The Impact of Sensory Branding on Consumer Behavior
The Impact of Sensory Branding on Consumer Behavior

Summary/Abstract: This paper aims at generating an insight on the study of unconventional advertising, meaning those techniques that are different from classic advertising by attractive images and persuasive messages and by ‘exploring’ the consumers’ minds, experiences and senses. The theoretical basis will generate a review of the main concepts revolving around the phenomenon known as “sensory branding”. The empirical data will be obtained by conducting a series of interviews with specialists in advertising and focus-groups that will target students. Both theoretical and empirical sections will answer to three research questions that will subsequently reveal the importance of sensory experiences in nowadays advertising.

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