Marketing Research for Breakfast:

Multisensory brand experience design

Multisensory marketing places the human senses at the center of the consumer experience. Assistant Professor Carlos Velasco will introduce you to the concept.

Most of our everyday life experiences are multisensory in nature and the marketplace is not the exception. We interface with brands through many, if not all, of our senses, that is, through the way they look, sound, feel, smell, and even taste.

In this talk, Carlos Velasco introduce the concept of multisensory marketing, that is, marketing that places the human senses at the center of the consumer experience, or journey.

Did you know, for example, that round and angular packaging shapes seem to boost how sweet or sour we expect and perceive food products, respectively? Or that the loudness and pitch the opening sound of a can or bottle can influence premiumness perception?

Whilst brands might not need (nor necessarily be able) to stimulate all of the consumer’s senses in a given touchpoint (e.g., packaging, website, ad or sonic logo), they can nevertheless still capitalize on the best configuration of the available/manipulable sensory cues in order to deliver a given experience or brand proposition.

Here, Velasco look at some of the latest research in multisensory marketing. He also explore how this trend is now capitalizing on novel sensory enabling technologies in order to deliver multisensory experiences in digital environments.

Reference:
Carlos Velasco will in his talk give a sneak preview of: Velasco, C. & Spence, C (Eds). (in press). Multisensory packaging: Designing new product experiences. Palgrave MacMillan.

Free participation. Make sure to register as space is limited.

Practical information

  • Time:Thursday, 20 September 2018 08:00 - 09:45
  • Place:BI - campus Oslo
  • Contact:Mette Winger Eide (alumni@bi.no)

«Marketing Research for Breakfast» is a meeting place for researchers and practitioners in marketing. BI’s marketing experts present their latest research results on relevant business topics. You – as a participant – get the opportunity to discuss how these results influence your company and business practice.