The Science of Sensory Marketing.

The article presents information on the use of sensory stimulation as a marketing strategy. Recent research suggests that sense-based marketing can intensify consumer perceptions of a brand and increase sales percentages. Topics include the current focus companies place on visual attributes of a product, the current use of sensory marketing in the automotive industry, and the potential impact of sensory stimulation on memory. Insights from Aradhna Krishna, director of the Sensory Marketing Laboratory at the University of Michigan, and author of the 2013 book, "Customer Sense: How the 5 senses Influence Buying Behavior," are presented. INSETS: Warmth Induces People to Conform;"Taking Sensory Communication to a Whole New Level".