The power of sensory marketing in advertising

Krishna, Aradhna; Cian, Luca; Соколова, Т. А.

doi:10.1016/j.copsyc.2016.01.007

Cited by 145 publications

(117 citation statements)

References 39 publications

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“…A common assumption in existing food research is that consumers want to make healthy food choices, but, in reality, many consumers rather consider taste than the prospective health benefits of the food [12]. As such, a potential effective means to promote healthy food is using food advertising that appeals to consumers and enhances their taste perceptions of healthy food.Recent research on advertising effectiveness has focused on sensory marketing as an efficient way to engage consumers [13][14][15][16]. Sensory marketing engages the consumers' senses and affects their perception, judgment and behavior [15].…”

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confidence: 99%

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Healthy Advertising Coming to Its Senses: The Effectiveness of Sensory Appeals in Healthy Food Advertising

Roose

Mulier

2020

Foods

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With increasing obesity rates and the daily overload of unhealthy food appeals, an important objective for advertising today is to promote healthy food consumption. According to previous research, sensory food advertisements referring to multiple senses-a combination of visual (sight), tactile (touch) and olfactory (smell) cues-evoke more positive sensory thoughts and, therefore, higher taste perceptions than advertisements referring to a single sense (e.g., only taste cues). However, this research only focused on sensory advertising for unhealthy food. The current research investigates how sensory advertising can promote healthy food. While multiple-sense ads for unhealthy food were shown to be more effective than single-sense ads, we find that, for healthy food, single-sense ads increase taste perceptions and advertising effectiveness compared to multiple-sense ads. In two laboratory experiments, we show a different underlying process for this effect-that is, single-sense ads evoke fewer negative thoughts than multiple-sense ads, which mediates the effect of single-sense versus multiple-sense ads on taste perceptions and advertising effectiveness. Moreover, we show that these effects occur not only for verbal ads but, importantly, also for visual ads, which are omnipresent today. This article closes with implications for theory and suggestions for food marketers, ad executives, and public policy.Foods 2020, 9, 51 2 of 22 especially those at risk of obesity [10,11]. It is, therefore, crucial to upgrade the image of healthy food in the minds of consumers to further attempt to counter the obesity epidemic. Research on the motivational processes underlying the conflict between healthiness and taste is still scarce [5]. A common assumption in existing food research is that consumers want to make healthy food choices, but, in reality, many consumers rather consider taste than the prospective health benefits of the food [12]. As such, a potential effective means to promote healthy food is using food advertising that appeals to consumers and enhances their taste perceptions of healthy food.Recent research on advertising effectiveness has focused on sensory marketing as an efficient way to engage consumers [13][14][15][16]. Sensory marketing engages the consumers' senses and affects their perception, judgment and behavior [15]. Applied to food, sensory food advertisements are used to create sensory triggers that affect the perceived quality of an abstract food attribute like its taste, smell, or shape [15]. According to Elder and Krishna [17], multisensory advertising for food can enhance taste perceptions of the food. These authors argue that ads referring to multiple senses (multiple-sense ads) for indulgent foods evoke more positive sensory thoughts about the food (e.g., "I like the crunchy texture of potato chips") compared to ads mentioning taste only (single-sense ads), and hence these positive sensory thoughts optimize perceived taste of the food.However, this previous research only investigated the effects of se...

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mentioning

confidence: 99%

“…Recent research on advertising effectiveness has focused on sensory marketing as an efficient way to engage consumers [13][14][15][16]. Sensory marketing engages the consumers' senses and affects their perception, judgment and behavior [15].…”

mentioning

confidence: 99%

Healthy Advertising Coming to Its Senses: The Effectiveness of Sensory Appeals in Healthy Food Advertising

Roose

Mulier

2020

Foods

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“…The importance of bodily states in cognition is already integrated in sensory marketing practices to drive consumer perceptions and simulations (e.g., Elder & Krishna, 2012;Spence, 2015; for a review, see Krishna, 2012;Krishna, Cian, & Sokolov, 2016). For example, food marketing and advertising lead consumers to making taste inferences.…”

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confidence: 99%

Pleasure and the Control of Food Intake: An Embodied Cognition Approach to Consumer Self‐Regulation

Petit

Basso

Merunka

et al. 2016

Psychology and Marketing

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International audienceConsumers try to avoid temptation when exposed to appetizing foods by diverting their attention away from their senses (e.g., sight, smell, mouthfeel) and bodily states (e.g., state of arousal, salivation) in order to focus on their longer term goals (e.g., eating healthily, achieving an ideal body weight). However, when not including sensations in their decision-making processes, consumers risk depleting their self-regulatory resources, potentially leading to unhealthy food choices. Conversely, based on the concept of ``embodied self-regulation,'' the suggestion is made that considering bodily states may help consumers regulate their food choices more effectively. A new model is proposed that facilitates understanding observed consumer behavior and the success or failure of self-control in food intake. It is argued that bodily states and sensory information should be considered when modeling consumer behavior and developing health-related advocacy and communication campaigns. The model proposed here leads to new perspectives on consumer consumption behavior and health policy research and strategies. (C) 2016 Wiley Periodicals, Inc

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“…Despite the burgeoning literature on sensory marketing, most studies tend to focus on a single sense, thus failing to adopt a holistic approach to inquiring the multisensory customer experiences. Furthermore, previous research concentrates primarily on sensory triggers in the retail context (e.g., Soars, ; Spence, Puccinelli, Grewal, & Roggeveen, ) and the advertising domain (e.g., Krishna, Cian, & Sokolova, ; Yoon & Park, ), while the role of senses on destination experiences as places of consumption has been scarcely addressed.…”

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confidence: 99%

Exploring multisensory place experiences through cruise blog analysis

Buzova

Taulet

Blas

2019

Psychology and Marketing

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The multisensory approach to understanding consumer behavior has received increasing attention as a factor shaping individuals’ perception, attitude, and behavior. However, previous studies have scarcely investigated the role of senses on destination experiences as places of consumption. The aim of the research is to uncover tourists’ meaningful multisensory place perceptions by analyzing cruise travel blogs. The study conducted a thematic content analysis of 248 blog entries on Mediterranean port of call experiences using the text analytics software Leximancer. The results show a convergence between visual, gustatory, olfactory, and haptic impressions, while auditory perceptions are scarce and refer mainly to the presence/absence of noise. Interestingly, unlike past multisensory studies that reported haptic perceptions as the least salient sensory dimension in tourist experiences, the research identified three haptic themes associated with cutaneous, hedonic‐elicited, and somatic touch. The research yields a threefold contribution: (a) It provides empirical evidence for the relevance of multisensory perceptions on tourists’ evaluation of place experiences; (b) a novel methodological approach to assessing sensory impressions is used by analyzing tourists’ freely written online narratives; and (c) the research broadens the scope of existing multisensory literature by assessing urban/coastal travel destination experiences.

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The power of sensory marketing in advertising

Cited by 145 publications

References 39 publications

Healthy Advertising Coming to Its Senses: The Effectiveness of Sensory Appeals in Healthy Food Advertising

Healthy Advertising Coming to Its Senses: The Effectiveness of Sensory Appeals in Healthy Food Advertising

Pleasure and the Control of Food Intake: An Embodied Cognition Approach to Consumer Self‐Regulation

Exploring multisensory place experiences through cruise blog analysis

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