Existing research studies on sensory marketing efforts concentrate on the broad impact of sensory stimuli on consumer reactions to different brands. This study narrows down the focus of sensory elements to olfactory and auditory stimuli and attempts to analyze the effect of the stimuli on consumer thoughts. Further the partnership between emotions generated out of these sensory stimuli and consumer purchase decision is being established.
INTRODUCTION
With increasing chaos in the advertising space as multiple brands vie for consumers' attention together, capturing the consumers' attention has become more challenging than ever before for marketers today. Marketers realize the need for an alternative mechanism to fully capture consumer mind talk about in order to improve brand recognition.
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