- Steffie Aldenkamp
Intern - Marketing/Sales, trnd Benelux
Is sensory marketing considered manipulative by appealing to subconscious senses?
As part of my thesis, I am looking to find out to what extent persuading and influencing consumers in their consumption by appealing to (subconscious) senses is considered manipulative.
It is well known that people use, and are influenced by their senses all of the time, whether conscious or subconscious. In order to influence consumers in their decision making process marketers are using this knowledge to persuade or elicit certain emotions in consumers.
To exemplify, think of your supermarket. Sensory marketing efforts are thrown your way as soon as you step in to the supermarket. The smell of fresh homemade bread, use of color throughout the store, and not to forget the effect that food samples and background music has on shopping behavior?
Then, can you still say that the purchase decision ultimately lies with the consumer, or are consumers more (subconsciously) led by marketing and advertising efforts than they realize?
Do you think marketers are manipulating consumers? Or is all fair in love and war (on consumerism)?
As part of my research, I would love to get your thoughts and ideas on the topic. Your feedback is much appreciated.