The Power of Senses in Marketing

For the longest time, communications with customers were essentially monologues—companies just talked to consumers. The dynamics of marketing then evolved into dialogues between the brands their audiences. Not long ago, it became a multidimensional conversations, with products finding their own voices and consumers responding subconsciously to them. Such conversations became the core of marketing, and a holistic approach was demanded, in which the use of senses is essential to intensify brand personalities that consumers connect with on a deep level.

Neuromarketing is loosely defined as the measurement of physiological and neural signals to gain insight into customers’ motivations, preferences and decisions. These insights are then used to perform creative advertising, product development, pricing and in other marketing areas. Neuro-marketing techniques along with traditional marketing methods optimize outcomes and drive results.Sensory Marketing focuses on engaging the 5 senses, smell, hearing, sight, taste, and touch. Sensory marketing provides an effective way to capture the audience and make brands unforgettable through enhancing the customer experience.

Recent research in marketing is centered on “embodied cognition” the idea that with or without our conscious awareness, our bodily sensations help determine the decisions we make. A strong example would be: Why does the smell of lavender make a shaving razor more tranquil to women, even though the object itself is sharp? It’s because senses amplify when they are congruent with one another, since lavender reflects warmth and softness, it directly targets such emotions and completely disregards the danger of such tool.

The new academic reveals on sensory stimuli suggests that senses affect attitude, mood and even memory are more profound than words.Senses are a subtle and powerful tool, as the audience do not perceive them as marketing messages, therefore don’t react with resistance. A strong marketing campaign is based on in-depth research on how a brand can tap into the sensual side of marketing and improve the potential and sustainability of their businesses, and then incorporates such findings in their marketing plans and strategies to further guide the achievement of goals and milestones.‍


Zurawicki, L. (n.d.). Neuromarketing: Exploring the brain of the consumer. Scholars Portal.Unravel. (n.d.). Neuromarketing Guide. Unravel Research. Retrieved November 15, 2022,