This document discusses how different senses impact consumer behavior and marketing. It explains that scents can create mood and memory associations for consumers. Marketers use scents in products and promotions to influence consumers. Sounds also affect feelings and behaviors, as different phonemes and music tempos can create different moods. Touch sensations are basic and impact product experiences, and Japanese kinsei engineering translates customer feelings into design. Taste is cultural and changing, as flavor trends and ethnic food popularity influence desired flavors and taste test results can sometimes be overcome through repositioning.