Akarsu, Tugra Nazli (2021) Evolution of senses: from no- nonsense era to the rise of sensory marketing. In, Foroudi, Mohammad Mahdi and Foroudi, Pantea (eds.) Corporate Brand Design: Developing and Managing Brand Identity. 1st ed. Taylor & Francis, pp. 203-217.
Abstract
This chapter scrutinises the emergence of ‘senses’ for the last three decades by categorising it into three main eras: 1929-1970 - no-nonsense era; 1970-1990 - the rise of advertisements; and 1990 to date - the rise of sensory marketing. From the end of the great depression to the beginning of the 1970s, consumers continued to be motivated to live frugally, considered to be the source of significant economic downturn. This whole period, including the great depression itself, is presented as the ʼno-nonsense’ era in terms of branding by Krishna. From the specific perspective, Kotler’s emphasis on creating a controlled store atmosphere should matter more to retail managers and brand practitioners, as shops are the most convenient location for consumer-brand interaction and for using consumers’ senses to give them an enhanced positive experience. Any investigation of sensory marketing requires a study of the notion of human senses, which are the primary drivers of any experiences that use sensorial human cognition.
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