Sensory Marketing

Course Code
MKT 617
Hours
1.5 hours
Type
Elective
Offered
  • Winter 18 (B)
  • Winter 19 (B)

Sensory Marketing --- Sensory perception has a rich tradition in psychology. The manner in which people see, hear, smell, touch, and taste have been intensive areas of research in cognitive psychology and neuroscience over the past century. It is also conventional wisdom in marketing that consumers' choices of what they buy are contingent on how products look, feel, taste, sound, and smell. For instance, while color has been copyrighted for a long time (Tiffany robin blue), smells are only recently being copyrighted (e.g., grass smell for a brand of tennis balls); presumably, this unique smell gives some advantage to a brand. However, what exactly it does for the brand is not well understood by practitioners and is a current topic of research by marketing academics, building upon research in psychology. The implications of sensory research seem imbued with insight for managers. It is, therefore, surprising, that the area of how sensations affect consumer information processing, decision making, and choice have received more sporadic interest by the marketing and business community. The proposed course will be the first course on Sensory Marketing to be offered in the country.