Sensory marketing, embodiment, and grounded cognition: A review and introduction

Abstract

There has been a recent swell of interest in marketing as well as psychology pertaining to the role of sensory experiences in judgment and decision making. Within marketing, the field of sensory marketing has developed which explores the role of the senses in consumer behavior. In psychology, the dominant computer metaphor of information processing has been challenged by researchers demonstrating various manners in which mental activity is grounded in sensory experience. These findings are arduous to explain using the amodal model of the human mind. In this introduction, we first delineate key assumptions of the information processing paradigm and then discuss some of the key conceptual challenges posed by the research generally appearing under the titles of embodiment, grounded cognition, or sensory marketing. We then address the use of bodily feelings as a source of information; next, we turn to the role of context sensitive perception, imagery, and simulation in consumer behavior, and finally discuss the role of metaphors. Through this discourse, we note the contributions to the present special issue as applicable.

The Consumer Experience of Responsibilization: The Case of Panera Cares

“…In consumer psychology, embodiment has been traditionally viewed as bodily responses to information and was studied in relation to judgment and decision making. Krishna and Schwarz (2014) state, "testing the breadth and ubiquity of embodiment effects is itself a valuable contribution to the body of phenomena that need accounting (p. 165)."…”

“…Embodiment is not merely a bodily reaction to information (Krishna and Schwarz 2014) but is crucially tied to social factors such as norms, roles, values, and culture (Joy and Sherry 2003). In his discussion of the "holistic consumer experience," Tsai (2005) states, "all marketing efforts should be directed at creating a holistic brand value structure, corresponding to the expectations and aspirations of consumers on the cognitive, affective, and social levels (p.…”

Exploring the Multi-Sensory Based Memorable Tourism Experiences: A Study of Adam&Eve Hotel in Turkey

“…At this point, multi-sensory marketing (MSM) is established as a critical marketing strategy (Güzel, 2014). Krishna and Schwarz (2014) defi ne the SM as "marketing that engages the consumers' senses and affects their perception, (28)(29)(30)(31)(32)(33)(34)(35)(36)(37)(38)(39) judgment, and behavior" and focuses on the senses, as well. American Marketing Association (AMA) focuses mostly on feelings and emotions, on the sensory marketing's identifi cation, as it defi nes SM as "marketing techniques that will drive customers' feelings in order to infl uence customers' behavior and emotions" (Valenti and Riviere, 2008).…”

Consumer Decision Process in Restaurant Selection: An Application of the Stylized EKB Model

“…Information-processing models have made possible the integration of human memory, judgment and decision making into a single framework (Krishna & Schwartz, 2014). Likewise, information-processing models focus on the interplay of aff ective and motivational processes on cognitive activity and cover the whole process, with extensive development (Johar, Maheswaran & Peracchio, 2006).…”

“…Despite criticisms and limitations, information-processing models (i.e. the EKB model) have facilitat-ed great advances in psychological research (Krishna & Schwartz, 2014). Also, the EKB model "is still fi rmly embedded as a cornerstone of consumer decision making and is not likely to be jettisoned anytime soon" (Ashman, Solomon & Wolny, 2015, p. 129).…”