For two decades marketers in a variety of industries have been building expertise in reaching consumers through the five senses - learning to deploy cues, such as the sting from a swig of mouthwash and the scritch-scratch sound of a Sharpie pen, that can intensify perceptions of brands. The past year has brought a rush of interest in the subject among academics. New research suggests that we’re about to enter an era in which many more consumer products companies will take advantage of sense-based marketing.
©2015 by the President and Fellows of Harvard College, All Rights Reserved (P)2015 Audible, Inc.
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