So many things are fighting for our attention, what about our 5 senses? All of them are open to finding new things, but till what point could they make us want a product?
Here you’ll find what role does each of your senses play in the consumer world:
SMELL
When you go to a shop, they can avoid you to touch something but how can they avoid you to smell, this unavoidable art can make markets to use it for their benefit. Coffee s
hops, restaurants, perfumeries, can attract you unconsciously.
Something that smells good is going to make you feel good and think that the product is good as well.
Odors affet the emotions and meories assoicated with the product.making us to purchase whenis a nice smell.
TASTE
Eating can change even our mood, and usually, when you eat something nice it makes you be in a good mood making you happier and when a shop gives you the chance to try something and sales are higher, this will makes sales even bigger.
SIGHT
This sense is the one which can impress us the most and it can persuade even against our logic. sometimes the color and aspect of something can make us purchase something.
HEARING
A song can bring to your memories and bring some emotions, a business can attract clients just with the music. You can notice how sometimes you can spend hours in some clothes shops and lose the tack of time.
TOUCH
Touch is the sense of trust and when we touch something that feeling makes us make decisions easily.
It has been proved that people can remember 1% of what they touch, 2% of what they hear, 5% of what they see, 15% of what they taste and 35% of what they smell, and this does affect the way that we consume as well, markets should be aware especially of the smells.
References:
Dowdey, S. (2007, October 29). How Smell Works. Retrieved November 01, 2017, from https://health.howstuffworks.com/mental-health/human-nature/perception/smell3.htm
Montoya, A. (2015, September 15). Marketing con sentido. Comportamiento del consumidor. Retrieved November 01, 2017, from http://unsitioenelmundo.com/blog/marketing-con-sentido-comportamiento-del-consumidor/
Diaz, J. (n.d.). Cómo atraer a los clientes a través de los 5 sentidos. Retrieved November 01, 2017, from http://www.negociosyemprendimiento.org/2012/05/como-atraer-los-clientes-traves-de-los.html
Cortez, S. (2012, November 18). Why Great Brands Appeal To All 5 Senses. Retrieved November 01, 2017, from http://www.businessinsider.com/why-great-brands-appeal-to-all-5-senses-2012-11?IR=T
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Really interesting, would not have guess that smell senses had the most affect. If I think about it, every time I smell pizza I crave for it. Regarding to taste, I don´t know how many times I have bought the treats they let you taste in the stores.
A recent study showed how smell affects where we look. When people smell a scent that they know, they will look at a specific advertisement and their eyes will gaze at the object in the ad. Maybe we can associate brands and smell.
I know that neurologists are un the hunt for the sixth sense. It would be interesting to know when, and if, they find the sixth sense, how that will influence the advertising market.
http://www.nature.com.ezproxy.bangor.ac.uk/articles/442125a
http://onlinelibrary.wiley.com.ezproxy.bangor.ac.uk/doi/10.1002/bdm.1905/full
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There is a really good paper that looks at how these five senses can influence our consumption of products and food (Krishna, 2012). What I found really interesting was the development of the Need-For-Touch scale (Peck and Childers 2003). They suggested that the need to touch an item varies with different individuals. It is interesting that not everyone’s senses have the same influence. If we were all the same, consumer psychology would be much easier.
Krishna, A. (2012) An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and
behavior. Journal of Consumer Psychology. 22, pp. 332–351
Peck, J., & Childers, T. L. (2003). Individual differences in haptic information processing: The “need for touch” scale. Journal of Consumer Research, 30(3), 430-442.
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Hi! Good topic. Smell is definitively one of the key factors that can influence consumers when they are shopping. Many stores, such as car dealerships or bakeries add smell into their air conditioning systems in order to have that new car smell or always have the smell of freshly baked bread. Sometimes, heightening one sense and not allowing the other to manifest, such as not allowing people to touch something but having a great smell, can increase our desire for purchase.
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Hi!
