| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 879263 | Current Opinion in Psychology | 2016 | 6 Pages |
•Mental simulation and mental imagery evoked by ad visuals enhance ad effectiveness.•Multi-sensory stimulation in ad copy enhances actual taste perceptions.•Touch, actual or imagined, increases consumer product evaluations.•Smell enhances memory for product descriptions and affects product evaluations.•Music in advertising affects attention and increases ad persuasiveness.
This article discusses the role of sensory marketing in driving advertisement effectiveness. First focusing on vision, we discuss the effect of mental simulation and mental imagery evoked by ad visuals on ad effectiveness. Second, we review findings on gustation, zooming in on the effect of multi-sensory stimulation on taste perceptions. Third, we elaborate on the role of actual and imagined touch in shaping consumer evaluations and behaviors. Fourth, we discuss olfaction as a driver of ad recall and responses to ads. Finally, we review the role of auditory sense in advertising, focusing on the effect of music on consumers’ memory for and evaluations of ads. Directions for future research in the domain of sensory marketing and product advertising are discussed.
