Sensory Marketing in Advertising and Service Environments

Abstract

The chapter starts with an introduction to the notion of “sensory marketing” and the five human senses as an emergent marketing paradigm in theory and practice. In mainstream marketing, the shift from goods and services to sensory experiences emphasizes new concepts and practices in understanding sensory marketing. The ubiquitous role of music in our daily lives and in advertising is then briefly summarized, focusing on the emotional responses that music evokes. This chapter describes the influence of music in service environments and answers the question: How do consumers perceive and respond to music in different types of encounters in settings such as stores, restaurants, and banks? The author argues that concepts such as congruency and symbolism are central for understanding how music and sound shape consumers’ experience of service environments and perceptions of brand identities and products. Finally, suggestions for future research in “sound” sensory marketing are presented.