Marketing sensorial

Sensory marketing participates directly in the consumer’s buying experience. It is through the senses that the functional and emotional benefits and the values and personality of the mark are reinforced so as to make it more relevant and differential in ever more competitive markets. While the marketing of trademarks and equally of trade names has always tried to act upon the senses, this has occurred in a limited, fragmented and partial fashion. The progressive development of sensory marketing as a marketing activity has occurred as a result of three main factors:
Advances in neuroscience
The evolution of markets themselves
The growing importance placed upon emotional factors as an element that explains purchasing behaviour.