is further responsible for generating an unique brand image fetching customer loyalty and creation of the consumption environment. One of the fundamental examples of sensory marketing is the emergence of virtual holidays in Hawaii that has already earned huge popularity amidst the customers who are willing to pay for a brief moment of recreation. In this case, the researchers developed a headset for the virtual travelers with enhanced sound effects that created an illusory feeling of joy and sumptuous feeling. In the views of Krishna, Cian & Sokolova, (2016) brands are today responsible for generating technologically advanced equipments that would immerse the consumers completely in a different world, so that they would be more willing to play for the virtual than experiencing in the real. As per Zhang, (2015) the conception of utilizing consumers’ senses in the marketing strategy revolves round the concept of sense and respond philosophy.

Lack of Market Segmentation Knowledge in Sensory Marketing

In the opinion of Krishna, Cian & Sokolova, (2016) this advanced form of marketing will create a platform which will bring together user and brands. Restaurants in Hawaii, for instance Marriott Hotel with the aid of Telereporter which is responsible for fetching more customers both at a local and international level. The customers are trying out this latest technology which is resulting in them in almost a surrealistic experience in feeling the physical aspects of the environment without actually being a part of it. Carefully crafted parameters for experience like lodging heaters in order to stimulate heat on the face equaling it with sun, this has been phenomenal in attracting customer fancy.  It is also relevant to note the different aspects of sensory experience results in varying degree of consumer participation with the product. Sound has a different impact on the consumer’s mood and general idea of the product generating in pleasure and aversion. If the strategy is formulated in appropriate manner impact of touch could generate a positive attitude amongst the consumers towards the product. If one wants to rephrase the entire idea about sensory marketing it can be easily concluded that the brands are selling experiences in the market (Kim, Choe & Petrick, 2018).

Researchers have also delved deeper into the phenomenon of the consumer psychology in the realm of sensory marketing. brands are exploiting snappier graphics and resolution and appealing colors which is true because  when in Hawaii virtual holidaying is being sold to the customers, they are not just selling a product or brand that he consumers are at liberty to reject, but moments in which the consumers are once submerging themselves are compelled to invest more into it (Liu, Bogicevic & Mattila, 2018). Where sensory marketing is more successful in enticing consumers when compared to traditional marketing is that traditional marketing was mainly concerned with the visual attributed that strived to infuse within the consumers a sense of thrill and curiosity towards the product. Therefore, as evident in Krishna, Cian & Sokolova, (2016) in the international context, sensory marketing is gaining importance since consumers have underwent a major shift in their buying behavior.   As today with the introduction of globalization, countries are free to trade with one another, the brands are opting for several new approaches to mitigate loss or high fluctuation of consumer loyalty. Sensory marketing has revitalized the entire experience of shopping, watching theatre, enjoying rides at amusement parks or enjoying virtual holiday via 4D (Kim, Choe & Petrick, 2018). Sensory marketing has also enhanced customers’ willingness to pay because of the heightened experience that they are gathering from this type of strategic marketing. Sensory marketing also captivates a person’s attention in an effective manner with the careful utilization of senses by projecting perhaps a smooth texture, pleasant smell or a tasty gift (Sheth & Sisodia, 2015).

Creating Strategies to Provoke Five Senses of Customers

According to Krishna, (2012) sensory marketing is  an experimental approach towards generating more revenue since it has given rise to the birth of a whole new concept of brand identity. The senses conveyed is a vital means of establishing communication with the consumer which is accomplished with the scope of colors, images which the consumer associate with that particular experience for long. According to market experts, this created and augmented sense of reality and happiness that sensory marketing does the trick in the international context for attracting more customers. People come together to be a part of this elite experience like with Hawaii where virtual tourism is at par with the more expensive holiday and even better in providing a short span of recreation without making commute (McDonald & Wilson, 2016).

Hawaii has been the pioneer in the field of generating this unique experience with the linking of company attributes with consumer emotions to reach out to the world at large. Their market penetration is therefore vast where people are willing to engage themselves irrespective of cultural barriers due to the simple fact that these experiences are appealing to the customers viscerally. According to Krishna, (2012) the computer mediated illusory surrounding that sensory marketing has created at an international level in countries like Australia, America, China among others which brings into the equation resulting in the creation of a binary society with cultural value shift and influence of digital technology. In sensory marketing if team is able to design a more enriching environment where the consumers are provided with the opportunity of engaging their brain and central nervous system in a synchronized manner (Petit et al., 2015). Therefore as a result, they will be able to recall the product experience in a filtered manner. To engage audience at an international level, the brads must be broadening the spectrum so that consumers are willing to overcome their barriers and come together in order to have a more conjoined and shared experience in this field.

