Sensory marketing: How brands have been seducing your senses?

Abstract

In a global and highly competitive market, where consumers are constantly exposed to similar stimuli, it is essential for brands to create distinctive and engaging experiences. This article explores how sensory marketing - through sight, sound, smell, touch, and taste - can be strategically used to build emotional connections with consumers and influence their decision-making process. Based on a theoretical framework and real-world examples from brands like Starbucks, Disney, and McDonald’s, the article identifies opportunities for differentiation, loyalty building, and brand reinforcement. The main contribution lies in a critical discussion of the challenges and future potential of sensory marketing, particularly in a digital context where brands must adapt to create immersive and emotionally engaging experiences even without physical contact.