The Power Of Sensory Marketing In Controlled Consumer Sales

Abstract

Have you ever wondered why you are drawn to certain products over others? The use of our senses is something which cannot be controlled and is often taken for granted, yet sensory stimulation is what shapes both how we perceive the world around us and how we react to it. This thesis studies how visual, auditory, olfactory, and tactile appeal can be used in a point-of-purchase retail display to positively influence consumer perception of a product or company and push the consumer to make a purchase. By setting up two mock retail displays with contrasting sensory stimuli, the thesis determines 1. Whether appeal to one sense evokes a stronger response from the consumer than appeal to other senses and 2. Which characteristics, such as a particular color or product arrangement, have the greatest impact on increasing positive perception of the display and ultimately leads to more sales. By determining what consumers best respond to, businesses will be able to adopt more effective sensory practices which may increase their profit while consumers will enjoy a more comfortable shopping experience.