| Abstract [eng] |
Consumers of goods or services choose not to be rational, their decision to buy often based on emotions and how consumers feel. Therefore, marketing specialists are looking for solutions that will stimulate consumer interest and buying behavior. Each sense - image, sound, scent, taste and touch - can be used for marketing purposes: creating a better, stronger, more durable brand, more productive brand communication. Various authors who deal with sensory marketing say that the more senses are used, the better the user experience and behaviour occurs. Customers enjoying the experience. |
