Olfactory Marketing is a branch of Sensory Marketing that addresses the five senses of (sight, smell, taste, touch and hearing). More recently, this type of marketing has attracted marketers' attention as it is considered a two-way communication. Smell in general directly affects the mood of consumers because it stimulates strong memory among its recipients to reinforce the advertising message. Olfactory experiences seem to be phenomenologically closer than those of vision. Odors seem to touch, contact and infiltrate our body in a way that visual experience generally does not. The constant bombardment of advertising makes this technic very interesting to be studied as a strategy. According to a study of Rockefeller University in New York, a person can remember about 35% of smell and only 5% of what he/she sees, 2% of what he/she listens and 1% of what he/she touches. The consumer is a rational decision maker and the elements of pleasure, beauty, symbolic meaning, creativity and passion can enrich and broaden understanding his behavior. The concept of consumer experience has become a key element in understanding his behavior and is an important aspect of the role of passion in consumer behavior, and the selection of goods and brands. Hence the importance of research in dealing with sensory marketing and its role in the process of advertising design. Statement of the problem: The research problem is in answering the following question: How to enhance the consumer experience through Olfactory marketing ads in the advertising in order to attract and dazzle the recipient, which affects the decision-making processes of the consumer and the process of forming attitudes towards the advertised product or service? Hypotheses: The research assumes that: Consumer Experience can be enhanced through Olfactory marketing advertisement in order to achieve the recipient attractions and attractiveness, thus influencing consumer decision-making processes and the attitudes towards the advertised product or service. Objective: Highlighting Olfactory Marketing in advertising through Consumer Experience and how it can affect remembrance and awareness through the integration of different senses. Results: 1. Smells affect the thoughts and mood of consumers. They often create concepts for the overall experience. Smells also stimulates strong memory and have the ability to influence recipient responses. 2. The effective use of a particular smell promotes consumer experience, supports the advertising message and establishes the brand. 3. Technology becomes more creative by combining olfactory and print media. 4. Applying modern technology and interactive techniques enhances sensory experience, which in turn stimulates the senses of the consumer and generate feelings associated with the consumer’s memorizing process. 5. The advertising industry uses tools to increase consumption such as smells that can manipulate the behavior of the consumer by unconsciously stirring emotions and thus manipulate purchase decisions.
Al-Said, Samar Hany; Sabry, Mohamed Shereef; and Mahmoud, Sahar Adly
"Consumer Experience Enhancement Through Olfactory Marketing Advertising,"
International Design Journal: Vol. 9:
3, Article 3.
Available at: https://digitalcommons.aaru.edu.jo/faa-design/vol9/iss3/3