Akarsu, Tugra Nazli (2021) Sensory Marketing: Olfactory cues and haptic cues. In, Corporate Brand Design: Developing and Managing Brand Identity. Taylor & Francis, pp. 242-250. (doi:10.4324/9781003054153-15).
Abstract
This chapter presents an overview to olfactory and haptic 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, as well as judgements. Olfactory cues ‘heighten awareness: the organism to existence of agents in the air, to check their quality for guidance of behaviour on the basis of previous encounters, to avoid or approach certain substances’. Olfactory cues refer to the stimuli related to scent and freshness in the surrounding atmosphere. In the marketing domain, researchers first began to investigate the scent of specific products. In empirical study, Madzharov et al. concluded that ambient scent influenced consumers’ preferences, which then led them to change their buying behaviour. Interestingly, when it comes to the resonation of memory, olfactory cues are found as an important denominator in terms of recall childhood memories (vividness, detail, and emotional intensity) compared to visual cues (images).
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