Sensory and neuromarketing: about and beyond customer sensation a aBoth authors contributed equally. Author names are in alphabetical order.

Abstract

The fields of sensory marketing and neuromarketing have evolved in an attempt to understand better how customers' perceptions, emotions, memories, preferences, choices, and consumption are affected by sensory and unconscious processes, with the intention of appealing to them more effectively. The aim of creating and enriching a holistic customer experience is now more achievable with extensive research insight on the effectiveness of subtle sensory tactics, and through the use of neuroscientific measurement techniques. At the same time, there are growing concerns regarding the implications of these subtle tactics and subconscious measurement tools for the long-term wellbeing of customers who might not be fully aware of their own cognitive and attitudinal processes. The chapter reviews the recent developments within sensory marketing and neuromarketing, with a consideration of academic and managerial implications. The discussion also reflects on these ethical considerations, and lays out the questions for future practice and policy implications.