THE INFLUENCE OF SENSORY MARKETING ON CONSUMER BEHAVIOR: A NEUROMARKETING PERSPECTIVE

This study uses a neuromarketing technique to investigate how sensory marketing affects customer
behavior. Using the five senses—sight, hearing, smell, taste, and touch—sensory marketing aims to improve
customer experiences. EEG, eye tracking, and GSR are examples of neuromarketing methods that are used to
analyze subconscious reactions to sensory stimuli. The study emphasizes how auditory and olfactory signals
elicit emotional reactions, while visual aspects like color and design draw attention. Experiences with taste and
texture enhance brand loyalty and recall even more. Multisensory approaches boost customer engagement and
impact purchasing decisions, according to research. The significance of matching brand identity with sensory
cues is emphasized throughout the article.
Neuromarketing provides deep insights into the emotional and cognitive effects of sensory components.
With the help of this research, marketers may create campaigns that have a significant impact. Additionally, it
talks about how ethical issues affect consumer choices. The paper ends with recommendations for additional
research as well as real-world applications.
Keywords: Sensory Marketing, Neuromarketing, Consumer Behavior, and Neuropsychology in Marketing.