Bertil Hultén SENSORY MARKETING an introduction Hulten_Sensory Marketing_AW.indd 9 06/03/2020 11:53 00_HULTEN_FM.indd 1 02/04/2020 6:07:17 PM Bertil Hultén SENSORY MARKETING an introduction Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE publishes more than 1000 journals and over 800 new books each year, spanning a wide range of subject areas. Our growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Los Angeles | London | New Delhi | Singapore | Washington DC | Melbourne Hulten_Sensory Marketing_AW.indd 10 06/03/2020 11:53 00_HULTEN_FM.indd 2 02/04/2020 6:07:17 PM Bertil Hultén SENSORY MARKETING an introduction Hulten_Sensory Marketing_AW.indd 10 06/03/2020 11:53 00_HULTEN_FM.indd 3 02/04/2020 6:07:17 PM SAGE Publications Ltd  Bertil Hultén 2020 1 Oliver’s Yard 55 City Road First published 2020 London EC1Y 1SP Apart from any fair dealing for the purposes of research or SAGE Publications Inc. private study, or criticism or review, as permitted under the 2455 Teller Road Copyright, Designs and Patents Act, 1988, this publication Thousand Oaks, California 91320 may be reproduced, stored or transmitted in any form, or by any means, only with the prior permission in writing of the SAGE Publications India Pvt Ltd publishers, or in the case of reprographic reproduction, in B 1/I 1 Mohan Cooperative Industrial Area accordance with the terms of licences issued by the Mathura Road Copyright Licensing Agency. Enquiries concerning New Delhi 110 044 reproduction outside those terms should be sent to the publishers. SAGE Publications Asia-Pacific Pte Ltd 3 Church Street #10-04 Samsung Hub Singapore 049483 Editor: Matthew Waters Library of Congress Control Number: 2019952515 Editorial assistant: Jasleen Kaur Production editor: Victoria Nicholas British Library Cataloguing in Publication data Marketing manager: Lucia Sweet Cover design: Francis Kenney A catalogue record for this book is available from the Typeset by: C&M Digitals (P) Ltd, Chennai, India British Library Printed in the UK ISBN 978-1-5264-2324-5 ISBN 978-1-5264-2325-2 (pbk) At SAGE we take sustainability seriously. Most of our products are printed in the UK using responsibly sourced papers and boards. When we print overseas we ensure sustainable papers are used as measured by the PREPS grading system. We undertake an annual audit to monitor our sustainability. 00_HULTEN_FM.indd 4 02/04/2020 6:07:17 PM CONTENTS Acknowledgements ix Introduction 1 1 Sensory Marketing Principles 5 1.0 Introduction 6 1.1 The Human Senses 6 1.2 The Global Marketing Environment 7 1.3 Individualization as Lifestyle 9 1.4 Theoretical foundations 13 1.5 What is Sensory Marketing? 18 1.6 Chapter Summary 28 1.7 The Case of Starbucks 29 Further Reading 31 2 The Sensory Brain 33 2.0 Introduction 34 2.1 The Gestalt Perspective 34 2.2 The Brain as The Black Box 35 2.3 The Senses and the Brain 40 2.4 Brain Gender 44 2.5 Neuromarketing 48 2.6 Chapter Summary 52 2.7 The Case of Coca-Cola and Pepsi 53 Further Reading 55 3 Sensory Principles for Vision 57 3.0 Introduction 58 3.1 The Human Eyes and Vision 58 00_HULTEN_FM.indd 5 02/04/2020 6:07:17 PM vi CONTENTS 3.2 Characteristics of Vision 59 3.3 Visual Perception and Societal Culture 64 3.4 Service Environments 66 3.5 Brands and Products 72 3.6 Chapter Summary 78 3.7 The Case of Victoria’s Secret 79 Further Reading 81 4 Sensory Principles for Sound 83 4.0 Introduction 84 4.1 The Human Ears and Hearing 84 4.2 Characteristics of Sound 86 4.3 Sound Perception and Societal Culture 89 4.4 Service Environments 93 4.5 Brand and Products 99 4.6 Chapter Summary 104 4.7 The Case of Coca-Cola 105 Further Reading 107 5 Sensory Principles for Smell 109 5.0 Introduction 110 5.1 The Human Nose and Smelling 110 5.2 Characteristics of Smell 112 5.3 Olfactory Perception and Societal Culture 116 5.4 Service Environments 121 5.5 Brands and Products 127 5.6 Chapter Summary 132 5.7 The Case of Singapore Airlines (SIA) 133 Further Reading 134 6 Sensory Principles for Touch 135 6.0 Introduction 136 6.1 The Human Body and Touching 136 6.2 Characteristics of Touch 138 6.3 Tactile Perception and Societal Culture 142 6.4 Service Environments 146 6.5 Brands and Products 151 6.6 Chapter Summary 156 00_HULTEN_FM.indd 6 02/04/2020 6:07:17 PM CONTENTS vii 6.7 The Case of Apple Stores 156 Further Reading 158 7 Sensory Principles for Taste 159 7.0 Introduction 160 7.1 The Dual Sense of Taste 160 7.2 Characteristics of Taste 162 7.3 Taste Perception and Societal Culture 166 7.4 Service Environments 172 7.5 Brands and Products 176 7.6 Chapter Summary 181 7.7 The Case of IKEA 181 Further Reading 183 8 Multi-Sensory Principles 185 8.0 Introduction 186 8.1 The Human Senses in Collaboration 186 8.2 The Multi-Sensory Phenomenon 190 8.3 Service Environments as Multi-Sensory Interaction 192 8.4 Brands and Products as Multi-Sensory Interaction 197 8.5 Multi-Sensory Brand-Experience 202 8.6 Chapter Summary 207 8.7 The Case of Kia Motors 208 Further Reading 211 References 213 Index 227 00_HULTEN_FM.indd 7 02/04/2020 6:07:17 PM 00_HULTEN_FM.indd 8 02/04/2020 6:07:17 PM ACKNOWLEDGEMENTS As author I am solely responsible for the content of this book. I want to thank my wife Eva for her inspiring comments and support during my work to finish writing the book. Also, special thanks to Matthew Waters and Jasleen Kaur, Sage Publications, London, for your interest, valuable comments, and your patience with me in finalizing this book. For those of you who want to get in touch with me, I may be reached at: [email protected] 00_HULTEN_FM.indd 9 02/04/2020 6:07:17 PM