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Dissertation on sensory marketing

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Sensory branding is a type of marketing that appeals to all the senses in relation to the brand. It uses the senses to relate with customers on an emotional level. Brands can forge emotional associations in the customers' minds by appealing to their senses. A multi-sensory brand experience generates certain beliefs, feelings, thoughts and opinions to create a brandgon image in the consumer's mind.
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For two decades marketers in a variety of industries have been building expertise in reaching consumers through the five senses—learning to deploy cues, such as the sting from a swig of mouthwash and the scritch-scratch sound of a Sharpie pen, that can intensify perceptions of brands. The past year has brought a rush of interest in the subject among academics. For example, people who had briefly held a warm beverage were more likely than people who had held a cold one to think that a stranger was friendly; this was demonstrated in an experiment by Lawrence E. Bargh, of Yale. And warm ambient temperatures prompted people to conform to a crowd, a finding of researchers led by Xun Irene Huang, of Sun Yat-sen University.
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The number of those seeking a kidney donation in the United States continues to increase while the number of donors is not growing at the same rate U. The lack of donations is more prevalent in low health literate communities which suffer from misinformation and ultimately negative beliefs toward organ donation. I used the term sensory activation to capture the number of senses being activated visual, auditory, and kinesthetic.
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Even if one does not realize, sensory marketing is ubiquitous in marketing campaigns and it may explain most of our purchasing decisions. To approach sensory marketing, I decided to begin by a short description of the topic. After, I will talk about the five types of sensory marketing : visual, sound, olfactory, gustatory and touch.
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