Exploring crossmodal correspondences through neuromarketing
DOI:
https://doi.org/10.23738/CCSJ.170103Keywords:
Neuromarketing , Sensation, Behavioral Economics.Abstract
It is now well known that marketing is evolving. In this context, sensory marketing can be defined as a revolutionary approach to consumer engagement that leverages the five human senses to create immersive and memorable product experiences. This strategy aims to build stronger emotional connections and enhance interactions with the brand or the product itself by tapping into the complex web of sensory perception. A key concept in sensory marketing is crossmodal correspondence, which explores how the activation of one sense can influence the perception of another. For example, the perceived sweetness of a product can be heightened when associated with the color red. Integrating neuromarketing principles, which utilize insights from neuroscience, further enhances the effectiveness of sensory marketing. This integration allows marketers to understand the subconscious decision-making processes that drive consumer behavior. Visual elements, particularly color, play a crucial role, with studies showing that color significantly impacts initial product judgments. Sensory marketing transcends traditional sales tactics by fostering deep, lasting relationships with consumers through multi-sensory experiences that engage sight, sound, touch, taste, and smell. This holistic approach requires a comprehensive understanding of target demographics, consumer psychology, and the art of creating personalized, engaging experiences. As the marketing landscape evolves, sensory marketing stands at the forefront of innovation, offering a pathway to more meaningful consumer engagement and greater brand loyalty.
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