I define "sensory marketing" as "marketing that engages the consumers' senses and affects their perception, judgment and behavior." From a managerial perspective, sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality). Given the gamut of explicit marketing appeals made to consumers every day, subconscious triggers which appeal to the basic senses may be a more efficient way to engage consumers. Also, these sensory triggers may result in consumers' selfgeneration of (desirable) brand attributes, rather than those verbally provided by the advertiser. The understanding of these sensory triggers implies an understanding of sensation and perception as it applies to consumer behavior-this is the research perspective of sensory marketing. This review article presents an overview of research on sensory perception. The review also points out areas where little research has been done, so that each additional paper has a greater chance of making a bigger difference and sparking further research. It is quite apparent from the review that there still remains tremendous need for research within the domain of sensory marketing-research that can be very impactful.

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Given the number of volume judgments made by consumers, for example, deciding which package is larger and by how much, it is surprising that little research pertaining to volume perceptions has been done in marketing. In this article, the authors examine the interplay of expectations based on perceptual inputs versus experiences based on sensory input in the context of volume perceptions. Specifically, they examine biases in the perception of volume due to container shape. The height of the container emerges as a vital dimension that consumers appear to use as a simplifying visual heuristic to make a volume judgment. However, perceived consumption, contrary to perceived volume, is related inversely to height. This lowered perceived consumption is hypothesized and shown to increase actual consumption. A series of seven laboratory experiments programmatically test model predictions. Results show that perceived volume, perceived consumption, and actual consumption are related sequentially. Furthermore, the authors show that container shape affects preference, choice, and postconsumption satisfaction. The authors discuss theoretical implications for contrast effects when expectancies are disconfirmed, specifically as they relate to biases in visual information processing, and provide managerial implications of the results for package design, communication, and pricing. Vital Dimensions in Volume Perception: Can the Eye Fool the Stomach?Mavis,' a psychology doctorate, went to the Beach Bar and had to keep getting refills of red wine. She got tired of the walk and asked for a larger glass, for which she paid a higher price. She was surprised when she realized she had paid a higher price for the same volume.[Examples are based on actual incidents. Names have been disguised to maintain anonymity.