Akarsu, Tugra Nazli (2021) Sensory Marketing: Visual cues and audial cues. In, Corporate Brand Design: Developing and Managing Brand Identity. Taylor & Francis, pp. 231-241. (doi:10.4324/9781003054153-14).
Abstract
This chapter presents an overview to visual and audial cues from sensory marketing literature, where the different elements of those cues and how those cues engage consumers and influence on consumers cognitive, affective attitudes. Vision is the most dominant sensory system belonging to human beings, since it is used and encountered more than any other sensory cue. From a marketing perspective, it is logical to state that visual cues are the first sensorial cue noticeable by consumers and comprise the biggest part of branding strategies in environmental settings. Interesting method currently used by marketers is neuroimaging, to understand how the brain undertakes the sensory information and in turn, how that influences consumers perception towards a product, or service. By being the dominant sense and the most dominantly used cue by brands to deliver their message, the concept of visual cues are evolving and changing, due to the attention spans of consumers.
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