S Smell and Touch

INFLUENCE OF SMELL
& TOUCH ON BUYING

DECISIONS
Group S - Affo Yasmine, Alengo Hioka Gladys, Diallo Amadou & Grégoire Théo
A WORD ABOUT
SENSORIAL
MARKETING
Definition from the book « Marketing
sensoriel et expérientiel du point de vente »
coordinated by Sophie Rieunier:
« Sensorial marketing can be defined as

the use of in-store ambiance factors
(music, scents, colors, tactile and
gustatory sensations) to elicit reactions in
the consumer that are conducive to the act
of buying. »
Relative sensory importance
1st Sight
2nd Smell
3rd Sound
4th Taste
Figure 1. Sensory Importance (Lindström, 2005, p. 69)
5th Touch
ENVIRONMENTAL PSYCHOLOGY AND
CONSUMER REACTIONS
Mood & state of Physical

relaxation Thoughts behavior
(affective (cognitive (behavioral
reactions) reactions) reactions)
SENSORY MARKETING LIMITATIONS
■ A tool to enhance rather than rescue
■ Introducing brand-specific sensory elements to

an unstable brand doesn't guarantee loyalty
■ The use of sensory stimuli can elevate product

expectations, necessitating careful
management
■ It is rucial for brands to consistently meet or

exceed customer expectations to ensure
satisfaction
(Suhonenand and Tengvall 2009)
SMELL’S INFLUENCE
■ Smells evoke memories and

emotions
■ Impact on :
■ Consumer behavior
■ Product quality perception
■ Environment evaluation
Studies by Chebat and Michon (2003), Leenders et al. (2016), and

Madzharov et al. (2015)
SCENT MARKETING LIMITATIONS
■ ‘Not knowing your consumers is one of the

biggest risks involved in using scent
marketing’ (Pasila, 2009).
■ Emotional reactions to specific smells are

subjective, shaped by personal experiences and
memories
■ Therefore, a comprehensive analysis of the

target customer base, considering their scent
preferences and responses, is essential.
(Fox, 2006; Rieunier, 2001)

TOUCH'S
IMPORTANCE
■ Consumers need to touch products for
pleasure and informationµ.
■ Shopping is a rare opportunity for

tactile experimentation.
■ Positive impact of material,

temperature, weight, and shape on
tactile experience and customer loyalty
(Peck and Wiggens, 2006; Underhill’s, 2007; Rodrigues et al. 2011)

ROLE OF TOUCH IN CONSUMER BEHAVIOR
Touch's varying importance

during acquisition phase and
product use phase.
Influence of touch on the

perception of product
possession and evaluation.
CASE STUDY
Haptic During the Olfactory

marketing experimentation marketing
Lead to an
increase. increases the time
spent at iKEA and the income
linked to the sale of the item
CASE STUDY
§ Who ?
§ When ?
§ Why ?
ACTION PLAN RESULT
Creation of a fragance Negative reaction

for the comfort of from the users
users
“French researchers have recently shown that by using artificial
vanilla flavouring in many products, including detergents,
consumers invaded by this scent tend not only to reject anything
that resembles it but also to no longer recognise the real vanilla
scent.” Michel Glosek (agricultural engineer)
EXAM QUESTIONS
01
Define the term "Sensorial Marketing" and explain its importance in the
context of consumer behavior and purchasing decisions.
02 Compare and contrast the impact of olfactory and tactile marketing.

Thanks!
Do you have any questions?
CREDITS: This presentation template was created by Slidesgo, and

includes icons by Flaticon, and infographics & images by Freepik
BIBLIOGRAPHY
■ Hultén, B. (2012). Sensory cues and shoppers’ touching behaviour: the case of IKEA. In International Journal of Retail & Distribution
Management (Vol. 40, Issue 4, pp. 273–289). Emerald. DOI : doi.org/10.1108/09590551211211774
■ Peck, J., & Wiggins, J. (2006). It Just Feels Good: Customers’ Affective Response to Touch and Its Influence on Persuasion. In Journal of
Marketing (Vol. 70, Issue 4, pp. 56–69). SAGE Publications. DOI: doi.org/10.1509/jmkg.70.4.56
■ Rieunier, S. (2022). Marketing sensoriel et expérientiel du point de vente. Dunod.
■ Shabgou, Mojtaba, et Shahram Mirzaei Daryani. « TOWARDS THE SENSORY MARKETING: STIMULATING THE FIVE SENSES (SIGHT, HEARING,
SMELL, TOUCH AND TASTE) AND ITS IMPACT ON CONSUMER BEHAVIOR » 4 (s. d.).
■ Spangenberg, E. R., Sprott, D. E., Grohmann, B., & Tracy, D. L. (2006). Gender-congruent ambient scent influences on approach and avoidance
behaviors in a retail store. In Journal of Business Research (Vol. 59, Issue 12, pp. 1281–1287). Elsevier BV. DOI:
doi.org/10.1016/j.jbusres.2006.08.006
■ Fox, E. J. (2006). Constructing a pragmatic science of learning and instruction with functional contextualism. Educational Technology Research &
Development, 54(1), 5-36.
■ Lindstrom, M. (2005), "Broad sensory branding", Journal of Product & Brand Management, Vol. 14 No. 2, pp. 84-87.
https://doi.org/10.1108/10610420510592554
■ Iqbal, J. (2016). Employing sensory marketing as a promotional advantage for creating brand differentiation and brand loyalty. Pakistan Journal
of Commerce and Social Sciences (PJCSS), 10(3), 725-734.
■ Suhonen, T., & Tengvall, J. (2009). Branding in the air : A study about the impact of sensory marketing.

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INFLUENCE OF SMELL

& TOUCH ON BUYING

« Sensorial marketing can be defined as

Mood & state of Physical

■ Introducing brand-specific sensory elements to

■ The use of sensory stimuli can elevate product

■ It is rucial for brands to consistently meet or

■ Smells evoke memories and

■ Product quality perception

Studies by Chebat and Michon (2003), Leenders et al. (2016), and

■ ‘Not knowing your consumers is one of the

■ Emotional reactions to specific smells are

■ Therefore, a comprehensive analysis of the

(Fox, 2006; Rieunier, 2001)

■ Shopping is a rare opportunity for

■ Positive impact of material,

(Peck and Wiggens, 2006; Underhill’s, 2007; Rodrigues et al. 2011)

Touch's varying importance

Influence of touch on the

Haptic During the Olfactory

Creation of a fragance Negative reaction

02 Compare and contrast the impact of olfactory and tactile marketing.

CREDITS: This presentation template was created by Slidesgo, and

■ Rieunier, S. (2022). Marketing sensoriel et expérientiel du point de vente. Dunod.

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