According to Kim, Choe & Petrick, (2018) sensory marketing has created its own place since traditional ways of selling a holiday destination or product has failed to bring the positive results in the market. Around 40% of the consumers have been committed to the brand or availing the same experience repeatedly due to the culmination of recreation and peace, 4D creates. Many opined that the sound effects bore a soothing feeling. It also states the implicit effect of color and light which are soaked in by the central nervous system resulting in sub-conscious associations with the product or experience. The uniqueness of such an appeal was responsible for proliferating the number of customers. The other important aspect of such an experience is the accumulated sensations that 4D results in within the people. For instance if the person is experiencing feeling of gloom due to  the weather conditions, the enhance experience that 4D  provides will automatically work in favor of the consumer.  As per the critically acclaimed paper Sheth, & Sisodia, (2015) music and sound effects which are generated through 4D sensory experience creates a feeling of harmony with the clients. This has acted as a favorable factor for increasing the popularity of virtual travelling in Hawaii by 50% (Sheth & Sisodia, 2015). As far as the effect of music is concerned secondary sources have revealed that adaptation of classical music has been most influential in ensuing a feeling of attachment within the customers that has been immensely powerful for inclining them towards the concept or brand. One of the key findings of the research is that sensory marketing leaves the consumers with the best pair of associations that they later on relate with the experience and strive to get back to it frequently. According to Mantonakis et al., (2017) what is most unusual about sensory marketing is the unique approach it invests with each marketing campaigns and has earned over $1oo million in revenues for each respective brand. Market experts have also formulated in journals that Unilever’s Dove has in this manner earned approximately $63 million in US solely by the strategy of selling its smell to the consumers in a synchronized manner. These findings have been extremely cooperative  in coming to the inference that sensory marketing adopted by Hawaii can bear more fruitful results in the future. It demonstrate how 4D technology has been tremendously successful in creating a new market where consumers are willing to part with money in exchange of the sensory gratification that the entire experience is providing them with. The experiment has brought forth almost a 900% increased popularity of the concept where people are adventurous in experiencing the thrill that is associated with the conundrum.

The Emergence of Virtual Holidays and Enhanced Sensory Experience

The research has formulated another significant finding which is the multifaceted benefits of telepresence  is the feeling of “being there” that manifests within the consumers with a sense o f fulfillment in Hawaiian companies. This eradicates the feeling of deprivation amongst the travel loving people. According to Gillespie & Riddle, (2015) this promotes a feeling of excitement and positivity amogst the patrons. It is also explicit after completing the research that in case a company is striving to devise strategies to bring innovation with the help of sensory marketing they must be affluent with the right mixture of the elements in order to recreate the experience. In case of coca cola, they primarily stress on the significance of sight as the most powerful tool to fetch consumers at an international level. Therefore in case of Hawaii, the virtual travelling experience created with 4D should be focused on a single most sensory effect like the color or taste that would be unique in its own way in demonstrating the significance of brand color. It can therefore be stated that consumers will be at more ease and confidence in instantly connecting the image with the brand experience (Cian & Sokolova, 2016).

The findings also state that sensory marketing can go immensely wrong if the experience tend to insinuate feelings of anti-semanticist tendencies, anti-intellectual sentiments, and historical trauma thought the subtle or straightforward usage of symbols, colors or parody.

The development of a sensory marketing model is necessary that would assemble the product requirements in a harmonious collaboration with the customers’ needs and choices (Sheth & Sisodia, 2015). The model would be thus necessary to generate a sensory appeal to intensify the reactions of the consumers in favor of it. Following a model would let the managers know in-depth about the understanding of sensation and perception and how to influence these two core elements in order to win customer satisfaction. More than just a mere scientific experiment sensory marketing should be considered as a powerful weapon in order to magnify the intermingling of senses to achieve the desired effect. Adhering to one particular business model would be necessary to assure customer relationship with the brand even at a foreign level (Mantonakis et al., 2017).

