The art of persuasion through sensory and experiential marketing
DOI:
https://doi.org/10.34630/tth.v1i5.6269Keywords:
Sensory Marketing, Experiential Marketing, Persuasion, Consumer Behavior, Marketing Ethics, Brand ExperienceAbstract
In this article, the intricate relationship between sensory and experiential marketing and its ability to influence consumer behavior is explored. Through a critical analysis, it becomes clear how sensory stimulation and the creation of memorable experiences have become powerful persuasive tools in the contemporary marketing landscape. The fundamental distinctions between the two approaches and their theoretical foundation in the psychology of persuasion and consumer behavior are discussed. Additionally, the practical and innovative application of sensory marketing is analyzed through a case study of the Rhode brand. Furthermore, the ethical implications inherent in the use of these strategies are considered, reflecting on the fine line between ethical persuasion and manipulation. The article concludes with a perspective on the future of sensory and experiential marketing, emphasizing the need for a responsible and authentic approach to building lasting connections with consumers.
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