Digital Sensory Marketing: Integrating New Technologies into Multisensory Online Experience

By Olivia Petit, Carlos Velasco, Charles Spence. Journal of Interactive Marketing, 2019

413 citations recorded by the source corpus.

People are increasingly purchasing (e.g., food, clothes) and consuming (e.g., movies, courses) online where, traditionally, the sensory interaction has mostly been limited to visual, and to a lesser extent, auditory inputs. However, other sensory interfaces (e.g., including touch screens, together with a range of virtual, and augmented solutions) are increasingly being made available to people to interact online. Moreover, recent progress in the field of human–computer interaction means that online environments will likely engage more of the senses and become more connected with offline environments in the coming years. This expansion will likely coincide with an increasing engagement with the consumer's more emotional senses, namely touch/haptics, and possibly even olfaction. Forward-thinking marketers and researchers will therefore need to appropriate the latest tools/technologies in order to deliver richer online experiences for tomorrow's consumers. This review is designed to help the interested reader better understand what sensory marketing in a digital context can offer, thus hopefully opening the way for further research and development in the area.

Subfields: Experimental and Cognitive Psychology, Marketing, Sensory Systems

View Paper: https://www.semanticscholar.org/paper/f78ef589d7bb718661b2f35fbe697ef3588bee02

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In Experimental and Cognitive Psychology

In Marketing

Citations in the corpus

Setting the future of digital and social media marketing research: Perspectives and research propositions (2020, background): “Tafesse and Wien (2018) analyzed various strategies employed by companies such as transformational - where the experience and identity of the focal brand exhibits desirable psychological characteristics; in-formational - presents factual product; service information in clear terms and interactional…”
What is XR? Towards a Framework for Augmented and Virtual Reality (2022, background): “The feeling of telepresence is strongly influenced by how well a VR experience communicates through all of our senses (Baus & Bouchard, 2017), and is most positive when congruent (Flavi ´ an et al., 2021; Petit et al., 2019).”