Does more sense make sense? The use of sensory marketing in the age of experience economy

Bodnár Tímea (2023) Does more sense make sense? The use of sensory marketing in the age of experience economy. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

In response to disinterestedness in recent years due to overconsumption in advertising, many companies are fighting to grab our attention. More and more businesses started to use sensory marketing to establish subliminal triggers that influence customers’ perception of certain products or brands. Influence can be hard to measure as it’s usually not characterized by consciousness, as well as people don’t like to admit that they have been affected in any way. So, after examining the background of sensory marketing, and the factors that influence it, a questionnaire has been conducted in order to have a better understanding on the effects and the ethical concerns of the above-mentioned methods. The results might help brands to build a successful marketing strategy, which is crucial when it comes to creating an effective communication plan that influences our emotions. The findings of previous studies show that emotional subconscious triggers have a positive impact on the buying journey, which can create a positive attitude towards the company or brand.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	buying decision, buying journey, experiential marketing, perception, senses, sensory marketing
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Már. 17. 13:53
Utolsó módosítás:	2023. Már. 17. 13:53

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