Sensory marketing can be a sticky wicket. The Harvard Business Review conducted studies—four to be exact—to determine why some consumers find sensory marketing appealing, like the aroma of Dunkin’ Donuts coffee on a morning bus ride, while other brands may have a tougher go of it.
Some of the brands involved in the study include, Coca-Cola, Ford, Hallmark, Mountain Dew, BMW, Apple and Pepsi. It was determined that, in fact, consumer preference can be altered by sensory marketing tactics but not everything goes smoothly.
The results of the study has some surprising findings. Read on …
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