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.

1. Welcome to
Consumer Behaviour
Sensation to Perception
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2. Scents
Scents
Odors create mood memories:
• Coffee = Childhood, home
• Cinnamon buns = sex
Marketer use scents:
• Inside product
• in Promotion (e.g.,scratch 'n sniff)
Consumers love love of fragrances has
contributed to a very large industry because this

3. Sound
Sound affect people’s feeling and behaviours
Phonemes: individual sounds that might be more
or less preferred by consumer
• “i” brands are “lighter” than “a” brands
Muzak uses sound and music to create mood
• High tempo = more stimulation
• Slower tempo = more relaxing

4. Touch
• Haptic senses – or “touch” – is the most basic
of senses; we learn this before vision and smell
• Haptic senses affect product experience and
judgement
• Kinsei engineering is a Japanese philosophy
that translates customers’ feeling into design
elements

5. Taste
• Flavor houses develop new concoctions for
customer palates.
• Cultural changes determine desirable taste
• The more respect we have for ethnic dishes,
the more spicy food we desire
• Sometimes taste test failure can be
overcome by repositioning the product. For
example, Vernor ginger ale did poorly in a
taste test against leadingginger ales