  1. The above research could help practitioners in exploring more about the psychological factors that prompts an individual to avail the 4D experience and state in an unrestrained manner the dominant ideology related with it.
  2. Researchers can also motivate themselves in coming to more satisfactory conclusion regarding feasible ways in which the brands can associate with the emotions of consumers.
  3. Since the phenomenon of telepresence in the domain of marketing has not being explored in detail yet, researchers can also progress to study the impact of telepresence in enhancing consumer experience.
  4. The research paper also opens scope for the study of consumer judgments and the value they place upon the aesthetic pleasure of the object before the utilities.
  5. Practitioners can also conduct an in-depth analysis on the abstract symbols that influence perceptions regarding a product or experience within a customer. In this way more can be comprehended regarding factors that are more attentionally favored and their accountability in increasing the product/service demand.

Conclusion

To conclude it can be firmly stated that sensory marketing invokes the consumers in a more holistic manner. Sensory marketing is slowly gaining significance because it fosters better differentiation of the rand within the mind of the consumers. From the above discussion it can be concluded that a synchronized interplay of multi-sensory organs generated strategically can result in a typical brand experience concept that is bound to involve consumers globally. It is essential in the field of marketing, making a brand/product/service feasible and desirable to a group of consumers. However, in a nutshell, there are also additional factors that have the power to exert influence on the entire concept of sensory marketing as discussed. It can be reasserted that indeed brand managers should know psychological spaces that would encourage product differentiation and positioning as an everlasting image in the human mind. All the five variables included in sensory marketing has a collaborative role to play in a globalized world where assembling together customers irrespective of their diversity is the main motif. Therefore if sensory market has to make a reputation amidst the consumers, the developers should also abide by the basic principles that would place it.

Consumer Psychology in Sensory Marketing

Reference List:

Atkinson, S., & Kennedy, H. W. (Eds.). (2017). Live Cinema: Cultures, Economies,    Aesthetics. Bloomsbury Publishing USA.

Bansal, A., & Kumar, R. (2016). AN EMPIRICAL STUDY TO FIND OUT THE IMPACT OF SENSORY MARKETING TOOLS ON CONSUMER DECISION MAKING.

Elder, R. S., Schlosser, A. E., Poor, M., & Xu, L. (2017). So Close I Can Almost Sense It: The Interplay between Sensory Imagery and Psychological Distance. Journal of Consumer Research, 44(4), 877-894.

Gillespie, K., & Riddle, L. (2015). Global marketing. Routledge.

Hochstein, B. W., & Bolander, W. (2018). The Disruptive Impact of Customer Engagement on the Business-to-Consumer Sales Force. In Customer Engagement Marketing (pp. 203-218). Palgrave Macmillan, Cham.

Kim, S. S., Choe, J. Y. J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management.

Kranzbühler, A. M., Kleijnen, M. H., Morgan, R. E., & Teerling, M. (2017). The multilevel nature of customer experience research: an integrative review and research agenda. International Journal of Management Reviews.

Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351.

Krishna, A., & Schwarz, N. (2014). Sensory marketing, embodiment, and grounded cognition: A review and introduction. Journal of Consumer Psychology, 24(2), 159-168.

Krishna, A., Cian, L., & Sokolova, T. (2016). The power of sensory marketing in advertising. Current Opinion in Psychology, 10, 142-147.

Liu, S. Q., Bogicevic, V., & Mattila, A. S. (2018). Circular vs. angular servicescape:“Shaping” customer response to a fast service encounter pace. Journal of Business Research, 89, 47-56.

Mantonakis, A., Schwarz, N., Wudarzewski, A., & Yoon, C. (2017). Malleability of taste perception: biasing effects of rating scale format on taste recognition, product evaluation, and willingness to pay. Marketing Letters, 28(2), 293-303.

McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.

Petit, O., Cheok, A. D., Spence, C., Velasco, C., & Karunanayaka, K. T. (2015, November). Sensory marketing in light of new technologies. In Proceedings of the 12th International Conference on Advances in Computer Entertainment Technology (p. 53). ACM.

Rahman, N. H. A., Khalifah, Z., & Ismail, H. N. (2017). Addressing the Importance of the Sensory Aspect in Tourism Studies—A Literature Review. Advanced Science Letters, 23(4), 3167-3169.

Sheth, J. N., & Sisodia, R. S. (2015). Does marketing need reform?: Fresh perspectives on the future. Routledge.

Xu, Z., Frankwick, G. L., & Ramirez, E. (2016). Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective. Journal of Business Research, 69(5), 1562-1566.

Zhang, Y. (2015). The impact of brand image on consumer behavior: a literature review. Open journal of business and management, 3(1).

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