I really enjoyed your post, I think it was a really nice way to show the information about the influence that our senses exert in our decision-making process, our emotions, perceptions, behaviour and mood. The practice of using our senses in marketing is called Sensory Marketing. Its goal is to fill in the gaps of the traditional marketing approach and seduce consumers by evoking memories and emotions through the integration of the five senses (Rupini & Nandagopal, 2015). Each sense has a different role and a different response. Auditory stimuli, for instance, work really good creating emotional connections and triggering memories. They are an amazing tool for the development of associations (Rupini & Nandagopal, 2015). I’m pretty sure that when each of us hears the “Taratatataaaaa I’m loving it” jingle we automatically know that it belongs to McDonalds without making a huge effort, and that we probably recall some memories linked to the restaurant, like sharing a hamburger with a friend or the delicious taste of mixing the chips with the vanilla ice cream (Am I the only one who does it?).
As you established, olfactory stimuli are also very important because they are deeply linked to our emotions and memories. The reason behind this is that “olfactory nerve goes straight in to the limbic system (where emotions reside) and especially close to amygdala” (Rupini & Nandagopal, 2015). Olfactory stimuli help us to create long-term memories, which is one of the reasons why many companies are now developing their own aroma, because they will make consumers associate them with it and the awareness of the brand will be increased. One company that took this stimuli to the next level was “Dunkin’ Donuts in South Korea: When a company jingle played on municipal buses, an atomizer released a coffee aroma” (Harvard Business Review, 2015). By doing this, Dunkin’ Donuts increased the sales of the stores near the bus stops by 29% (Harvard Business Review, 2015).
It is very interesting to understand how different stimuli can influence our behaviour, especially when experiences that are very personal, like liking an aroma, can use the same stimulus to attract a huge number of people.
Works Cited
Harvard Business Review. (2015). The Science of Sensory Marketing. Retrieved from Harvard Business Review: https://hbr.org/2015/03/the-science-of-sensory-marketing
Rupini, R., & Nandagopal, R. (2015). A Study on the Influence of Senses and the Effectiveness of Sensory Branding. Retrieved from Journal of Psychiatry: https://www.omicsonline.org/open-access/a-study-on-the-influence-of-senses-and-the-effectiveness-of-sensory-branding-Psychiatry-1000236.php?aid=41284
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Interesting way to look at the five senses in the physical shopping environment! Now that the online-medium is an increasingly popular method for shopping, I wonder how consumers are targeted without the use of all of these senses (e.g. smell and touch). I found an interesting study (Eroglu, Machleit, and Davis; 2003) looking at online atmospherics and how that affects our shopping behaviour. It was clear to them from their research that atmospherics online add to increased feelings of pleasure, and that the consumer’s experienced emotions are more the factor that affects shopping behaviour in one direction or another. Important area of research in my opinion, especially considering the future of shopping behaviour!
References
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing, 20(2), 139-150.
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Hey that was a really good blog, very well written. I definitely agree that smell has the most effect, for me anyway. I can’t tell you how many times I walked past a coffee shop and got lured in by the fresh smell of coffee. Many bakeries use scent as their marketing tool. But very often it is an artificial smell pumping out of a machine. Scent doesn’t just increase purchase of obvious things such as food and drink products a study showed that adding a scent to the Nike store increased intent to buy by 80%.
http://www.independent.co.uk/news/media/advertising/the-smell-of-commerce-how-companies-use-scents-to-sell-their-products-2338142.html
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This is a really interesting article; I never really gave much thought to the 5 senses and the shopping experience, well apart from the obvious, sight and smell. I came across a blog article by Joann Peck, in which she has identified that the” need to touch” varies from person to person, for some it is extremely important and this is how they evaluate a product. This also applies to making a choice about a product not usually associated with touch, the more tactile the packaging the more likely the customer is to choose that Product. Her research found that attaching something that “provides positive or sensory feedback” (Peck, 2017) such as a feather or a piece of tactile material to a request for a charity donation, may encourage some people to make a donation (Peck, 2017). Next time I’m out shopping and my daughter and she complains “why must you touch everything” I’ll be able to explain why.
Reference
Peck, J. (2017). How Does Touch Affect Consumer Behavior?. Retrieved 16 November 2017, from https://bus.wisc.edu/mba/current…/mba…/2012/…/28/touch-affect-consumer-behavior by Joann Peck Thursday, June 28, 2012 .
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I found your blog really interesting and well constructed. I really like how you have made each section of the blog in a clear way about a different sense. I always touch things whenever I stroll around a store and sometimes I get weird looks from people working in the store. I am actually really happy that there is a scientific reason behind me doing that as well as seeing that other people do it as well.
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