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Sensory appeals

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Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

News

BERLIN/HANOI: Commercial scents are created in a laboratory but they need to take account of the local context in which they are experienced, as fragrance manufacturer IFF discovered during a global research project.

Article

International Flavors & Fragrances Inc, a manufacturer of - among other things - laundry products, needed to reconceptualise its idea of freshness for the Vietnamese market.

Article

Explains how brands are increasingly developing scent marketing programs to appeal to the powerfully influential sense of smell.

Research Paper

This paper describes a study that tests for the enhancement of low-sugar pastry via olfaction and examines its effects on pastry consumption.

News

NEW YORK: Sex exerts the strongest effect on consumer attitudes among seven different appeals commonly used in advertising, according to a study published in the Journal of Advertising Research (JAR).

Research Paper

International Flavours & Fragrances (IFF), a global designer of fragrances and flavours, developed a pioneering international research programme that would allow them to connect with consumers regularly and uncover early insights that could result in consumer-driven innovations.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Research Paper

This paper evaluates how elements of packaging design influence consumer evaluation and satisfaction using the Four Moments of Experience (FME) framework.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

Article

This article explores the concept of age, specifically in terms of 16-19 year olds and those over 65, in relation to branding, personal attitudes and perceptions, and responses to music.

Article

This article offers a neuroscientific perspective on whether the ASMR trend has staying power, or whether it will be the 'next big thing' that becomes the next forgotten fad.

Article

This short article looks at the emerging technology of binaural sound, an audio method capable of matching the human auditory system.

Article

This article explores how to make effective online video through four elements: emotion, reasons to believe, narrative conventions, and sense.

Article

This article argues that the capacity of smell to bypass the logical brain makes smell a great potential tool for marketers.

Article

This article outlines how skin conductance responses (SCR) - a neuroscience method - tests emotional response to music in advertising, helping to predict business success.

Article

This article encourages marketers to ensure there is consonance between their brand, packaging and product experience on a sensory level, to make sure consumer expectations are met.

Article

This article outlines research into radio and multisensory responses, which found that audio can trigger imagination and rich multisensory experiences.

Article

This article explains how marketing in Asia often uses metaphor to build a sensory and emotional experience, and asserts that sensory experience it rooted in local culture.

Article

This article explores multisensory marketing, which can improve memory encoding and trigger desirable brand associations by appealing to different senses.

Research Paper

While scent is generally considered the more important factor determining consumers’ choice of cosmetics, the first impression gained by a potential purchaser is the sight of the packaging design.

Article

This event report outlines how brands can utilise influential ideas to make an emotional connection with consumers and so build equity.

Article

This event reports looks at how brands can utilise an understanding of how the brain works to produce more effective work using human senses and emotions.

Research Paper

This paper describes the development of a sensory research method that used visually impaired people as research participants rather than costly sensory-trained panels, in the skincare category.

Research Paper

This paper describes research into how the smell of foods impact on consumers and relates this to product launches in Asia.