Sensory Marketing: Environmental psychology theory approach

Akarsu, Tugra Nazli (2021) Sensory Marketing: Environmental psychology theory approach. In, Corporate Brand Design: Developing and Managing Brand Identity. Taylor & Francis, pp. 218-230. (doi:10.4324/9781003054153-13).

Record type: Book Section

Abstract

This chapter presents Environmental Psychology Theory (EPT), the widely use theory adopted into the sensory marketing studies. It also illustrates Mehrabian and Russel’s Stimulus-Organism-Response (S-O-R), which is widely applied by scholars as a framework. Achrol and Kotler have discussed the emergence of the marketing trend, the reasons why businesses should implement it, and how to do so, although marketing practitioners introduced sensory marketing earlier than marketing scholars explored it, because practitioners observe consumers’ needs, desires, and demands. Mehrabian and Russell’s EPT and their suggested S-O-R model fundamentally propose that stimuli from atmospheric surroundings have an influence on individuals’ cognitive and affective reactions which, in turn, shape whether an individual will either approach or avoid that atmosphere. Endogenous or internal factors, such as values, expectations, or needs should be taken into account when investigating how sensorial inputs (i.e., colour, scent, and sound) interact with consumers and affect the outcomes.

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