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Sensory Marketing: Olfactory cues and haptic cues

Sensory Marketing: Olfactory cues and haptic cues
Sensory Marketing: Olfactory cues and haptic cues

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).

242-250
Taylor & Francis
Akarsu, Tugra Nazli
55dfe523-451c-47d2-a912-4beca0c1dced
Akarsu, Tugra Nazli
55dfe523-451c-47d2-a912-4beca0c1dced

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).

Record type: Book Section

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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More information

Published date: 1 January 2021
Additional Information: Publisher Copyright: © 2022 Mohammad Mahdi Foroudi and Pantea Foroudi.

Identifiers

Local EPrints ID: 475987
URI: http://eprints.soton.ac.uk/id/eprint/475987
PURE UUID: 613d0787-17a8-4c39-9847-5029bf08cb07
ORCID for Tugra Nazli Akarsu: ORCID iD orcid.org/0000-0003-0491-3707

Catalogue record

Date deposited: 03 Apr 2023 16:52
Last modified: 17 Mar 2024 03:58

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Contributors

Author: Tugra Nazli Akarsu ORCID iD

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